Environmental Scan and Audience Analysis for Phase II of Eat Smart. Play Hard (Trade name)

摘要

The primary research objective of this environmental scan is to identify salient factors by which the target population of children ages 8-12 and their caregivers can be segmented and, based on these findings, to make recommendations for next steps in selecting and refining these audiences and campaign themes and messages. This document identifies and analyzes the complex social, behavioral, and environmental factors that may be contributing to obesity and inactivity among the primary audience, as well as the competitive environment in which the Eat Smart-Play Hard campaign exists. Secondary research objectives include: solidifying the exploratory focus group research design; providing leads on the types of questions to be further explored during formative focus group research; and providing direction on future activities of the campaign to promote healthy eating and physical activity in the target population.