Social Marketing
Nutrition and Physical Activity


Scenario 20


"We've set up ongoing in-person meetings with our contacts at Wellington Data and that has helped us resolve some of our communication issues.

The focus groups will be with the parents, and while they're participating, we want to have some short conversations with the children themselves, to get their perspective on TV and how it fits into their lives. We decided to have separate groups with parents who are concerned about TV and those that aren't to see if segmenting them in that way would be appropriate for our intervention.

The research firm has started calling people in their database for recruitment, but is having a hard time finding people that will agree to participate in the groups. Do you have any ideas?"