Research type: 

Qualitative

Region: 

National

Year of report: 

2006

Summary of findings: 

Women

  • It’s very easy to offend women
  • They absolutely reject a lecturing tone
  • They want to focus on what’s possible; motivational messages are crucial
  • They know a lot including: - That they’re overweight/ obese! - What they should be eating - or at least what they shouldn’t! - How they should be exercising - They are the gatekeepers, controlling healthy eating in their family.
  • Feel depressed and out of control - unless they’re losing weight
  • They yo yo because they’re too often seduced by ‘the big loss’
  • BUT need a lot more help to take the slower route

Men

  • Men are easily switched off and abdicate responsibility
  • A direct, more head on, real, ‘open’ approach is appreciated
  • They are able to find the issue humorous
  • It may help to put weight in the context of other ‘issues’ for men including: - Smoking - Exercise - Cholesterol / diabetes - how can this all help?
  • Men need help understanding why it’s bad to be overweight/obese. What are the repercussions? How will healthy weight improve lifestyle?
  • Case studies may play a useful role

Specific reactions to and recommendations are made in relation to the different leaflets presented in the focus groups.

Research objectives: 

The overall research aim was to test two design routes for “The Weight Loss Guide”

Specific aims:

  • to help establish the positioning likely to be most widely motivating in encouraging take-up of the service
  • to make recommendations for the implementation of the chosen creative route
  • to identify motivating elements to help refine executions

Background: 

The White Paper, “Choosing Health”, has a commitment to producing materials to help weight loss. The Paper specifically includes commitments to produce materials to be used through GPs. Three materials were produced/ drafted:

  • “Obesity Care Pathway”
  • “Weight Management Card”
  • “Weight Loss Guide” containing information for adults who would like to lose weight, and information for adults to help children who are overweight

Research participants: 

  • Focus groups were split by: - Age (20-40/ 41-65) - social class (BC1/ C2DE) - Sex (Male/ Female)
  • Ethnic minorities represented
  • Each group had a mix of overweight and obese
  • Audience Summary

    Gender: 

    Male
    Female

    Ethnicity: 

    Ethnic minorities were represented in each group

    Age: 

    Groups were split into two age groups (20-40 and 41-65)

    Social Class: 

  • ABC1
  • C2DE
  • Methodology

    Data collection methodology: 

    Focus groups

    Sample size: 

    8 focus groups each containing 4 respondents. Total=32

    Detailed region: 

    Location (Camden/ Kingston/ Bristol/ Leeds)

    Fieldwork dates: 

    Not specified

    Agree to publish: 

    Private

    Sensitivity: 

    Low

    Research agency: 

    Counterpoint

    COI Number: 

    272532

    Report format: 

    PowerPoint