Quantitative and qualitative research - on street, depth interviews and focus groups

Who was it for?

Devon Primary Care Trust - Smoking Cessation

Background

Devon PCT offers a stop smoking service and had a particular interest in finding out more about the behaviours and attitudes of Routine and Manual workers (RMW) towards smoking and stop smoking services.

They also wanted to engage the stakeholders involved in the delivery of health advice and referrals to the stop smoking services to identify any changes or improvements to the delivery or communication of the services available.

Challenge

To develop a methodology which provided a means of classifying the Routine and Manual workers by behaviour/attitude towards smoking and stop smoking services. To then determine how issues raised could be discussed and explored further with key opinion formers, service delivery providers and the key target groups for the stop smoking services.

Solution

An on-street survey was conducted with RMW smokers. This identified two key attitudinal groups- the “convincibles” (those who may consider giving up with the right help and support) and the “entrenched” (those highly unlikely to give up smoking). 4 focus groups were then held around Devon in areas determined to have higher than average density of RMWs with “convincibles” and 1 group with “quitters”.
8 depth interviews were also held with Health Advisers, Practice Nurses and Pharmacists to gain their informed views on the stop smoking services and how to encourage RMWs to use them.

Outcome

A number of changes were made to the way that the service was delivered and communicated.

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