Home • Case Studies • Developing comms to deliver behavioural change for Vital Strategies

Developing comms to deliver behavioural change for Vital Strategies

A hybrid qualitative approach helped Vital Strategies understand the relative effectiveness of its communication material in the real world among target audiences.

The challenge

Vital Strategies is one of the biggest NGOs with its head office in the US. It has a focus on the anti-tobacco sector but with ever evolving consumer perceptions towards smoking, and with the changing laws regarding smoking in India, it’s important to check the comprehension, understanding and potential effectiveness of communications and collateral and to assess the potential for ads to have the desired impact on attitudinal and behavioral intentions.

What we did

We conducted 28 focus groups among tobacco and non-tobacco users using a hybrid methodology to understand the effectiveness of communication material and to explore any negative connotations or responses amongst the target audience.

The impact of the research

As a result of this study, Vital Strategies has been able to better understand the comprehension, understanding and potential effectiveness of its communications material. Through the research, Vital Strategies could check relevance, memorability and the potential for ads to change attitudes and behaviours. This has helped Vital Strategies to refine the communication materials, using these in mass media to drive the desired changes.

Kadence team is more like a partner to us. We have run a number of projects together and … the pro-activeness, out of the box thinking and delivering in spite of tight deadlines are some of the key reasons we always reach out to them.
Vital Strategies

Share

You might also be interested in

How to develop a market entry strategy for India

Blog_Image

How to conduct online research in India

Free Guide

How to conduct online market research in Asia: The Go-To Guide

What online methodologies work best in India? How do you get the most out of respondents through digital methodologies in China? Experts across our global boutique share best practice tips and techniques for conducting online market research in Asia.

Download the report now

Conducting Online Research in Asia 2

Helping brands uncover valuable insights

We’ve been working with Kadence on a couple of strategic projects, which influenced our product roadmap roll-out within the region. Their work has been exceptional in providing me the insights that I need.
Senior Marketing Executive
Arla Foods

Kadence’s reports give us the insight, conclusion and recommended execution needed to give us a different perspective, which provided us with an opportunity to relook at our go to market strategy in a different direction which we are now reaping the benefits from.
Sales & Marketing
Bridgestone

Kadence helped us not only conduct a thorough and insightful piece of research, its interpretation of the data provided many useful and unexpected good-news stories that we were able to use in our communications and interactions with government bodies.
General Manager PR -Internal Communications & Government Affairs
Mitsubishi

Kadence team is more like a partner to us. We have run a number of projects together and … the pro-activeness, out of the box thinking and delivering in spite of tight deadlines are some of the key reasons we always reach out to them.
Vital Strategies

Kadence were an excellent partner on this project; they took time to really understand our business challenges, and developed a research approach that would tackle the exam question from all directions. The impact of the work is still being felt now, several years later.
Customer Intelligence Director
Wall Street Journal

Get In Touch

"(Required)" indicates required fields

First Name(Required)

Last Name(Required)

Business email address(Required)

Company(Required)

Job title(Required)

Location(Required)

Project delivered / completed within (optional)

What is your budget for this project? (optional)

Message

reCAPTCHA

Optional Brief Upload (80MB max)

Drop files here or

Accepted file types: pdf, doc, docx, odt, ppt, pptx, txt, ods, xls, xlsx, Max. file size: 80 MB.

(function() { var e = document.getElementById('select'); e.onchange = function() { if (e.value != 'null') { e.style.color = '#000'; } else { e.style.color = '#777'; } }; })();