Tailoring interventions to the target audience has become an increasingly important feature of effective health prevention campaigns. The process of identifying appropriate tailoring variables requires extensive formative research, along with the application of appropriate techniques to garner information for intervention development. Focus groups, depth interviews, and participant observations have been identified as the preferred methodologies for much formative research in health communication campaigns, and thus were employed in the present study. The techniques were used to elicit information on concept and message development, identification of target behaviors, and testing of materials. In addition, they were employed to take advantage of the natural occurring nature of these behaviors thus allowing the identification of specific cultural variables that mediate intervention effectiveness. Participants in the focus groups were primarily female (94%), bilingual (Spanish & English; 62%), married (63%), and homemakers (57%), with a mean family size of 3 adults (SD=1.22) and 2 children (SD=1.43). Participants in the food shopping and preparation observations and depth interviews were similar: female (100%), bilingual (65%), married (64%), and employed full-time (53%). The participants reported high levels of involvement in planning meals (73%), grocery shopping (74%), and preparing meals (77%). Half of the women were in the action & maintenance stages of fiber-related dietary change, whereas 80% reported similar stages of fat-related dietary change. Results from this research phase suggest focusing less on the link between nutrition and health consequences, and more on nutrition-related behaviors that impact cost, taste, weight loss, body image, and providing for one's family.
Learning Objectives: "At the conclusion of the session, the participant (learner) in this session will be able to: (1) list the type of information garner from various formative research techniques;(2) identify points of influence for nutrition-related interventions; (3) create a framework for developing tailored intervention material
Keywords: Health Communications, Latino Health
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.