Adoption of New Marketing Practices

number or % of [specify: producers / sellers / service providers] that have in the past [specify the timeframe] used new marketing practices

The indicator measures the extent to which the target sellers / service providers adopted new marketing practices. By focusing on “new practices” rather than only those promoted by the project, it captures a wider range of positive changes, including those inspired by - but not directly taught - in project activities. Follow-up questions can help identify whether the project contributed to these innovations.

Collect the following data by conducting individual interviews with a representative sample of the target group members:

 

RECOMMENDED SURVEY QUESTION (Q) AND POSSIBLE ANSWERS (A)

Q1: In the past [specify the timeframe], have you made any changes in your marketing practices? For example, trying something new or doing things differently? 

A1: yes / no / no response

 

(ask the following question only if the previous answer is YES)

 

Q2: What new or different things have you done in the past [specify the timeframe] to get more customers or sell more? Probe extensively by asking: Anything else? or Did you try any other approaches, even small ones?

A2: Include a list of the marketing practices your project recommended earlier to the respondents, plus any other practices the respondents might have tried. Include also space for several “other options” you might not have thought about. Such practices might include:

- Conducting market research

- Developing or reviewing a marketing plan or business model

- Increasing advertising

- Using digital marketing channels (e.g. social media)

- Improving product packaging

- Establishing a customer feedback mechanism

- Improving customer service, including embedded services

- Opening new sales or distribution channels

- Introducing promotional offers (e.g. discounts, bundles)

- Participating in trade fairs, promotional events

- Branding or rebranding (e.g. logo, visual identity)

- Establishing new partnerships

 

 

To calculate the indicator's value, divide the number of respondents who adopted new marketing practices within the set period by the total number of respondents (exclude those who did not respond). Multiply the result by 100 to convert it to a percentage.

Disaggregate the data by whether the reported practices were promoted by the project activities or not, and other criteria depending on the context of your intervention.

1) Consider asking an additional question: “Where did you learn about this practice?” It might help you see the extent to which the respondents attribute the reported practices to your intervention. The question needs to be asked for each reported practice.

 

2) If you are interested in any specific practices, you might also want to ask about why some businesses have not used them. Was it due to high costs? Or lack of labour? Or limited effectiveness? Or lacking expertise?

 

3) Some practices are not used continuously, and asking about the current practices might underestimate the extent to which sellers / service providers have used these practices. For example, door-to-door sales might be conducted at a time when people have the most money (e.g. after harvest). Therefore, it is important to ask about a sufficiently long period (e.g. in the past 12 months).

 

4) Consider reporting on the percentage of sellers / service providers using specific marketing practices, for example:

    - % of [specify target group] who conducted market research

    - % of [specify target group] who participated in promotional events (e.g. trade fairs)