Healthy Living
The health community puts increasing emphasis on improving public health to try and prevent problems before they occur. This means that as well as treatment and rehabilitation of patients when they are ill, health providers need to be thinking about prevention as well. This has given a rising importance to research looking at health promotion, an area where Ipsos MORI has vast experience in health audits, contributing to the development of health promotion materials, and evaluating the impact of health service communications. A key challenge for health professionals is to get across key messages in a thought provoking manner — rather than being worthy but dull.
Below are some examples of our work in this area:
Local Exercise Action Pilots (LEAP) (2003-2005) MORI, in partnership with Cavill Associates and a small international team of academics, is conducting the quantitative component of the evaluation of the England-wide Local Exercise Action Pilots (LEAP) programme, jointly funded by the Department of Health, Sport England and the Countryside Agency. The baseline survey was conducted in November / December 2003 and the follow-up was conducted in November / December 2005. These baseline and final telephone surveys were conducted among the public in five of the nine PCT intervention areas and with an England-wide control sample, to monitor any changes in awareness, attitudes, knowledge or self-reported levels of activity between the pre-intervention and post-intervention surveys.
Volatile Substance Abuse (2005) MORI carried out a study into Volatile Substance Abuse (VSA) on behalf of the Department of Health. The research took part in six case-study areas and involved face-to-face in-depth interviews with people aged 11-35 who were either; thought to be 'at risk' of solvent abuse, currently abusing solvents or ex-solvent abusers. The aim of the research was to gain an insight into the reasons why people misuse solvents and to inform DH policy and communications on solvent abuse.
High Blood Pressure in Lambeth and Southwark, 2005 MORI was commissioned by the Modernisation Initiative of Guy's and St Thomas' Trust to conduct a baseline measurement of disease awareness and behaviour within the two boroughs. Over the summer of 2005 MORI conducted 2,055 face to face interviews with local residents based on a sample matrix representative of the two boroughs according to the 2001 census. This research generated data that will be used by the Modernisation Initiative to show the impact of its work (raising awareness of high blood pressure, stroke and kidney disease) among the boroughs as well as providing evidence to support its activities.
Flora pro.activ (2003), to investigate levels of understanding and concern about cholesterol among the British public and in particular, to look at regional variations in attitude and behaviour.
Home Office, Binge Drinking Study (2002) MORI conducted a qualitative project among 18-24 year olds exploring experiences and attitudes and motivations in relation to alcohol consumption (especially binge drinking) and alcohol-related crime. The research involved 16 focus groups across England and Wales, and was designed to inform the development of policy, communication campaigns and other interventions to address alcohol-related crime.
Home Office — Young Adults and Alcohol (2002) Qualitative study amongst young people aged 18-24 looking at the health and social issues around binge drinking and alcohol-related disorder in licensed premises among this age group. In particular, the Home Office were keen to access young people who had actually been involved in alcohol-related crime, disorder and risk-taking behaviour, both as 'offenders' and 'victims'. The main issues covered were concepts of what is and isn't acceptable, the context in which social drinking takes place and in which problem behaviours arise, knowledge of health risks, attitudes towards other types of substance use and appropriate media and messages for 'safer drinking' promotions.
Research for UNFPA (United Nations Population Fund) (2001) in 13 countries on levels of support for reproductive healthcare for the developing world. The UNFPA results were recently quoted in The Times, The Guardian, Metro, several Scottish newspapers and broadcast on Voice of America, BBC World Service and other radio stations. The results were presented in June 2001 in the Scottish Parliament and were broadcast live on the web.
Health Inequalities (2000) MORI undertook a qualitative survey on behalf of the DoH and HDA, exploring attitudes and barriers to healthy living among deprived groups and communities. In all, twelve focus groups were conducted.
Department of Health (2000) Qualitative research on communicating health risk messages. The research involved group discussions with adults and young people on various health risk topics including the solar eclipse, meningitis, sun exposure and teenage pregnancy, to identify the most effective communication strategies.
Health & Lifestyle Survey (1999) This comprised a large-scale postal survey and was undertaken for Plymouth Health Action Zone with the aim of obtaining regional baseline for health and lifestyles and to help the targeting of resources. 4,000 questionnaires mailed out across the area with an expected response rate of 50%.
Health and Quality of Life in Camden and Islington (1999) Panel research among around 1,500 residents on the leisure and exercise patterns, attitudes to exercise, social exclusion and local developments on behalf of the London Boroughs of Camden and Islington and the Camden and Islington Health
Through a Parent's Eyes: The Growing Problem of Children Coping with Asthma (1999) results of a five country European study for Merck presented during the EACCI conference, Brussels, July 1999. The objective of the study was to examine parents' understanding of asthma, how it affects the body and how best to manage it. The research also examined the impact of asthma on the lives of young people with it, and their parents.