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The 5% figure seems like a reasonable, if not a high ballpark estimate for communication campaigns, as success is often just a few percentage points. Of course, the type of behaviour and success ratio will vary widely from behaviour to behaviour and population to population. After a year and a half in peer review, my meta-analysis on the design of online interventions for social marketing campaigns will soon be published. During the study, I discovered that online interventions and sophisticated print interventions offered similar behavioural impacts. Although there is no fixed rule on converting an effect size statistic into a percentage, by some estimates, the impact would be higher than 5%, with the caveat that many of these interventions work best on populations that are ready to change, ie excluding those in pre-contemplation or contemplation stages. However, I think it's possible to grow the 5% with online technology by offering interactive online support as one of many services for those who are sufficiently motivated or driven to take the next step.
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Dec 29, 2010