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How to Conduct Qualitative Formative Research

Qualitative or formative research is an activity conducted at the start of the Social Behavior Change Communication (SBCC) project design process. Qualitative research is a key step in order to create program materials, tools and approaches that are culturally appropriate given the local context. Qualitative methods collect data and answers questions such as why and how and, although it provides rich detail, it is not meant to generalize to an entire population or intended audience.