MethodMarket research data help develop a three-dimensional view of communities. Below is a sample

analysis that highlights Michigan’s low income families by counties (Figure 2). Figures 3 and 4 drill

down to lower levels of geography displaying low income families by census track level for Kent

County and the city of Grand Rapids. This information is then layered with low income families’

proximity to parks, physical fitness centers and recreation centers, convenience stores, and fast food

restaurants.

PrimeLocation, a mapping software application developed by Nielsen, was used to identify areas with

a high proportion of families below poverty using data from the 2010 census. Bizfacts data were then

added for business with the following standard industry classification (SIC) codes Fast Food

Restaurants: 581240-581249; Convenience Stores: 541102-541103 Physical Fitness and

Recreation Centers: 799000, 799100,799700, 799900, and 799920. Bizfacts data are obtained by

Nielsen from several sources including the Bureau for Labor Statistics of the US Department of

Labor.

Results

Using Market Research Technologies to Design Effective Public Health Interventions for

Physical Activity, Nutrition, and Obesity Programs

Steven Owens, MD, MPH, Elizabeth Traore, MPH, Johnnie (Chip) Allen, MPH, Rebecca Coughlin, MPHDirectors of Health Promotion and Education, Ohio Department of Health and the Michigan Department of Community Health

 

Conclusion With the use of market research data, DOHs are able to reach beyond low hanging fruit and more

effectively target vulnerable populations in greatest need. Enhancing their ability to make data-

driven decisions and plan more effective physical activity, nutrition, and obesity prevention public

health programs focusing on social determinants of health and health equity. DHPE has worked

with 10 states, the District of Columbia, and a tribal agency to provide them with access to market

research data, give them skills to analyze and interpret these data, and provide technical support on

how to use the information to improve data-driven decision-making.

 

With fewer funds available to public health, it has become more important than ever to make the

most out of every dollar. Market research data can help DOHs target populations more effectively

and efficiently to ensure they are reaching those most in need.

DiscussionIn Grand Rapids, MI, neighborhoods with the greatest percentage of families below the poverty

level are clustered together. Analyses revealed 12 convenience stores and 45 fast food

restaurants (including 3 McDonalds, 2 Burger Kings, and 19 pizza places) within a 2 mile radius.

There were also 16 physical fitness/recreation centers in the area. However, additional analysis

showed that individuals living this area are less likely to exercise at a gym or fitness center

compared to individuals who live in other parts of Grand Rapids. This analysis demonstrates that

this area has easy access to relatively cheap unhealthy foods, which is likely facilitating poor food

choices and selections and promoting consumption of high caloric foods that can contribute to

obesity. These data also demonstrate that there are not many parks and other free facilities where

residents can exercise. However, there over 20 schools in the area that could potentially open

their gym facilities to residents after hours.

By examining the built environment within neighborhoods, Michigan Department of Community

Health was able to highlight and address challenges that impeded communities from engaging in

physical activity and making healthy food choices.

This analysis can be further enhanced if programmatic information either from the Women, Infants,

and Children Program (WIC) or Supplemental Nutrition Assistance Program (SNAP) program were

included to look at distribution points and opportunities to promote healthy food choices in these

neighborhoods

BackgroundThe causes of obesity related to health disparities and health inequities are multi-

faceted and complex. The inability to understand and respond to factors that

determine health outcomes is often the result of the lack of data to properly

characterize the problem, especially data related to different areas and levels of

geography. Market research data and technology provide useful tools that can

augment public health datasets to enhance data-driven decisions to address

obesity, physical activity, and nutrition. Community-based organizations, local,

state and territorial health departments customarily often do not have access to

robust data sources and technology to characterize the social determinants of

health overtime at local levels of geography. This in turn makes it difficult to

respond to the dynamic nature of health disparities and health inequalities related

to physical inactivity, food choices, food insecurity, and obesity.

DHPE released a request for applications announcement to provide up to 12

health promotion and education units within state and territorial departments of

health (DOHs) from across the country access to advanced training and robust

market research data and analytic tools from Nielsen, Inc. Ten states and the

District of Columbia’s DOH and a tribal agency were selected to receive access

to market research technology. Two state DOHs that already had access to

market research technology and datasets also received ongoing technical

assistance. (Figure 1). Through Nielsen’s market research technology, grantees

received access to several data sets including:

• Business Facts (Bizfacts)

• Tele Atlas North America (TANA) Boundaries, Roads, Highways, Landmarks

• Pop-Facts Demographics; from the 2010 US Census

• PRIZM profiles – Household Demographic Profiles

• PRIZM Profiles – Mediamark Research & Intelligence data

• PRIZM Profiles – Neighborhood Demographic Profiles

• Consumer Buying Power

• Retail Market Buying Power

Examples of Other State ProjectsHighlights from some of the state DOH grantees include:

•Illinois supplied the Springfield Urban League and Illinois Stewardship Alliance with a food desert map of the east side of Springfield to support their USDA community food grant •Provided Coordinated Approach to Children’s Health grantees a community profile of their school to help address Healthy People 2020 Goal PA-10: Increase the proportion of public and private schools that provide access to their physical activity spaces outside of school hours

•Michigan created maps for their state obesity summit illustrating the presence of food deserts in Michigan, highlighting both urban and rural areas.•Creating community profiles of Muskegon and Oceana counties to highlight food and healthcare access, as well as the distribution of racial/ethnic minorities.•Examined neighborhoods in Grand Rapids to access opportunities for physical activity

•Washington identified gaps in service delivery for the Supplemental Nutrition Assistance Program

Figure 5. Percent of Families Below Poverty by Census Tract in Grand Rapids

Figure 1.

Figure 2. Percent of Families Below Poverty by County in Michigan

Kent County

Figure 3. Percent of Families Below Poverty by Census Tract in Kent County

Grand Rapids

Figure 4. Percent of Families Below Poverty by Census Tract in Grand Rapids

Focus area for Figure 5