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Tackling the social marketing formative research bottleneck: comparative analysis of the complementary nature of community-generated personas and focus groups

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Mahmooda Khaliq, Dove Wimbish, Angela Makris
Journal: Journal of Social Marketing
Journal of Social Marketing (2024) 14 (2): 187–209.
https://doi.org/10.1108/JSOCM-06-2023-0141
Published: 16 April 2024
... that complemented findings from ongoing formative research on vaccine hesitancy in the Hispanic/Latino population in the USA during COVID-19 pandemic. Design/methodology/approach An exploratory concurrent parallel qualitative study design compared three personas created by community-based organization members...
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