Encouraging consumers to reduce their energy consumption; use a bed-net properly, or change their farming practices requires more than just giving people facts.  Another Option develops messages and materials that are created through careful audience research. Evidence from audience research enables Another Option to uncover what is important to individuals; who and what influences their lives and the life choices they make; and what factors affect their ability to make changes and uses this information, to develops salient messages and appropriate materials for each audience.