Applying projective techniques to formative research in health communication development.

Area of Science:

• Health Communication
• Formative Research Methods
• Cancer Prevention

Background:

• Designing effective health communication materials requires understanding the target population's preferences.
• Traditional focus groups may not always elicit deep-seated cultural values relevant to health behaviors.
• African American men and women are a priority population for colorectal cancer screening interventions.

Purpose of the Study:

• To introduce and evaluate a novel formative research approach using projective techniques in focus groups.
• To inform the design of culturally relevant colorectal cancer screening materials for African Americans.
• To explore how projective techniques can uncover implicit values and preferences within a priority population.

Main Methods:

• Adapted psychological projective techniques for focus group settings.
• Engaged 20 participants in six "design teams" to create visual layouts for screening materials.
• Utilized design supplies, allowing participants to visually express preferences for materials targeting African Americans.

Main Results:

• Projective techniques facilitated participant-driven design, differing from traditional focus group dynamics.
• Participants selected design elements reflecting visual preferences intended to resonate with the African American community.
• The method allowed participants to "project" opinions onto objects, revealing unique information.

Conclusions:

• Adapting projective techniques for focus groups offers a valuable method for formative research in health communication.
• This approach enhances participant engagement and uncovers implicit values crucial for designing targeted health interventions.
• Health promotion practitioners can leverage this technique to gain deeper insights into priority populations for cancer screening materials.