Examining the Target Audience- A Market Research Approach to Public Health Issues

Examining the Target Audience- A Market Research Approach to Public Health Issues

My Health Communication project has focused on improving awareness of childhood obesity among the general population to help improve public health outcomes related to obesity and related health complications. The target audience for this research is the various stakeholders involved with or working close to children and adolescents aged 5 to 19. These include parents, teachers, caregivers, social workers, and primary care professionals.

The characteristics of the target audience vary based on the audience set. The general public, especially parents and caregivers of children and adolescents, is majorly characterized by increased care for the children, limited access to health information, and ignorance of childhood obesity. Evidence also shows that parents and caregivers may also be in denial of obesity in their children (Hildebrand et al., 2019). They, in return, promote behaviors that contribute to the development of the condition. Further, teachers have an influence on children’s behavior, including physical activity, and they have a better knowledge of their health behaviors (Cheung, 2019). However, they may have limited knowledge about childhood obesity. Further, social workers and primary care professionals have abundant knowledge of childhood obesity and are focused on providing working solutions for addressing childhood obesity.

Determinants of Health

The target audience is exposed to various determinants of health that contribute to the development of childhood obesity. For instance, environmental factors such as the targeted advertising for unhealthy foods and easy access to fast foods contribute to unhealthy eating habits (Jia et al., 2021). The built environment, especially in low social status regions, lacks spaces for physical activity, while children from poor or low economic backgrounds lack access to healthy foods. Some also have cultural food practices that promote unhealthy lifestyles.

Benefits and Barriers of Behavior Change for Childhood Obesity

Behavior change, including changes in behaviors related to eating habits and sedentary lifestyles, and improving levels of physical activity can reduce the risk of childhood obesity and other related chronic conditions. It can also improve the children’s quality of life and reduce care costs due to childhood obesity and associated conditions. However, behavior change can be hard to achieve due to the lack of awareness of childhood obesity and social, cultural, and economic factors influencing eating and lifestyle choices.

References

Cheung, P. (2019). Teachers as role models for physical activity: Are preschool children more active when their teachers are active? European Physical Education Review, 26(1), 101–110. https://doi.org/10.1177/1356336X19835240

Hildebrand, D. A., Betts, N. M., & Gates, G. E. (2019). Parents’ Perceptions of Childhood Obesity and Support of the School Wellness Policy. Journal of Nutrition Education and Behavior, 51(4), 498–504. https://doi.org/10.1016/J.JNEB.2018.12.009

Jia, P., Luo, M., Li, Y., Zheng, J. S., Xiao, Q., & Luo, J. (2021). Fast-food restaurant, unhealthy eating, and childhood obesity: A systematic review and meta-analysis. Obesity Reviews, 22(S1), e12944. https://doi.org/10.1111/

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Students will conduct market research to further examine the problem and the audience affected.

Examining the Target Audience- A Market Research Approach to Public Health Issues

Students will identify the target audience’s characteristics, attitudes, beliefs, values, behaviors, determinants, benefits and barriers to behavior change of the public health issue chosen