About Communicating for Change
Media Research
Research is an integral part of CFC’s communications
activities - not only as a means of judging listenership and
verifying impact - but also as a way of obtaining information
about radio listening and television viewing habits and people's
access to the electronic & print media.
CFC gave youth between the ages of 14-29 tape
recorders to interview their peers as a way of gathering authentic
lifestyle information for a youth radio drama, Ready or Not.
During the project’s three month, in-depth formative research
phase, CFC worked in partnership with experts from Michigan
State University in the United States, and Nigeria’s leading
research company, to design research instruments and carry
out in-depth interviews and focus group discussions to determine
perceptions and attitudes of different audiences. This extensive
pre- and post-testing provides excellent indicators of success,
and helps the organisation determine the impact of messages.
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