Table 1.

A Research Approach for Data-Driven Dissemination

Type of Study	Objective	Purpose
Formative audience research	Characterize a target audience’s awareness about, adoption of, and attitudes towards an intervention, and preferences for receiving information about it, as well as other individual attributes that may influence practice behavior and perceptions of context (e.g., self-efficacy, injunctive social norms).	Provide an empirical foundation to inform the design and distribution of dissemination materials.
Audience segmentation research	Identify discrete and meaningful sub-groups within an audience that vary in terms of their awareness about, attitudes towards, adoption of, and preferences for receiving information about an intervention.	Inform the adaptation of dissemination materials and modes of delivery for different audience segments.
Dissemination effectiveness research	Test dissemination strategies to determine which are most effective at changing an audience’s awareness about, attitudes towards, and adoption of an intervention.	Determine which dissemination strategies should be scaled-up.