TRaC and the Dashboard to Decision Making Process Toolkit


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The PSI Research Division adapted the dashboard used by Coca Cola as a tool for social marketing decision making. The dashboard is made up of five standard tables with data that is useful for making decisions related to strategic, project, and marketing planning.

The dashboard is designed to answer questions that cannot be made without evidence and to do so with timely, accurate, objective, and easy to read instruments and measures that complement a social marketer’s experience or feeling.

PSI uses the dashboard to identify drivers and inhibitors of product consumption, health services use, or more generally the adoption of a behavior. It is intended to:

• Provide a quick means for social marketers to identify those perceptions that drive behavior change and supply source choice in HIV/AIDS, reproductive health, and maternal and child health.

• Track key logical framework indicators and measures of product and service coverage, quality of coverage, and access.

• Determine whether the marketing mix is effective and equitable in changing behavior.