Research Update

Judy Gromis, Pennsylvania Nutrition Education TRACKS

Formative Research
Nutrition educators conduct formative research to identify the interests, behaviors, and needs of their target audience. The information gleaned from the research enables educators to make sound decisions when developing nutrition education programs and increases the likelihood of successful interventions. Knowledge of barriers to healthy eating, key motivators, and typical eating habits and food-related choices of the target audience can guide development of nutrition messages and educational strategies. Pilot testing messages with the intended audience provide feedback on relevance.

Methods for formative research can include interviews, focus groups, or surveys of the target audience to gather qualitative or quantitative data. PA NEN’s social marketing campaign in Fiscal Year 2006 consisted of formative analysis in which structured interviews were used to assess the educational needs of very low income Pennsylvanians. Interviews included open-ended (qualitative) affective and resource-related items and closed-ended (quantitative) questions from validated instruments to assess dietary behavior and food security.

The California Nutrition Education Network conducted fairly extensive formative research to guide development of their social marketing campaigns. 1 Federal initiatives such as the development of MyPyramid 2 and CDC’s VERB™ campaign for youth 3 also employed formative research to develop nutrition education concepts and messages.

Formative research is also a critical element in developing valid and reliable evaluation tools to assess the impact of nutrition education programming. Obtaining feedback from the target audience as to comprehension of survey questions and instructions is essential to determine whether evaluation tools measure what educators intend to measure. Cognitive interviews are used by Pennsylvania Nutrition Education Tracks as one method of eliciting this information. During FY 2006, interviews were conducted with elementary school children, adults, and seniors to examine and refine evaluation tools. Field testing of evaluation protocols and tools is another method of formative research.

To improve the effectiveness of nutrition education programs and to maximize use of limited education resources, formative research should be an integral part of program development. Ideally this research should be ongoing to continuously refine and improve program activities.

Notes

  1. California Department of Health Services, Research and Evaluation, http://www.dhs.ca.gov/ps/cdic/cpns/research/rea_formative.htm, accessed 11/24/06.
  2. Center for Nutrition Policy and Promotion, Improving the Nutrition and Well-Being of Americans, http://www.usda.gov/cnpp/pyramid-update/Research, accessed 11/24/06.
  3. Centers for Disease Control and Prevention, Youth Media campaign, http://www.cdc.gov/youthcampaign/research/formative.htm, accessed 11/24/06.