The contribution of qualitative research to the Healthy Foundations life-stage segmentation

Abstract

This paper presents the results of the qualitative phase of Healthy Foundations, a study that groups people according to their motivations to live healthily or otherwise, their lifestyles, and the circumstances that affect this. These segments are ‘Health Conscious Realists’, ‘Balanced Compensators’, ‘Live for Todays’, ‘Unconfident Fatalists’ and ‘Hedonistic Immortals’. The aim was to explore people’s attitudes and motivations to live healthily or otherwise and the targeted healthcare interventions appropriate for each segment. The qualitative phase involved two strands: (i) focus groups and immersion in-depth interviews and (ii) video ethnographic ‘pen portraits’. It provides robust insight into the five segments’ motivations and behaviour and how these are constructed within and influenced by the wider environment. It also enabled the segments to give their views of and design appropriate interventions aligned to their individual requirements, lifestyles and structural environments. It demonstrates the usefulness of the qualitative approach to health segmentations and enhances the case for methodological pluralism, and a critical perspective, to enable development of health-related behaviour change interventions and policy more widely.

Keywords:

• qualitative research
• segmentation
• behaviour change
• critical public health
• healthcare interventions

Acknowledgements

We thank and acknowledge the contribution made to the research by the Department of Health which provided the funding and resources for the study. However, the views expressed in the paper do not necessarily represent those of the Department. We also acknowledge and thank the research staff at Research Works Ltd for their sophisticated and efficient data collection and analyses provided throughout.