What we do
A. Social and Marketing Research
B. Program Evaluation
C. Community Consultation and Community Engagement
D. Social Marketing
A. Social and Marketing ResearchSocial research is more than a science (systemized gathering of knowledge),
it is also an art (a skill based on knowledge and practice)
and a craft (a profession requiring special knowledge, skill, ingenuity, creativity and insight) ...hence the name:
Research is our main game: we offer a wide range of social and marketing research capabilities and expertise, and state-of-the-art research techniques. We undertake both qualitative and quantitative research assignments, including social surveys, focus groups, small group sessions, in-depth interviews, case studies and many other techniques. We have conducted some of the largest and some of the smallest surveys undertaken in this country. Since 1981 we have conducted more than 1,500 research projects. A selection of these projects is provided later.
Social research is about measuring, describing, explaining and predicting social, cultural, environmental and economic phenomena. It often guides the development, implementation and delivery of policies and programs, and assists in the estimation and evaluation of their impacts and outcomes, and plays a crucial role in evidence-based policy-making.
Social research explores:
- social and economic structures;
- social attitudes and intentions;
- values and behaviours; and
- the factors which motivate and constrain individuals and groups in society.
B. Program Evaluation
At Artcraft we work with our clients to gain an understanding of the needs and priorities of their target audiences, contribute to the development of programs and evaluate the impact of their work.
For an evaluation to be seen to be credible, objective and professionally detached, it is important to commission an independent evaluation team with sound research and evaluation methodologies and experience.
C. Community Consultation and Community EngagementThe nature of government, community and not-for-profit organisations at all levels is changing rapidly, including the need to become more accountable in the way they work and the services they provide. For many organisations this process includes a growing desire to connect more effectively with the communities they serve.
There are a great many ways to seek people’s views, including many public consultations approaches and many social and market research techniques, and Artcraft Research has extensive skills and experience in these areas. However, all too often, even with the best intentions, traditional community consultation ends up mainly listening to the ‘squeaky wheels’ and the people immediately involved in or affected by the issues. While the views of these people are clearly extremely valuable, it is also essential to ensure that the views of the broader community are taken into account. To do this, we are firm believers in the role of research-based community consultation, in which as well as inviting ‘the usual suspects’ painstaking attempts are made using rigorous research-derived recruitment processes to screen and recruit from the general population (or target audience) to ensure inclusion of a broad (and hopefully close to representative) cross-section, including many people who would not normally become involved in consultations.
D. Social Marketing
Social marketing is the art of behaviour change, whether it be a specific target segment (eg, encouraging young people not to take up smoking) or a whole community (getting people to use water more efficiently), using concepts drawn from commercial marketing, and it has both strategic and tactical elements. In most cases, social marketing requires more finesse than traditional marketing campaigns.
Effective social marketing starts with sound research. To understand the target audience for any social marketing campaign, a review of previous research can often help us to get a feel for the beliefs and behaviour of the target segment. Then further research needs to be undertaken to get to really know and understand them, develop and pre-test ideas and concepts, provide accurate baseline measurements against which the campaign can later be monitored, and then regular monitoring, review and adjustment of the campaign. As can be seen in the extensive list of projects in Section 4 below, Artcraft Research has been actively involved in many social marketing campaigns over several decades.