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Applying Marketing Methodology to COVID-19 Behavior Change

Strategic social marketing campaigns must be deliberately planned with the desired results in mind, no matter how difficult or far in the future the intended behavior may be expected. Unfortunately, when tackling health-related behaviors, the outcome can sometimes mean life or death. In the case of the U.S. Department of Health and Human Services’ (HHS) We Can Do This campaign, many lives were at stake as Fors Marsh Group (FMG) sought to inform and persuade the “movable middle”—or roughly 80% of Americans—across an immense and ever-changing landscape.

Segmentation: The Essential Ingredient in Public Health Campaigns

Segmentation uses a powerful combination of expert data analysis and advanced infrastructure and technology to identify specific groups with shared traits within a larger target audience. This marketing approach is particularly effective in public health campaigns in which resources are often constrained and tactics must be prioritized for behavior change on a large scale.   Th ...

Segmentation and Optimization: FMG’s Data-Driven Approach to Building Vaccine Confidence

Fors Marsh Group (FMG) uses segmentation and optimization to deliver data-driven decisions and communications strategies to the biggest health crisis of our time, the COVID-19 pandemic.

WHAT’S IMPORTANT WITH `{DOMIR}`: A FREE AND OPEN-SOURCE METHODOLOGY FOR THE RELATIVE IMPORTANCE OF PREDICTIVE MODELS

Data and predictive methodologies can give us a better understanding of why people do what they do. It’s one thread that links data science and classic statistics. Understanding the results from predictive modeling methods can be challenging, especially as new, complex methods that leverage vast computational resources to make more accurate predictions are added to the data sci ...

machine learning

Using Machine Learning to Ensure Hiring Fairness

We get excited about living our values at Fors Marsh Group (FMG), whether it’s engaging with our B Corp community or applying ourselves to critical social issues such as exercising the right to vote, improving worker safety, and promoting healthy behavior. FMG employees are also passionate about blending social science and data analysis to solve real-life problems so, naturally ...

diversity in the workplace, computational modeling, inclusive, equity

Striving for a More Diverse, Equitable, and Inclusive Workplace? Try Computational Modeling

With inequalities systemic to the workplace being recognized now more than ever before, many leaders are realizing and acknowledging that their organizations may not be as diverse as they would like them to be. Members of the workforce, particularly millennials and Generation Z, emphasize diversity and inclusion as a critical consideration in their job searches—but organization ...

quantitative research, full data picture, thick data, actionable insight

The Full Data Picture

At Fors Marsh Group (FMG), we pride ourselves on pairing traditional research methods with new computational advances to ensure we are getting the fullest possible perspective. We always seek the “right way” for any given research question; recent projects have included everything from focus groups to big data analytics—and even physiological data. But the data landscape is cha ...

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