Short answer
Design communication campaigns and educational materials by first segmenting your audience based on their existing knowledge and perception of the issue, then selecting the most trusted channels and appropriate messaging for each segment.
- Field
- Innovation & Markets
- Source
- EFSA Supporting Publications (2022)
- Method
- Mixed-methods research, combining qualitative interviews with stakeholders and a large-scale quantitative consumer survey.
- Sample
- 7,469 citizens
- Evidence
- Strong effect
Understanding consumer knowledge, risk perception, and preferred information sources is crucial for developing targeted and effective communication strategies regarding health-related topics. This innovation & markets research insight is drawn from a 2022 study published in EFSA Supporting Publications. Using Mixed-methods research, combining qualitative interviews with stakeholders and a large-scale quantitative consumer survey. with 7,469 citizens, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design communication campaigns and educational materials by first segmenting your audience based on their existing knowledge and perception of the issue, then selecting the most trusted channels and appropriate messaging for each segment.
Consumer understanding of dietary sugars impacts communication strategy effectiveness.
Understanding consumer knowledge, risk perception, and preferred information sources is crucial for developing targeted and effective communication strategies regarding health-related topics.
EFSA Supporting Publications · 2022
Key Findings
- 01Consumer knowledge and risk perception regarding dietary sugars vary significantly.
- 02Audience segmentation based on knowledge and risk perception improves communication targeting.
- 03Preferred information sources and trust levels differ among consumer segments.
- 04Stakeholder perspectives validate and reinforce outreach efforts.
Application
Design takeaway
Design communication campaigns and educational materials by first segmenting your audience based on their existing knowledge and perception of the issue, then selecting the most trusted channels and appropriate messaging for each segment.
How to apply
Before launching a new health-related product or campaign, conduct research to understand your target audience's current understanding and concerns, and use these insights to shape your messaging and channel strategy.
Project actions
- 01When researching a design problem, consider how your target users' existing knowledge and beliefs might influence their perception of your proposed solution.
- 02Think about the different ways users might access information about your product or service and how you can tailor your communication accordingly.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Large, representative sample size for the consumer survey.
- +Inclusion of both qualitative stakeholder interviews and quantitative consumer data.
- +Focus on a relevant public health topic with practical communication implications.
Limitations
The sample may not fully represent all possible user demographics or cultural contexts. The specific topic of dietary sugars might have unique communication challenges not present in other areas.
Reliability & validity
The quantitative survey with a large sample size enhances reliability. The mixed-methods approach, combining qualitative insights with quantitative data, strengthens validity by providing a more comprehensive understanding of the issue.
Think critically
How might the effectiveness of communication strategies differ across cultures or age groups, even within the same topic of dietary sugars?
Design Principles
"Audience-centric communication design requires segmentation based on knowledge and perception to optimize message delivery and impact."
In design practice, this insight highlights the importance of user research to inform product development and marketing. By understanding the target audience's existing knowledge and concerns, designers and marketers can create more resonant messaging and products that address user needs and perceptions, ultimately leading to greater adoption and success.
What This Means for Your Design
To get your message across about something like healthy eating, you need to know what people already know, what they worry about, and where they usually get their information. Then you can create messages that fit them best and use the right channels to reach them.
How to use in your project
- 1.Use this study to justify the need for user research in your design project, specifically to understand user knowledge and risk perception related to your design problem.
- 2.Incorporate audience segmentation into your design strategy based on potential differences in user understanding and concerns.
Add to My Project
Quick Cite
Paragraph starter
This research highlights the critical role of understanding consumer knowledge and risk perception in shaping effective communication strategies. By segmenting audiences based on these factors and identifying preferred information channels, designers can develop more targeted and impactful messaging, leading to improved user engagement and understanding, which is directly applicable to the development of user-centered communication for [your design project].
Source
EFSA Supporting Publications
EU Insights study on consumers and dietary sugars
journal · 2022
View sourceQuestions About This Research
- What does the research say about consumer understanding of dietary sugars impacts communication strategy effectiveness?
- Design communication campaigns and educational materials by first segmenting your audience based on their existing knowledge and perception of the issue, then selecting the most trusted channels and appropriate messaging for each segment. Evidence: EFSA Supporting Publications (2022).
- Why does "Consumer understanding of dietary sugars impacts communication strategy effectiveness." matter for design?
- In design practice, this insight highlights the importance of user research to inform product development and marketing. By understanding the target audience's existing knowledge and concerns, designers and marketers can create more resonant messaging and products that address user needs and perceptions, ultimately leading to greater adoption and success.
- How can designers apply this research?
- Design communication campaigns and educational materials by first segmenting your audience based on their existing knowledge and perception of the issue, then selecting the most trusted channels and appropriate messaging for each segment.
- What were the main findings?
- Consumer knowledge and risk perception regarding dietary sugars vary significantly.. Audience segmentation based on knowledge and risk perception improves communication targeting.. Preferred information sources and trust levels differ among consumer segments.. Stakeholder perspectives validate and reinforce outreach efforts.
- What research method was used?
- Mixed-methods research, combining qualitative interviews with stakeholders and a large-scale quantitative consumer survey. with 7,469 citizens.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2022 journal from EFSA Supporting Publications.
- What should I do differently in my next project?
- Before launching a new health-related product or campaign, conduct research to understand your target audience's current understanding and concerns, and use these insights to shape your messaging and channel strategy.
- What are the limitations?
- The study was conducted in late 2020, and consumer perceptions may have evolved since then. The focus was specifically on dietary sugars, and findings may not be generalizable to other health topics without further research.