Understanding attitudes to vaccinations in Ethnic Minority Communities
NHS Cheshire and Merseyside
- Quantitative research
- Focus groups
- Desk research
- Depth interviews
Brief
With data showing the disproportionate impact COVID-19 was having on Black, Asian and ethnic minority communities, fresh insight was needed to understand the most effective and authentic way of connecting with each group
Challenge
Our HSJ award-winning ‘Getting Under the Skin’ focused on developing research and recommendations instrumental in successfully improving services, interventions, and engagement between the NHS, local authorities, and different ethnic groups across Cheshire and Merseyside.
Census data was 10 years old and out of date, so we developed a unique interactive tool using school data, Indices of Multiple Deprivation and other data sources to refresh the census and give a current understanding of our area’s ethnic communities.
Using this data, we engaged with 636 residents across all 16 ethnic groups in a detailed quantitative research study. We achieved this sample through multiple recruitment methods, including an online panel, social media, public relations, community outreach, and engagement with local businesses.
We then explored emerging themes established via focus groups and in-depth interviews with individuals and community figures. These views helped capture what we could do to improve NHS communication and interventions with these communities.
Find out more about the Getting Under the Skin Campaign
