Capabilities
Communications & Market Research
Qualitative Research for the “Taking on Diabetes” Outreach Campaign
C&A developed and implemented a rapid turnaround qualitative research and evaluation program in support of the “Taking on Diabetes” outreach campaign of the American Association of Health Plans (AAHP)—recently renamed America’s Health Insurance Plans (AHIP)—and the American Diabetes Association (ADA). The objective of the research and evaluation program was to determine the effectiveness of a tool to assist employers in assessing the financial impact of diabetes on their places of work and health plans. Using key informant interviews, C&A developed an audience segmentation plan, developed a focus group discussion guide, and conducted multiple focus groups addressing large and small employers’ attitudes towards their role in educating their workforce about diabetes. C&A’s final report to AAHP recommended numerous modifications to the assessment tool based on an evaluation of the qualitative research findings.