Obesity care materials: Qualitative research
June 08, 2009 by admin
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:
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)
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