Social Marketing Campaign Research
The purpose of this research is to inform the development of the next phase of the ALAC social marketing campaign which aims to reduce the occurrence of excessive drinking and encourage moderation.
Through this research we specifically want to identify:
Audience segments or clusters
Their characteristics (including ethnic, psychological, behavioural, social, environmental and demographic makeup)
The influencers, motivators, obstacles and barriers to changing their drinking behaviour.
It is envisaged that members of the ALAC project team will have a close working relationship with the successful research provider at all stages of the project. This will include providing expertise and information including existing literature to inform the final research design and analysis.
