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The contribution of qualitative research to the Healthy Foundations life-stage segmentation

The contribution of qualitative research to the Healthy Foundations life-stage segmentation

La Placa, Vincent, McVey, Dominic, MacGregor, Ewen, Smith, Amy and Scott, Malcolm (2014) The contribution of qualitative research to the Healthy Foundations life-stage segmentation. Critical Public Health, 24 (3). pp. 266-282. ISSN 0958-1596 (Print), 1469-3682 (Online) (doi:10.1080/09581596.2013.797068)

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Abstract

This paper presents the results of the qualitative phase of Healthy Foundations, a study that groups people according to their motivations to live healthily or otherwise, their lifestyles, and the circumstances that affect this. These segments are ‘Health Conscious Realists’, ‘Balanced Compensators’, ‘Live for Todays’, ‘Unconfident Fatalists’ and ‘Hedonistic Immortals’. The aim was to explore people’s attitudes and motivations to live healthily or otherwise and the targeted healthcare interventions appropriate for each segment. The qualitative phase involved two strands: (i) focus groups and immersion in-depth interviews and (ii) video ethnographic ‘pen portraits’. It provides robust insight into the five segments’ motivations and behaviour and how these are constructed within and influenced by the wider environment. It also enabled the segments to give their views of and design appropriate interventions aligned to their individual requirements, lifestyles and structural environments. It demonstrates the usefulness of the qualitative approach to health segmentations and enhances the case for methodological pluralism, and a critical perspective, to enable development of health-related behaviour change interventions and policy more widely.

Item Type: Article
Uncontrolled Keywords: qualitative research, segmentation, behaviour change, critical public health, healthcare interventions,
Subjects: R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine
Faculty / Department / Research Group: Faculty of Education & Health
Faculty of Education & Health > Department of Psychology, Social Work & Counselling
Last Modified: 06 Oct 2016 10:23
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/10082

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