Calderdale Council‘s Public Health Department commissioned Enventure Research to undertake independent insight research to support the development of a number of behavioural change campaigns. The Council sought to improve the health of its residents through encouraging behavioural change across physical activity, healthy lifestyles, weight loss, active travel and cycling and road safety. To do this successfully, the authority needed to understand barriers and motivations of its residents around these behaviours in order to develop a range of social marketing health campaigns.
The research utilised both quantitative and qualitative approaches. An on-street face-to-face survey, with just over 2,000 respondents, took place at sample points across the district. The survey aimed to provide an understanding of behaviours and attitudes to health in Calderdale, focusing on attitudes, motivations and barriers around road safety and speed, 20mph speed limits, public transport, non-vehicle modes of travel (cycling and walking), current travel methods for short routes (work, education and leisure).
Following the quantitative research, four focus groups were held with residents and one with Key Stage 3 students at a local school. Participants were encouraged to discuss topics raised in the questionnaire in more depth so a greater understanding of their attitudes and perceptions could be gained. It was also an opportunity to test some campaign materials.
Results and Benefits to the Client
The research provided Calderdale Council with some excellent baseline data and insight into how people perceive exercise and what would encourage them to participate in exercise. The focus groups also provided excellent insight into the most appropriate and impactful campaign designs and messages.
“We worked with Enventure Research to better understand the attitudes, motivations and barriers of residents in Calderdale to help shape our behaviour change communications strategy. Residents were asked about attitudes to healthy lifestyles, public transport, walking, cycling, 20mph speed limits and more. Some of the results were surprising and from better understanding local barriers and motivations we are now able to use this insight to enrich national insight and shape our communication strategies and plans.
Enventure Research provided excellent advice, clear updates during the research and an easy to understand presentation of results. Enventure also advised on how we could do this within a tight budget whilst ensuring that the research was representative of Calderdale. Mark and his team were really easy to work with and highly recommendable for any future research needs.”
(Melissa Makan, Public Health, Calderdale Council)
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