Using 3 data sources and methods to shape a nutrition campaign

The first objective of this research was to define a target population of A frican-American women more clearly. The second was to provide specific info rmation about the needs and preferences of that population in order to desi gn an effective, culturally relevant, community-based communications campai gn to promote more healthful lifestyles. Data collection and analysis inclu ded the following: interviews with 10 community nutritionists and the direc tor of the State Office of Nutrition, 6 focus groups with a total of 47 mem bers of the target population, and direct observation and documentation of key community resources. This approach, called "triangulation," permits mor e in-depth understanding of issues, provides different perspectives on the problem, and helps ensure accuracy of conclusions. Interviews with nutritio nists identified young African-American women as the appropriate target pop ulation for the campaign. These interviews and the focus-group discussions confirmed the acceptability of higher weight and better body-esteem among A frican-American women than among white women. Both the nutritionists and th e focus-group members identified the need and desire for information and sk ills related to food preparation and provided specific direction for progra m content. Community observation confirmed the need for food markets with m erchandise of consistently high quality, especially in the fresh and frozen produce sections. Observation also helped identify community services and programs. The 3 sets of data, which augmented a comprehensive literature re view, provided a firm foundation for the campaign's design and development. Dietitians and nutritionists working in community settings can use triangu lation to gain a better understanding of their populations in order to deve lop more effective interventions.