KAB AUDIENCE ANALYSIS WORKSHEET
Instructions: Complete one worksheet for EACH primary audience (2-3 audiences total). Be specific and think from the audience’s perspective.
SCENARIO: _______________________________
AUDIENCE: _______________________________
(Be specific: e.g., “Female food vendors aged 25-45 in Katwe Market” not just “vendors”)
DATE: _______________________________
SECTION 1: AUDIENCE PROFILE
Demographics:
Age range:
Gender:
Occupation/role:
Location:
Education level:
Economic status:
Language(s):
What makes this audience distinct?
Why is this audience a priority for RCCE?
SECTION 2: KNOWLEDGE ANALYSIS
What does this audience currently KNOW about the health risk?
(Correct information they have)
What KNOWLEDGE GAPS exist?
(Information they’re missing)
What MISINFORMATION do they hold?
(False beliefs)
How did they get this misinformation?
(Sources: rumors, traditional beliefs, past experiences, etc.)
SECTION 3: ATTITUDE ANALYSIS
Risk Perception:
Do they believe they are at risk? ☐ Yes ☐ Somewhat ☐ No
Do they believe the risk is serious? ☐ Yes ☐ Somewhat ☐ No
Why or why not?
Trust:
Do they trust government health authorities? ☐ Yes ☐ Somewhat ☐ No
Do they trust health workers? ☐ Yes ☐ Somewhat ☐ No
Who DO they trust? (List trusted sources)
Self-Efficacy:
Do they believe they CAN take protective action? ☐ Yes ☐ Somewhat ☐ No
What makes them feel they can or cannot?
Cultural/Religious Beliefs:
What traditional or religious beliefs affect their response to this risk?
Emotions:
What emotions do they feel about this risk? (fear, denial, fatalism, hope, anger, etc.)
SECTION 4: BEHAVIOR ANALYSIS
Current Behavior:
What are they currently doing (related to this health risk)?
Desired Behavior:
What should they be doing instead? (Be specific)
Barriers to Behavior Change:
What prevents them from adopting the desired behavior?
| Barrier Type | Specific Barrier | How Significant? (High/Medium/Low) |
| Structural (infrastructure, access) | ||
| Economic (cost, income loss) | ||
| Social (norms, peer pressure) | ||
| Knowledge (don’t know how) | ||
| Attitude (don’t believe it works) | ||
| Practical (time, skills) |
Facilitators:
What would make behavior change EASIER?
SECTION 5: RCCE IMPLICATIONS
Based on your KAB analysis, what are the key implications for RCCE?
Key Messages Must Address:
| Domain | What Messages Must Address |
| Knowledge | |
| Attitude | |
| Behavior |
Draft Core Message:
(Write 2-3 sentences that address K, A, and B)
Trusted Messengers:
Who should deliver this message? (List 2-3)
Channels:
How will this message reach this audience? (List 2-3 channels)
PEER REVIEW SECTION
Reviewer Name: _______________________________
Does the KAB analysis:
| Criterion | Yes | Partially | No | Comments |
| Clearly define a specific audience? | ||||
| Identify real knowledge gaps (not assumptions)? | ||||
| Address misinformation specifically? | ||||
| Analyze attitudes beyond just knowledge? | ||||
| Identify specific barriers to behavior change? | ||||
| Propose message that addresses K, A, AND B? | ||||
| Identify trusted messengers (not just “KCCA”)? |
One Strength:
One Suggestion for Improvement: