Hearts and Hands International helps kids around the world by assisting with programs and volunteer teams that help the needs of children at risk. Proceeds from your purchase of Kenyan Blue Mountain Coffee will sponsor a child for one month. Great tasting whole bean coffee for your small group or church gathering! Order now! $29.95 order here
« Engel’s Strategy Classic: Men, the Message, and the Media | Home | Engel’s Strategy Classic: Competition »
Engel’s Strategy Classic: ANALYSIS OF THE ENVIRONMENT
By chris | January 29, 2008
From the 1975 classic “WHAT’S GONE WRONG WITH THE HARVEST” by James Engel
ANALYSIS OF THE ENVIRONMENT
Obviously, any strategy begins with an understanding of the audience, but attention also must be focused on several additional factors: (1) competition, (2) governmental regulations, and (3) media resources.
The Audience
George and Sally Calderone represent a segment of the total audience in Rollingwood, albeit a very small one. Obviously, a strategy that moves beyond face-to-face communication must contend with much larger segments. A major goal of the environmental analysis is to uncover segments of people who are essentially alike in terms of lifestyles and backgrounds and who show evidence of receptivity and openness to change.
When one thinks about it, the mass media will tend to be ineffective if those in the audience are greatly different from one another in any important respect. After all, only one message can be used at a time, and it can easily wind up missing the mark with most people under these circumstances. Therefore, strategy begins with the isolation of homogeneous segments, most often defined in such measurable terms as age, educational background, or lifestyle.2 In that way there is a much greater probability that an appropriate combination of message and media will succeed in influencing many rather than a few.
Experience and intuition will be of help in defining these segments, but it usually is necessary also to utilize some form of research. Let it be stated at the Outset that research is nothing more than the gathering of information useful for purposes of planning and decision making.
It is never an end in itself. This may seem to be an obvious point, but experience has shown that it is easy to get sidetracked on the exotic issues of research and forget the fact that the real focus must always remain on planning. In the final analysis, such information provides the objective basis upon which the Holy Spirit can then build as He guides us through the renewing of our minds (Rom. 12:2).
Careful personal observation and skillful questioning will be an adequate approach to research in face-to-face communication or when groups are small and people are well-known to each other. Larger segments, however, will usually require utilization of some type of survey instrument. The purpose of this book is not to delve deeply into research technique. Let it be noted that there is a well-developed methodology that utilizes questionnaires to study relatively small samples out of a larger group.3 Furthermore, experience has shown that this methodology may be adapted so that it is useful almost anywhere in the world.4 Surely, God’s people also should make use of any tool that can be helpful in carrying out His work.
Two areas, in particular, require a careful analysis of the audience: (1) determination of audience target and (2) assessment of the requirements of the message.
Audience Target. From the discussion thus far, it is apparent that there are differences among various segments in the degree to which they will be responsive to the gospel message. Felt need for change, of course, is the most basic sign of this openness, and its existence is a positive indication that the Holy Spirit is at work bringing about conviction and problem recognition.
Openness to change comes about as people begin to reappraise their self-image, usually as a result of the impact of some kind of new experience. 5 The Muslim college-age student in Indonesia, for example, was virtually impenetrable with the gospel until the post-Sukarno era when his country emerged into dynamic economic development and growth. New experiential vistas opened, educational opportunity burgeoned, and previous religious values began to be challenged. For the first time, many grasped altogether new opportunities for individual achievement. Therefore, those who are now in college are particularly interested in, and responsive to, the gospel. In short, their filters have been broken wide open by new experience, and this is an ideal time to focus efforts both to proclaim the gospel and to persuade.
Another factor to look for is the strength of existing religious and/or philosophical belief. A fundamental principle of persuasion is that attitude change proceeds in proportion to the strength of presently held attitudes. Therefore, the nominal people of all faiths can (but not necessarily will) represent a responsive audience segment. 6 The converse of this generalization also is true in that efforts generally are wasted when they are directed to those who hold their convictions deeply. This was recognized by the Lord who achieved little response among the Pharisees and concentrated instead on the publicans and sinners who keenly felt their need for change and recognized the inadequacy of their existing beliefs.
Which segments are likely to be most responsive to the gospel in Rollingwood? Keep in mind that Rollingwood in marketing terms is considered to be “upscale”; i.e., it represents those in the higher educational, occupational, and social strata. There are relatively few who would be viewed as blue-collar or working-class people. The majority work in the city and are commuters.
The key to success is to identify groups where most, for one reason or another, are faced with circumstances of change and with the necessity of “reprogramming” their perceptual filters. Obviously, those of high school or college age qualify, and it is probable, at least given the current experience elsewhere throughout most of the world, that they would represent a responsive segment. But what about those commuters? Are the strivings of materialism wearing thin as was the case with George Calderone? Are circumstances such that there is a recognized need for change?
Quite likely, the young business executive living in Rolling-wood is no different from the majority of three thousand business executives who were studied by the American Management Association and who voiced deep concern about imposed pressures to compromise personal standards to meet company goals.7 It is small wonder that 85 percent of all managers undergo a deep personal conflict when they discover their youthful ideals and goals run counter to business operations that seem to be low on principle and high on expediency.8 This conflict is most severe between the ages of thirty-four and forty-two, and it is often manifested by unwillingness to take on new problems and a desire to minimize the total demands of a job on one’s life. Some will accept the advice of one executive who noted the contradictions he faced but concluded that it is necessary to “play by the rules of the game” if one is to accumulate much money or power.9 But others will not willingly take this route and are searching instead for the personal power that will enable them to “dare to be different.”
Many of these same executives are experiencing equally severe tensions at home. Divorce rates soar among those in this segment. Others continue the scramble to raise their standard of living, only to find that this desire is insatiable. This segment of business executives (and their wives) under the age of forty from every perspective seems potentially to be open and responsive to the gospel message. The remainder of our discussion will focus on this audience target, for purposes of illustration, although there are other equally responsive segments, especially the youth.
Message Requirements. Definition of audience target is only the first step, of course. Next, it is necessary to focus the research inquiry on the following questions: (1) lifestyle and desires, (2) spiritual awareness, (3) attitudes toward the gospel, (4) decision-making styles, and (5) norms and values. The importance of each of these items of information was discussed in the preceding chapter, and one category obviously blurs into another. The main point here is that some type of questionnaire survey will be required to isolate this information, without which it will be impossible to mount an effective adaptive strategy.
Let it be assumed that such a study was undertaken in Rollingwood by a committee appointed by the local churches and that the data in Figure 4 were the outcome.
What implications emerge as you study Figure 4? Notice first of all that we must work with averages. There never is complete unanimity of response, so it is necessary to focus on the answers given by the majority. Second, there are definite signs that this segment contains a number who are open to change. Materialistic striving is the dominant lifestyle as is to be expected, but its motivational impact is diminishing and real questions are being raised by many about the very goals of life. Also, the mid-career conflict discussed above is very much in evidence. The spiritual awareness indicates that most have reached only the stage of initial awareness and interest as depicted in Figure 3 (perhaps stage -5). There is substantial confusion and misinformation, and these must be cleared up if many are to accept Christ soon. The result, of course, is that attitudes toward the gospel and the Church are mixed.
These data are of significance in communication strategy. They demonstrate openness to change and make apparent the sources of existing areas of felt need. Furthermore, a precise indication of present spiritual awareness and attitude is given. It becomes obvious that the messages must demonstrate how a personal relationship with Jesus Christ can provide real meaning at home and on the job. They must clearly show that Christ is the only plausible solution to these problems.
Figure 4. The Results of a Survey of Suburban Men Under Age Forty Undertaken by Rollingwood Churches
Lifestyle
The majority agreed with the following statements:
- To me it is important to have the latest things in my home.
- I place great satisfaction in a steady advance toward the top in my career.
- I very much enjoy world travel.
- I want my children to have the best in a college education.
- I enjoy facing a difficult challenge on the job.
- Those who know me well would see me as one who wants to get ahead in the world.
But openness to change was indicated by substantial agreement with statements such as these:
- There are times when I feel I must compromise my personal convictions at work.
- Sometimes I wonder if getting ahead on the job is worth it.
- I have a growing concern that my marriage isn’t what it Once was.
- Often now I find myself less satisfied with the general direction of my life.
- Frequently I consider the possibility of doing something altogether different with my life.
Spiritual Status
- 68 percent believe there is one God.
- 48 percent believe that most of the problems in the world today are a result of man himself.
- 68 percent believe that Jesus actually lived on this earth.
- 40 percent feel confident that Jesus experienced a bodily resurrection.
- 41 percent indicated agreement that Jesus has provided the way to know God personally.
- 54 percent have read the Bible at least once in the past year.
- 29 percent could correctly state how one becomes a Christian.
Attitudes Toward the Gospel and Church
- 47 percent attended church at least once in the past year.
- 59 percent evidence doubt that the church actually has personal significance for them.
- 67 percent were interested in knowing more about Christianity.
Topics: Uncategorized |