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Research Fusion: Merging public health, consumer and healthcare market research to inform health initiatives in developing countries
Melissa Moodley, Colin Baker, Greg Zwisler and Evan Simpson, ESOMAR, Congress, Istanbul, September 2013
This paper explains how PATH, a non-profit health-focused organisation, utilised healthcare market research in a public health campaign.
This paper explains how PATH, a non-profit health-focused organisation, utilised healthcare market research in a public health campaign. The research examined issues around low cost healthcare solutions that could prevent deaths in poor countries to better understand why those solutions were under-utilised. The findings demonstrate the value of including market research techniques in public health strategy. It highlights the importance of taking a consumer centric approach and prioritising local insight over global.
A Whole New World: A new and valuable platform for market research
Daranee Charoen-Rajapark, ESOMAR, Congress, Istanbul, September 2013
This paper describes how market research techniques were applied to measure quality of life in Thailand, and how findings were applied to improve quality of life.
This paper describes how market research techniques were applied to measure quality of life in Thailand, and how findings were applied to improve quality of life. Explained is the process undertaken to create a quality of life measurement tool and implement it. This method found that the main drivers of wellbeing include personal income/finances, sufficient housing, good physical and emotional health, job stability, family time, leisure time and equal opportunities in terms of education. The role of market researchers in generating insight on quality of life and proposing strategies for public policy are discussed.
The Power of Citizen-Group Public-Policy Advertising: Messages Don’t Need Third-Party Validation to Increase Salience among Pockets of Voters
Daniel Bergan and Genevieve Risner, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 405-420
Issue advertisements are advertisements designed to change public opinion about a social issue rather than advocate or oppose a candidate or ballot question or sell a product or service.
Issue advertisements are advertisements designed to change public opinion about a social issue rather than advocate or oppose a candidate or ballot question or sell a product or service. What effect do these advertisements have on perceived importance of the advertised issue and attitudes and knowledge about the featured policy? Results from an online experiment studying the effect of online issue advertisements suggest that issue advertisements can increase the salience of and knowledge about an issue. Issue advertisements can also persuade about the merits of a policy but only among individuals without attachments to major political parties.
The Power of Theme and Language in Multi-Cultural Communities: Which Tobacco Prevention Messages Are Most Persuasive to Mexican-American Youth?
Kathleen Kelly, Maria Leonora G. Comello, Linda R. Stanley and Gabriel R. Gonzalez, Journal of Advertising Research, Vol. 50, No. 3, 2010, pp. 265-278
This article reports on an experiment conducted that tested anti-tobacco advertising strategies aimed at a bicultural Mexican-American youth audience.
This article reports on an experiment conducted that tested anti-tobacco advertising strategies aimed at a bicultural Mexican-American youth audience. The direct effects of three advertising themes (negative health consequences, social norms against smoking, and tobacco industry manipulation) and three language executions (English, Spanish, and “Spanglish”) on adolescent Hispanics’ evaluations of the advertisements were examined using a multilevel modeling approach. Additionally, participant-level measures for acculturation and tobacco-related attitudes and behaviors as potential moderators were included. Although all the tested advertisements were viewed favorably, results suggest that a negative health theme may be most effective in a community-wide campaign because it evokes the least amount of counter-arguing among smokers while, at the same time, eliciting positive evaluations from nonsmokers. Results also support the use of either Spanglish or English in the design of anti-tobacco advertising aimed at Mexican-American youths. The study contributes to practical knowledge by examining these factors in stimuli with a high level of ecological validity.
Complex Conversations: New approaches in social marketing research for Tower Hamlets
Dr. Stephen Bell and Johanna Shapira, Market Research Society, Annual Conference, 2010
This paper discusses work undertaken by Ipsos MORI on behalf of NHS Tower Hamlets, which sought to gain an insight into how the uptake of cervical screening services in this area could be improved.
This paper discusses work undertaken by Ipsos MORI on behalf of NHS Tower Hamlets, which sought to gain an insight into how the uptake of cervical screening services in this area could be improved. This borough had a screening coverage rate of just 72.3%, one of the lowest totals nationally, and a figure that was below the overall target of 80% which, if achieved, can prevent the onset of terminal cervical cancer in 95% of cases. The research process involved incorporating the voices of white British, Somali and Bangladeshi women in Tower Hamlets through a mixture of peer research and ethnography. Adopting such a strategy helped deliver an understanding of the overall complexity of the issues, and to explain how to communicate and interact with this audience to build strategy.
Walking on a Tight Rope: Changing the way we do research
Jane Breeze and Neil Samson, Market Research Society, Annual Conference, 2010
This article assesses the challenges of conducting market research among adults in the UK with Autistic Spectrum Conditions.
This article assesses the challenges of conducting market research among adults in the UK with Autistic Spectrum Conditions. The Department of Health, the government department, was seeking to implement strategies that would help people with ASCs lead full and equal lives. This group of consumers is highly diverse, and can face difficulties covering verbal and non-verbal communication, social interaction, and sensory issues. As such, developing the Adult Autism Strategy required moving beyond traditional research techniques, and developing new ways of listening to audiences. Adopting greater personalisation was one key way of achieving this goal, and is a strategy that could offer considerable benefits to the industry as a whole.
Legally Brown: Using popular culture to overcome dangerous sun exposure behaviour among teens
Ainslie Williams and Sofia Khayech, ESOMAR, Global Healthcare, New York, March 2010
While a serious health issue, getting sunburnt is legal. In fact it's probably the least morally wrong of all issues facing teens in Australia today.
While a serious health issue, getting sunburnt is legal. In fact it's probably the least morally wrong of all issues facing teens in Australia today. This presentation is based on is a case study on how leveraging components of pop culture attractive to teens can not only produce a better research process but solid insights and strategic direction for youth focussed health campaigns.
Tackling health inequalities using geodemographics: a social marketing approach
Marc Farr, Jessica Wardlaw and Catherine Jones, International Journal of Market Research, Vol. 50, No. 4, 2008, pp. 449-467
Market research is generally considered the realm of the private commercial sector. This paper presents an innovative use of market research methods in the public sector, in particular the use of geodemographics, to tackle health inequalities.
Market research is generally considered the realm of the private commercial sector. This paper presents an innovative use of market research methods in the public sector, in particular the use of geodemographics, to tackle health inequalities. The term ‘social marketing’ has been around for over 30 years, since Philip Kotler and Gerald Zaltman’s seminal paper of 1971, in which the concept was first presented. Social marketing is distinguished from commercial marketing by aiming to achieve a ‘social good’ through a ‘behavioural change’. This paper explores the use of social marketing (commercial marketing techniques used in a societal context) to tackle ‘diseases of comfort’ and their resultant health inequalities. In this paper, we first discuss the conceptual underpinnings of social marketing, in order to elicit what truly defines it and makes it a worthwhile approach to achieving societal behavioural change. This paper presents a successful social marketing framework that is being used in practice in the UK to tackle commonplace public health issues. Discussion such as this is essential to develop a feedback loop that ensures that lessons are learnt and best practice is always adopted.
Viewpoint: UK alcohol policy and market research: media debates and methodological differences
Chris Hackley, International Journal of Market Research, Vol. 50, No. 4, 2008, pp. 429-431
In this Viewpoint article, Chris Hackley describes some of the important consequences and issues for the industry when the media are faced with market research commissioned from different perspectiveson a high-profile topic – alcoholic drink marketing and consumption behaviour in the UK.
In this Viewpoint article, Chris Hackley describes some of the important consequences and issues for the industry when the media are faced with market research commissioned from different perspectiveson a high-profile topic – alcoholic drink marketing and consumption behaviour in the UK. He discusses the conflicting role of research in informing the debate on the subject, and argues that engaging with young people – and the media – using research is a complicated problem. Diageo's recent advertising campaign marks one recent attempt by a advertiser to try and help in tackling the problem, but much more work still needs to be done.
Who shall live and who shall die? A case study of public engagement in health care planning
John May, International Journal of Market Research, Vol. 50, No. 3, 2008, pp. 319-338
Rationing of National Health Service expenditure is inevitable, difficult, controversial, and it is unusual for the public to have a direct say in setting healthcare spending priorities at the local level.
Rationing of National Health Service expenditure is inevitable, difficult, controversial, and it is unusual for the public to have a direct say in setting healthcare spending priorities at the local level. This paper presents a case study of public involvement in the allocation of some £60 million by a Primary Care Trust in North West London. Market research based techniques were used to demonstrate that the public are indeed capable of making these rationing decisions, given the right support. The results of a collective decision making process are reported, as are the effects on healthcare spending in this locality.
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