FOCUS GROUPS WITH PARENTS: WHAT DO THEY THINK ABOUT FOOD MARKETING TO THEIR KIDS?
Public health experts emphasize the need for regulations limiting unhealthy food marketing to children to help solve the childhood obesity crisis; however, increased public support is necessary to implement such policies. We conducted six focus groups with Caucasian, Hispanic and African American parents in which we explored potential ways to increase awareness of the harmful effects of child-targeted food marketing in order to enhance support for government policies limiting these practices. In general, parents expressed low awareness of food marketing and its negative impact on children. Yet examples of current food marketing practices presented during the groups effectively convinced many parents that the issue merits further action. Some parents supported government-level solutions and wanted to personally engage in actions to address the issue. Despite their support, many parents also perceived potential barriers to the effective implementation of proposed solutions. This qualitative research demonstrates that increased awareness of food marketing practices targeting children together with examples of potential actions that can be enacted at the local level are likely to increase support for societal-level solutions to address the issue. These findings suggest a significant opportunity for communities and advocacy groups to educate parents and effectively enlist their support for local action to limit food marketing to children.
IN A FOREIGN LAND - TO MODERATE OR NOT IS THE QUESTION
Many of you have had or will have the problem of using foreign moderators on an international study because you do not speak the language. Much of the success of an international project is whether you can find experienced moderators who are familiar with the type of research you plan to do and who are available. Researching the “right” moderator is also where your time (which is not always adequately built into the budget) can expand exponentially. This entails finding the moderator, checking his (or her) bona fides, assessing his language skills, steeping him in the objectives of the study, training him in your specialized techniques, etc. These problems only get compounded as the number of countries increases...
THE CRUCIBLE - GETTING UNDER THE SELF-DECEPTIONS OF EVERYDAY LIFE
The Crucible technique gives the client a first-hand look at the emotional underpinnings of consumers’ motivations in using a particular product.
A PICTURE IS WORTH A THOUSAND WORDS...SOMETIMES
This technique’s end result provides a complete profile of personality attributes particular to the brand, market and consumer being investigated, and the inclusion of any two variables allows for differential comparisons to be made.
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