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Health Promotion Practice
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Article

Applying Projective Techniques to Formative Research in Health Communication Development

Theresa Wiehagen, BA1, Nicole M. Caito, MPH, MS, RD2, Vetta Sanders Thompson, PhD3, Christopher M. Casey, BFA4, Nancy L. Weaver, PhD5, Keri Jupka, MPH2, Matthew W. Kreuter, PhD6

1 a graphic artist and web designer at the Health Communication Research Laboratory at the Saint Louis University School of Public Health in St. Louis, Missouri.
2 a research coordinator at the Health Communication Research Laboratory at the Saint Louis University School of Public Health in St. Louis, Missouri.
3 an associate professor in the Department of Community Health, at the Saint Louis University School of Public Health in St. Louis, Missouri.
4 a graphic designer at the Health Communication Research Laboratory at the Saint Louis University School of Public Health in St. Louis, Missouri.
5 an assistant professor in the Department of Community Health at the Saint Louis University School of Public Health in St. Louis, Missouri.
6 a professor of community health and the director of the Health Communication Research Laboratory at the Saint Louis University School of Public Health, in St. Louis, Missouri.

* To whom correspondence should be addressed.


  Abstract

This article describes a new approach to formative research in which projective techniques commonly used in psychological assessment were adapted for use in focus groups to help design colorectal-cancer screening materials for African American men and women. Participants (N = 20) were divided into six "design teams." Each team was given a selection of design supplies and asked to create and discuss a visual layout for screening materials. Participants chose design elements that reflected visual preferences that they felt would connect meaningfully with other African Americans. The dynamics within the design teams were different than in traditional focus groups, with participants having more control over the group's direction. Using projective techniques helped draw out unique information from participants by allowing them to "project" their opinions onto objects. This approach may be a valuable tool for health-promotion and health-communication practitioners seeking insight on the implicit values of a priority population.

Key Words: projective technique, formative research, colorectal cancer, health materials, African American

First published on September 26, 2006, doi:10.1177/1524839906289818

Health Promotion Practice 2007;8:164.

A more recent version of this article appeared on April 1, 2007

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