Consumer research for development of educational messages for the MyPyramid Food Guidance System.

OBJECTIVE: To assess consumer understanding and use of messages from the original Food Guide Pyramid and potential concepts for a revised Food Guidance System. DESIGN: Focus groups conducted in two phases, in 2002 and 2004. SETTING: Market research facilities in Baltimore, Chicago, and Houston. PARTICIPANTS: Phase I, 178 participants in 18 groups: 6 of general adult consumers, 4 of adults over 60 years of age, 4 of food stamp recipients, and 4 of overweight adults. Phase II, 75 participants in 8 groups: 4 of younger adults and 4 of older adults. PHENOMENON OF INTEREST: Understanding and use of original Pyramid symbol and messages and potential concepts for a revised food guidance system. ANALYSIS: Focus group sessions were audiotaped and transcribed. Content analysis summarized comments into meaningful themes. RESULTS: Key concepts of the original Pyramid were widely understood, but specific knowledge was limited and misunderstandings common, especially related to servings and food group placement. Detailed information about whole grains, types of fats, vegetable subgroups, and physical activity was lacking. CONCLUSIONS AND IMPLICATIONS: While consumers are aware of general concepts about healthy eating, they lack specific knowledge to help them implement recommendations. Educators can help by providing consumers with concrete examples and specific information.

Developing the consumer interface for the MyPyramid Food Guidance System.

OBJECTIVE: To assess consumer response to potential graphics, slogans, and messages for the consumer interface of the MyPyramid Food Guidance System. DESIGN: Qualitative research conducted in two phases, composed of focus groups and Web-TV testing. SETTING: Professional market research facilities in Baltimore, MD, and Chicago, IL, and Web-TV. PARTICIPANTS: Phase 1,77 adults in 10 groups; Phase 2,407 adults via Web-TV. PHENOMENON OF INTEREST: Consumer response to potential graphic images, slogans, and messages for the Food Guidance System. ANALYSIS: A content analysis was used to summarize comments from focus groups and Web-TV tests into meaningful themes. Frequencies were calculated for responses. RESULTS: Respondents preferred the familiarity of the pyramid shape and found graphics and slogans that were personal, active, and positive to be appealing. CONCLUSIONS AND IMPLICATIONS: The consumer interface for the MyPyramid Food Guidance System was shaped by consumer feedback that identified appealing and useful elements and avoided elements that were potentially confusing or less meaningful. Consumers preferred images and messages that were perceived as new, personal, and active, but they desired some continuity with the original Pyramid shape.