Calderdale Council has commissioned Enventure Research to undertake independent attitude research to inform the development of marketing health campaigns across Calderdale. The research will aim to understand barriers and motivations of Calderdale residents around physical activity, healthy lifestyles, weight loss, active travel and cycling and road safety, to help plan future steps in behaviour change in these areas.
A two-stage approach will be taken to the research, commencing with an on-street survey to establish residents’ views and perceptions. The survey will be conducted face-to-face by local experienced Interviewer Quality Control Scheme (IQCS) trained interviewers with a representative sample of 2,040 residents in a number of sampling points throughout Calderdale. The second phase of the research will be qualitative in nature, consisting of five focus groups allowing exploration of the issues highlighted in the on-street survey in greater depth.
On-street surveying will begin in February 2015, with the focus groups taking place shortly after the completion of the fieldwork.