Obesity care materials: Qualitative research
Year of report:
Summary of findings:
- 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 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.
The overall research aim was to test two design routes for “The Weight Loss Guide”
- 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
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
Ethnic minorities were represented in each group
Groups were split into two age groups (20-40 and 41-65)
Data collection methodology:
8 focus groups each containing 4 respondents. Total=32
Location (Camden/ Kingston/ Bristol/ Leeds)
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