Methodology

The Rajasthan Government's 2016-17 campaign for 13 flagship schemes aimed to engage a diverse audience, including farmers, traders, housewives, students, and blue-collar workers across urban and rural areas. Reaching 244 sub-districts in 14 districts required a scalable and systematic data collection approach. The campaign faced challenges in ensuring message penetration across varied demographics and media consumption habits. Measuring its effectiveness involved analyzing both unaided and aided recall across multiple channels, adding to the complexity. Additionally, assessing regional differences in awareness and engagement was crucial for optimizing future outreach efforts.

Challenges

A structured research methodology was designed to ensure comprehensive data collection and analysis. Purposive sampling was used, targeting 3,000 respondents across key socio-economic groups, maintaining a 60:40 male-to-female ratio. The study was conducted in two phases: Phase 1 covered 500 respondents across 14 districts, while Phase 2 expanded to 244 sub-districts with 3,000 respondents. Innovative tools like campaign radio edits and photo cards facilitated aided recall, enhancing response accuracy. Mobile-based face-to-face interviews ensured real-time data capture, while rigorous quality control measures and extensive field executive training maintained data consistency and reliability across all locations.

Methodology

The research yielded critical insights that enabled the Rajasthan Government to enhance its communication strategies and improve outreach effectiveness. By identifying regions with lower awareness, the study helped optimize resource allocation for targeted engagement. Evaluating message recall across various media channels provided data-driven recommendations for more impactful campaign execution. The findings also informed policy recommendations to strengthen engagement in underserved communities. Additionally, the final reports served as a strategic guide for future government initiatives, ensuring sustained program success and improved public awareness.

Results