Methodology

This research comprised three stages. 

Qualitative research with 68 respondents, conducted by Define Insight and Strategy. This included:  

• 16 group discussions - each group comprised 4 individuals, generally split by location, socio-economic status, gender and age (with some mixed groupings)
• 4 telephone interviews - these were focused on people who lacked digital literacy and those with additional accessibility needs, and therefore couldn’t join group discussions

This initial phase of qualitative research aimed to explore how audiences may segment around ‘secondary uses of health and care data (that is - data used for planning and research) in terms of attitudes and demographics. 

Within this, we also explored the extent to which attitudes towards data use are driven by behaviour (such as use of digital), demographics and/or sentiment (personality, political persuasion, beliefs). These hypotheses could then feed into the quantitative work.

Quantitative survey conducted with 2,265 members of the public, conducted by Kantar Public. This included:  

• 1998 online respondents 
• 267 reached by telephone 

We specifically included 100 additional telephone interviews among the ‘offline’ population and a further 100 additional ethnic minority respondents.

All respondents were aged 18+ and based in England.

The survey data was weighted to ensure a nationally representative spread across demographic characteristics including age, gender, region and socio-economic grade. 

The quantitative research focused on validating the qualitative findings and creating segmentation.

Qualitative research with 68 respondents, conducted by Define Insight and Strategy. This included:  

• 10 group discussions - each group comprised of 4 individuals, split by segmentation 
• 28 telephone interviews

Telephone interviews included individuals who lacked digital literacy and accessibility, and therefore couldn’t join discussions. It also comprised individuals from particular segments where it was felt richer information could be uncovered through telephone interviews. 

The aim of this final section of research was to better understand the attitudes and needs of the 6 different attitudinal segments.