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Exploratory Formative Research
Inspiring Children’s Physical
Activity: Exploratory Research with Parents (PDF 500K). This research helped
understand factors that would influence parents to encourage their child’s
participation in physical activity and evaluate a range of concepts for
promoting physical activity. The report summarizes the results of focus groups
and in-home interviews conducted with mothers of 9- to 13-year-olds in 2003.
Life’s First Great
Crossroad
(PDF 400K). Summarizes findings about the lives of today’s tweens, including the
choices they make and how friends, family, and media help shape their behavior.
Message Strategy Research to
Support Development of the Youth Media Campaign
(PDF 1.3MB). Presents insights — from interviews and focus groups with tweens,
parents, other tween influencers, and industry professionals — that helped guide
the development of messages for the Youth Media Campaign.
Review of Literature to Support
Development of the Youth Media Campaign
(PDF 460K). Compiles information on tweens and topics relevant to development of
the Youth Media Campaign.
Youth Media Campaign
Summary of Interviews Regarding Kids with Disabilities
(PDF 165K). Summarizes interviews conducted to learn most effective ways of
including kids with disabilities in concept and message testing and in future
campaign messages and events. Interviews, conducted from July through August
2002, were with individuals who have developed messages for people with
disabilities or who are from organizations that promote physical activity among
people with disabilities.
Brand Development Formative Research
Executive Summary of the
General Market Formative Research to Support Brand Development for the Youth
Media Campaign
(PDF 66K). Summarizes findings of 25 in-home interviews conducted with tweens
and their parents and influencers to better understand the motivations, images,
and language that connect with both tweens and their families.
Executive Summary of the
African American Formative Immersion Research to Support Brand Development for
the Youth Media Campaign
(PDF 105K). Summarizes findings of focus groups conducted with tweens and
parents of predominantly minority-populated urban areas to better understand the
African American audience segment of the Youth Media Campaign.
Executive Summary of the
American Indian Formative Immersion Research to Support Brand Development for
the Youth Media Campaign
(PDF 21K). Summarizes findings of in-depth interviews conducted with American
Indian tweens, parents, and influencers living in rural and urban environments
to better understand this audience segment of the Youth Media Campaign.
Executive Summary of the Asian
American Formative Immersion Research to Support Brand Development for the Youth
Media Campaign
(PDF 97K). Summarizes findings of focus groups conducted with tweens and
parents to better understand the Asian American audience segment of the Youth
Media Campaign.
Executive Summary of the
Hispanic/Latino Formative Immersion Research to Support Brand Development for
the Youth Media Campaign
(PDF 71K). Summarizes findings of in-depth interviews with low-income
Hispanics/Latinos who are mostly Spanish language-dominant; migrant families and
new immigrants were included. Research was conducted to better understand the
Hispanic/Latino audience segment of the Youth Media Campaign.
Concept & Message Testing Formative Research
VERB’s Formative Research Process
(PDF 150K). This document describes the VERB campaign's concept and message
testing qualitative methodology. It contains sample screening questionnaires and
moderator guides.
Lessons Learned from VERB™: Findings for General
Market Tweens and their Parents (PDF 305K). This report presents recurrent
themes and recommendations based on three years of concept and message testing
among general market tweens and parents.
Synthesis of Learning across 3
Years of Concept and Message Testing among African American Tweens and Parents
(PDF 145K). This report presents recurrent themes and recommendations based on
three years of concept and message testing among African American tweens and
parents.
Synthesis of Learning across 3
Years of Concept and Message Testing among American Indian Tweens and Parents
(PDF 145K). This report presents recurrent themes and recommendations based on
three years of concept and message testing among American Indian tweens and
parents.
Synthesis of Learning across 3
Years of Concept and Message Testing among Asian American Tweens and Parents
(PDF 145K). This report presents recurrent themes and recommendations based on
three years of concept and message testing among Asian American tweens and
parents.
Synthesis of Learning across 3 Years of
Concept and Message Testing among Hispanic/Latino Tweens and Parents (PDF
145K). This report presents recurrent themes and recommendations based on three
years of concept and message testing among Hispanic/Latino tweens and parents.
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found at these links.
Page last reviewed: August 1, 2007
Page last modified: October 24, 2008
Content source: National Center for Chronic Disease Prevention
and Health Promotion, Division of Adolescent and School Health |
