This article looks at the methodological aspects of a field research, seeking to identify the most preferred channels of communication for disseminating advocacy messages on health and other programmatic areas of UNICEF work in Azerbaijan. Although the research targets different groups, including general audience, girls, young mothers, persons with disabilities, internally displaced persons and adults from different settlements, the article focuses mainly on the methodologies applied and shares a few striking findings. In this research we utilized a multi-methodological perspective, combining quantitative & qualitative methods. While quantitative methods enabled us to gather statistically reliable data on the most preferred channels of communication, qualitative techniques allowed us to peer behind the curtain and collect in-depth insights about efficiency of existing channels of communication for accessing information on health. The article demonstrates that such hybrid methodological approach enriches the research design and provides broader base for future communication strategies concerning public health.