Obesity care materials: Qualitative research

Research type:
Qualitative
Region:
National
Year of report:
2006
Download:
PDF icon Obesity Care Materials. Qualitative Findings_272532.pdf

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