Qualitative Target Audience Formative Research for Health and Development Communication: Soul City Fieldworker Training Manual 2

This manual was developed to support skills training in qualitative data analysis. It is the second in a series of manuals aimed at teaching organisations and individuals how to conduct qualitative formative audience research for health and development communication including the development of edutainment programmes. The goal of this manual is to teach research fieldworkers how to analyse the information they get from the target audience, and how to report it to the broader health communication team as part of the message development and materials production processes.

This training manual is best facilitated by an experienced qualitative researcher. It can also be used alone to orientate experienced qualitative research fieldworkers.

This manual deals with the following issues:

• Everyday analysis vs research analysis
• Perception and the research - ten tips
• Thematic qualitative data analysis
• How to do thematic qualitative data analysis
• Building models
• Analysing many interviews
• Writing-up qualitative data analysis
• Analysing formative research data for message development
• Analysing pre-testing data
• Reporting formative research findings

Please write to Soul City Institute for Health and Development Communications to request a copy of the publication (see below).