Advanced Social Marketing Research Techniques

Helping you achieve sustainable behaviour change

Learn how to develop and implement social marketing research to enable you to gain a deep understanding of your target audience.

The course specialises in teaching delegates how to carry out inciteful primary and secondary social marketing research with limited budgets.

  • Next course: Please enquire
  • Duration: 1 day.
  • Advanced Level.
  • Held at The NSMC's office in central London or via webcast.
  • Course cost: £295 (excluding VAT).

For information on the date of the next course please contact:

  • Carrying out effective secondary research phase.
  • Developing an effective primary research strategy on a limited budget.
  • Producing topic guides, surveys and questionnaires.
  • Carrying out qualitative and quantitative primary research including focus groups, interviews, surveys and journey mapping.
  • Calculating sample size and conducting effective data analysis.
  • Understanding the advantages and disadvantages of different primary research methods.
  • Understanding research ethics.

This course is designed for anyone who wants to commission social marketing research without using an external research company.

The course will also benefit anyone who wants to develop their own social marketing research techniques to an advanced level, or people working in the commercial research sector who want to specialise in social marketing or behaviour change.

Course Director

Dr Rowena Merritt is The NSMC's Research Director and has over 15 years of experience of planning and implementing social marketing secondary and primary research programmes both in the UK and internationally.


The main topics covered are:

  • Carrying out effective secondary research.
  • Grading evidence.
  • Identifying research gaps in the secondary research.
  • Developing a primary research plan.
  • Writing effective topic guides, surveys and questionnaires.
  • Recruting your target audience.
  • Conducting focus groups, interviews, journey mapping and utilising social media.
  • Calculating sample sizes.
  • Conducting complex data analysis.
  • Turning research data into useful insight.
  • Understanding research ethics.
The importance of research


In this short video, Dr. Rowena Merritt - the Head of Research at The NSMC - explains the importance of carrying out insightful research, using the example of the Think! road safety campaign.

What Our Clients Say

  • "The NSMC is at the forefront of social marketing thinking."

    Katherine Wilson

    Communincations Implementation Manager, National Patient Safety Agency

  • "The skills and experience of The NSMC were absolutely vital for the successful delivery of our behaviour change projects in Jordan. Their training courses comes highly recommended."

    Robert Cardinalli

    Chief of Party, USAID, Jordan