Research and Analysis

Primary Research

Methodology:

We created a survey to be e-mailed to several adoption discussion groups (surveys originated on listserves sponsored by the Eastern European Adoption Coalition), then asked the list members if they would like to participate in our research. Survey responses were collected between April 25 and May 7, 2000. Surveys were sent out to approximately 200 people, and 133 were returned. Due to time restrictions, we were only able to analyze 42 of the surveys.

Survey (Flaws and all)       Findings



Secondary Research

Methodology:

We explored many of the popular adoption websites and some of the U.S. government's resources about adoption. We found many articles and research studies concerning behaviors of adoptive parents as well as facts about international (specifically, Russian) adoption. The below is a summary of the findings we felt pertain most to Kidsave International's mission and goals, as well as the strategy of our advertising campaign.

Findings



Implications for Advertising

We have integrated the findings of our primary and secondary research throughout both our campaigns. Specifically, we have targeted our media usage for the Summer Miracles Campaign based on the demographic, psychographic and behavior traits demonstrated by the respondents to our internet survey. We have used some of the statistics about Russian adoption found in the secondary research and applied them to the needs of Kidsave International in the creative examples for the Awareness Campaign.