The Kirklees Partnership, representing a range of organisations in Kirklees, was planning a marketing and communications campaign as part of its Obesity Programme Plan to tackle this major health challenge for the area.
The campaign was targeted at people aged over 16 with a minimum BMI of 30 who were not involved in weight management activities, and the partnership wanted to carry out scoping research to look at the behaviours and motivations of this group in relation to weight management.
Kirklees Council, on behalf of the Partnership, commissioned Enventure to carry out the research.
Following on-street recruitment Enventure carried out qualitative research involving 18 in-depth interviews with people in their own homes and representing a broad range in terms of BMI, gender, age and geographical location.
A ‘typological’ approach was used in the analysis of the interviews, which groups individuals by factors they have in common rather than by conventional demographic criteria.
“I have been extremely pleased with the work that we have commissioned from Enventure and would happily work with them again in the future. They brought a high degree of knowledge, skills and professionalism to the qualitative insight work that they undertook for us and have produced high quality work that will help to inform our service redesign. Throughout the process they have been in contact and have been to discuss the results and feedback in person.”
Tim Fielding, Public Health – Obesity Lead, NHS Kirklees
Enventure provided the Kirklees Partnership with feedback on a wide range of issues, including people’s self-perceptions, the lifestyle, environmental and social factors that led to obesity, their understanding of the causes of obesity and attitudes towards general health and weight management.
Our feedback also examined the approaches to any weight management campaign in terms of motivational messages, practical information, the perceived role and responsibilities of the NHS, channels of communication, and presentation and delivery.
Benefits to Client
The research findings gave the Kirklees Partnership useful insight into their target group and were used to inform current and future weight management provision in Kirklees.