audience research for biomonitoring biomonitoring ......9formative research, materials development...
TRANSCRIPT
![Page 1: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/1.jpg)
Audience Research for Audience Research for BiomonitoringBiomonitoring CommunicationsCommunications
SimaniSimani M. Price, PhD, M. Price, PhD, WestatWestat
Association of Public Health Laboratories2009 Annual Conference
May 5-8, 2009Anchorage, Alaska
Funded by NCEH/ATSDR Office of Communication1
![Page 2: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/2.jpg)
Understand target audience information needs
Ensure information is interpreted as intended
2
![Page 3: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/3.jpg)
Risk Communication • Information flow from
Scientists to Public • Media (Genetically modified
food)• Data presentation• New risks
3
![Page 4: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/4.jpg)
Communication Challenges Communication Challenges for for BiomonitoringBiomonitoring
Health effects for many chemicals uncertain– Complex & probabilistic science
Increased media attention– New risk/Uncertainty
Not communicating has meaning4
![Page 5: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/5.jpg)
Overall Research Goals Overall Research Goals
Understand target audience KAB, motivators, barriers, information needs Priority chemicals (e.g.,bisphenol-A, brominated flame retardants, mercury, perchlorate, etc. )
Inform CDC communications planning, development, and dissemination
5
![Page 6: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/6.jpg)
Multi-method Approach Formative research, materials development and testingSecondary (lit review, audience profile, analysis of newspaper coverage of chemicals)Primary (in-depth interviews, expert panels, association forums, focus groups, surveys)Process/outcome evaluation measues
![Page 7: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/7.jpg)
Target AudiencesTarget AudiencesFederal AgenciesState & Local AgenciesLawmakersAdvocacy GroupsBusinesses/IndustriesAttentive Public Healthcare Providers
CDC Communication GoalsCDC Communication GoalsCDC role CollaborationIncrease understanding of data implications and limitations
![Page 8: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/8.jpg)
Federal Agencies
Agencies with interest in human biomonitoringClarify roles of federal agencies Conduct interviews, snowball sampling
8
![Page 9: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/9.jpg)
State and Local Governments
Investigate geographic clusters of diseases and environmental chemical exposures, industrial accidents
Increase dialogue between state and nationalIncrease state capacity to develop and use
Interviews, association forums, conferences
9
![Page 10: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/10.jpg)
Lawmakers
Assess environmental risks and inform legislative action Local electorate concerns, interest groups, media influence
Increase appropriate interpretation/informed decision making for legislationInterviews, NCSL expert panel
10
![Page 11: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/11.jpg)
Advocacy Groups
EWG, Breast Cancer Fund, Commonweal, Trust for America’s Health
Interpret findings for constituencyGreater regulations/protectionsSome conduct biomonitoring studies
CDC data
Interviews 11
![Page 12: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/12.jpg)
Business and Industry
Subject of biomonitoring studies
Concerned with credibility, interpretation, communication
Association forums
12
![Page 13: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/13.jpg)
Attentive Public AudiencesSegments of the general public
Pregnant women/mothers of young children
Communities affected by chemical exposures
Mommy bloggers, ATSDR communities, neigh. coalitions, focus groups
13
![Page 14: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/14.jpg)
Healthcare Providers
Assess patient health issues Patient concerns about chemicals (e.g., insect repellent)PCPs, ob/gyns, emergency physicians, pediatricians
Understanding of environmental healthProfessional associations, interviews, surveys
14
![Page 15: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/15.jpg)
Implications for Audiences
• Audience values, constituency, and context determines need for and interpretation of biomonitoring data
• Desire more information on health risk implications, need assistance in interpreting and communicating with constituency
![Page 16: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/16.jpg)
Current & Planned Current & Planned Project Activities Project Activities
16
![Page 17: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/17.jpg)
Formative Research Formative Research Identify gaps in current knowledge, attitudes, beliefs and uses of biomonitoring data
Influence of media on framing discussion of chemicals (Bisphenol A, Perchlorate)
Identify communication interventions and channels to achieve communication goals
17
![Page 18: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/18.jpg)
Communication Interventions
• Develop products, materials, and strategies for communicating effectively with target audiences and their constituents
• Dissemination through professional conferences, workshops, peer-review publications
![Page 19: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/19.jpg)
Evaluation Methods
Message/Materials testing
Process
Outcome
![Page 20: Audience Research for Biomonitoring Biomonitoring ......9Formative research, materials development and testing 9Secondary (lit review, audience profile, analysis of newspaper coverage](https://reader030.vdocument.in/reader030/viewer/2022040309/5f19c134a0924948d717c592/html5/thumbnails/20.jpg)
Discussion and Questions?