Consulting Case Study: Large Scale Change

Young women in low socio-demographic groups are more likely to be physically inactive. Public Health Wales were keen to understand better how an engagement strategy could be developed to overcome some of the factors related to this. Nudjed was commissioned to develop behavioural insights, test interventions and form a cohesive intervention plan… all in 12 weeks.

Warren Fauvel
Sep 5, 2018 · 3 min read

What we achieved together:

  • Data collected on over 1,100 young women, relationships developed with 20 partner organisations and 250 “early adopters” identified
  • Produced a 96 page report with detailed analysis & secondary research
  • Development of a prototype engagement platform and research based Communications Strategy ready for pilot deployment

The Project

Large Scale Change methodology looks to take an integrated approach to population health by bringing together multiple stakeholders around a shared problem. For this project, Public Health Wales were seeking to improve the levels of physical activity for young women in a region of low socioeconomic status. These women are often considered hard to reach and resistant to taking part in physical activity due to a range of issues, both perceived (e.g. “I don’t feel confident”) and actual (e.g. “I don’t have the money to spend”).

Nudjed was selected via a tendering process to explore these barriers. Our ability to combine science, technology and agile processes was seen as a key advantage in development of the Large Scale Change programme in this area.

Set-up

Alongside the Public Health team we identified a validated measure of physical activity (IPAQ-SF) to partner with our “softer” health perception data. Demographic measure were also identified to further segment the audience.

To ensure broad coverage, Nudjed recruited a short term team of researchers, including several PhD candidates, to ensure consistent collection and analysis of data. We also identified key partners (schools, workplaces, community groups) who could offer access to audiences and mapped the use of digital channels to expand this reach to women not affiliated with an organisation.

Execution

Over the course of 12 weeks the Nudjed team continuously deployed, measured and optimised our research process, identifying the most cost effective ways to ensure proper demographic coverage.

As well as securing anonymous data from young women, we also began collecting the contact details of participants open to supporting future interventions. We gathered feedback on potential campaign messages from partners and focus groups to create further insights into shaping future communication strategy.

Behind the scenes our technology team were continually analysing incoming data, refining our data collection questionnaires to increase the number of women attempting surveys and the percentage completing them. To summarise some of our insights from data collection:

  • Facebook advertising was a cost effective way to drive traffic to surveys, particularly when the messaging on the platform focused on specific town or area.
  • Short surveys get higher completion rates, but medium and long surveys have about the same
  • Hairdressers, tanning salons, doctors surgeries. Any waiting room is an ideal place to gather survey results and target “hard to reach” demographics.

Impact

Overall the data collection exercise was hugely successful. Some of the key outputs of our work were:

  • Data collected on over 1,100 young women, with over 30,000 qualitative and quantitative data points covering demographic, health perception and physical activity.
  • Relationships with 20 partner organisations and mapping of current service provision in the local area.
  • Identified 250 “early adopters” willing to champion future campaigns in their communities, lead social media groups and volunteer at events.
  • Produced a 96 page report analysis, supported with secondary research reviews and population trends.
  • Created 6 core ‘User Personas’ to inform partnerships, future developments and commissioning work.
  • Developed an integrated Delivery Strategy, including recommended messaging, channels, partnership approach and technological specification.
    Warren Fauvel

    Written by

    I love startups, strategy and human centred design. 10 years building smart teams to solve tough problems. Lots of scars and great stories! Based in Berlin.

    nudjed

    nudjed

    Digital innovation in healthcare, AI/ML, blockchain, VR/AR, analytics

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