Exploring Consumer Perspectives Research Articles

Empowered or enchained? Exploring consumer perspectives on Direct Load Control

Demand Response has become a central focus in policy discussions, attracting heightened attention for its potential key role in fostering enhanced demand flexibility. Direct Load Control (DLC) holds particular promise, requiring reduced consumer involvement compared to strategies relying on manual responses to time-varying pricing. However, the participation rate of residential consumers in DLC programs remains low, emphasizing the need for a more profound understanding of consumers' perspectives on DLC. Drawing from 15 in-depth interviews with Swedish households participating in a program involving direct load control of heat pumps, this study aims to explore the experiences and perceptions of consumers, providing in-depth understanding on factors that may serve as motivators, barriers and enablers for participation. Key findings include: financial benefits and interest in technology were the main motivations for participation; pre-existing knowledge and awareness of energy-related matters shaped consumers’ attitudes to DLC; trust in the service provider was a key enabling factor for participation. The study further suggests that DLC does not inevitably lead to a perceived loss of control among participants, but, if implemented in alignment with their specific conditions, needs and preferences, may also foster a sense of empowerment.

Streaming Preferences: Exploring Consumer Perspectives and Experiences on OTT Platforms

Streaming Preferences: Exploring Consumer Perspectives and Experiences on OTT Platforms

Can Telehealth Improve Access to Dietary Management in Patients Receiving Dialysis? Insights from Consumers.

Timely, effective, and individualised dietary interventions are essential for patients undergoing dialysis. However, delivery of dietary advice is challenging due to limited access to renal dietitians, as well as logistic and scheduling difficulties for patients receiving dialysis. The objectives of this study were to explore consumer perspectives regarding dietary advice utilising telehealth technology. Twenty-two participants (seventeen patients receiving dialysis, five caregivers) were purposively recruited from a local dialysis centre and participated in one of three focus groups. Each focus group was recorded, transcribed, and analysed using inductive thematic analysis. One overarching theme: "a desire to learn" was apparent. The four themes that facilitated this process are herein described: Meaningful communication-a need for improved and individualised communication about diet using positively framed messages with consistency among clinicians. Conducive information-a preference for tailored, current, and clear dietary information (plain language was preferred, with practical advice on making dietary changes). Appropriate timing-health advice at the right time (consumers felt overwhelmed, not supported enough with timely advice, and experienced difficulty attending appointments in addition to dialysis treatments). Contemporary modalities-delivering information using different technologies (consumers preferred a combination of delivery methods for dietetic advice including text/SMS/App messages as an adjunct to face-to-face care). The results showed that consumers believe that telehealth options are an acceptable adjunct to receive dietary advice in a timely manner, and feedback from patients and caregivers has informed the design of a clinical trial to incorporate the use of telehealth to improve the management of serum phosphate.

Supports that help me to live well in the community: experiences of people living with schizophrenia.

People with schizophrenia are more likely to be hospitalised than any other psychiatric diagnosis. Occupational therapists working in mental health are often required to assess and recommend supports that will assist people with schizophrenia to live successfully in the community. There is little research exploring consumer perspectives regarding the support they find useful to stay out of the hospital. The aim of this study was to explore what supports people living with schizophrenia identify as helping them to live in the community and stay out of the hospital. Qualitative data were collected via semi-structured interviews with adult consumers (N = 18) diagnosed with schizophrenia. Data were thematically analysed using constant comparative analysis methods. Inductive analysis was followed by a deductive phase of analysis. Participants highlighted personal-, occupational- and environmental-focused supports. Person-focused supports addressed cognitive and psychological needs. Occupation-focused supports included assisting people to manage daily life with a mental illness; engage in social activities; and engage in meaningful activities. Environment-focused supports included access to financial security; accommodation security; and community of choice. In addition to types of support, participants highlighted the importance of quality of support including the need for flexible; timely; and non-judgemental support. These results emphasise the multifaceted nature of support required by people living with schizophrenia to stay out of the hospital. Both type and quality of support are important. People in this study were able to clearly articulate the types and qualities of support that were important to them. Occupational therapists may benefit from greater collaboration with consumers during assessments of support needs and the development of recommendations. Further exploration of how occupational therapists identify people's multifaceted support needs is required.

Effectiveness of environmental claims in preventing food waste: exploring consumer perspectives toward suboptimal food

PurposeSince a significant source of food waste on the consumer end is the reluctance to purchase or consume imperfect products, it is vital for businesses to learn how to affiliate their products with social and ecological causes. This study explores whether firms' communication of suboptimal food information to reduce food waste affects consumer perceptions and behaviors based on social exchange theory.Design/methodology/approachA factorial between-subjects experiment designed with 4 (environmental claims) × 3 (suboptimal food) is used to design 12 scenarios. The measurement scales of variables are adapted from the literature. ANCOVA and structural equation modelling (SEM) analyses were performed to test study hypotheses using a total of 745 valid samples collected via a web-based questionnaire after testing manipulation checks, reliability and validity.FindingsAmong the four types of environmental claims, product orientation and environmental fact claims improve consumers' attitudes, ethical judgments and purchase intentions toward suboptimal food. The effect of ethical judgments on purchase intention is higher than that of attitudes. Additionally, purchase intention is a vital predictor of sustainable consumption and plays a significant mediating role between the variables.Originality/valueThe findings of this study address gaps in the literature, which lacks investigations into the effects of communication information about suboptimal food on consumer attitudes and behaviors. Unlike traditional questionnaires using scale items to measure independent variables, the quasi-experimental design with stimulus materials used in this study can reveal the varied effects of different environmental claims.

Key Learning Statements for Persistent Pain Education: An Iterative Analysis of Consumer, Clinician and Researcher Perspectives and Development of Public Messaging

Over the last decade, the content, delivery and media of pain education have been adjusted in line with scientific discovery in pain and educational sciences, and in line with consumer perspectives. This paper describes a decade-long process of exploring consumer perspectives on pain science education concepts to inform clinician-derived educational updates (undertaken by the authors). Data were collected as part of a quality audit via a series of online surveys in which consent (non-specific) was obtained from consumers for their data to be used in published research. Consumers who presented for care for a persistent pain condition and were treated with a pain science education informed approach were invited to provide anonymous feedback about their current health status and pain journey experience 6, 12 or 18 months after initial assessment. Two-hundred eighteen consumers reported improvement in health status at follow-up. Results of the surveys from 3 cohorts of consumers that reported improvement were used to generate iterative versions of ‘Key Learning Statements’. Early iteration of these Key Learning Statements was used to inform the development of Target Concepts and associated community-targeted pain education resources for use in public health and health professional workforce capacity building initiatives. PerspectiveThis paper reflects an explicit interest in the insights of people who have been challenged by persistent pain and then recovered, to improve pain care. Identifying pain science concepts that consumers valued learning provided valuable information to inform resources for clinical interactions and community-targeted pain education campaigns.

Residents’ perspectives of mobile X-ray services in support of healthcare-in-place in residential aged care facilities: a qualitative study

BackgroundMobile X-ray services (MXS) could be used to investigate clinical issues in aged care residents within familiar surroundings, reducing transfers to and from emergency departments and enabling healthcare to be delivered in residential aged care facilities. There is however little research exploring consumer perspectives about such services. The objective of this research was to explore the perspectives and preferences of residents about the provision of MXS in residential aged care facilities, including their knowledge about the service, perceived benefits, and factors that require consideration for effective implementation.MethodsA qualitative study design was used. The setting for the study included four residential aged care facilities of different sizes from different parts of a South Australian city. Purposive sampling was used to recruit participants. 16 residents participated in semi-structured interviews that were audio-recorded and transcribed verbatim. Data were inductively derived using thematic analysis.ResultsParticipants had a mean age of 85 years, 56% were female, 25% had dementia and 25% had had a mobile X-ray in the last 12 months. Four themes were developed. Participants preferred mobile X-rays, provided as healthcare-in-place, to improve accessibility to them and minimize physical and psychological discomfort. Participants had expectations about the processes for receiving mobile X-rays. Costs of X-rays to people, family and society were a consideration. Decision making required residents be informed about mobile X-rays.ConclusionsResidents have positive views of MXS as they can receive healthcare-in-place, with familiar people and surroundings. They emphasised that MXS delivered in residential aged care facilities need to be of equivalent quality to those found in other settings. Increased awareness of mobile X-ray services is required.

Signaling Sustainability: Exploring Consumer Perspectives on Communicating Apparel Sustainability Information

The fashion industry is characterized by unsustainable production and consumption. However, a consistently noted barrier to sustainable and responsible apparel consumption is a lack of consumer knowledge. A potential solution to mitigate this barrier is to use apparel labeling to signal the sustainability of an item to consumers. Thus, the purpose of this study is to employ signaling theory to explore the aspects of sustainability that resonate with consumers and why, the modes of communication preferred by consumers, and how such information would affect their apparel consumption decisions. In-depth interviews were conducted with a diverse sample of twenty participants. Analysis of the data resulted in the identification of three emergent themes related to communicating information about sustainability that were used to structure the interpretation: Its Importance is Relative, Signal Mode vs. Message, and Increasing the Interest Level. Overall, participants preferred simple, yet detailed messages on apparel labels to communicate aspects of an apparel item’s sustainability. Ultimately, such labeling signals sustainability to consumers, enabling them to differentiate between sustainable and unsustainable apparel.

"If it is not made easy for me, I will just not bother". A qualitative exploration of the barriers and facilitators to recycling plastics.

Despite significant investment to increase recycling facilities and kerbside collection of waste materials, plastic packaging is frequently discarded as litter, resulting in significant environmental harm. This research uses qualitative methods to explore the contextual and psychological factors that influence plastic waste disposal behaviour from the perspectives of consumers. This research also reports key results from a brief online survey exploring consumer perspectives toward plastics and plastic recycling. A total of N = 18 adults living in Northern Ireland (NI) participated in a semi-structured interview and N = 756 adults living in NI took part in an online survey. Interview data was analysed via a semi-directed content analysis approach, using the COM-B behaviour change model as a guiding framework. Survey data underwent descriptive and frequency analysis. Collectively, the findings suggest that environmental concern exists among consumers generally, but there is a degree of ambivalence toward recycling that reflects a gap between intentions to recycle and actual recycling behaviour. Plastic recycling behaviour is hindered by three common barriers: 1. confusion and uncertainty about which plastic materials can be recycled (exacerbated by the abundance of plastic products available) 2. perceiving plastic recycling to be less of a personal priority in daily life 3. perceiving that local government and manufacturers have a responsibility to make plastic recycling easier. As recycling is simply not a priority for many individuals, efforts should instead be placed on providing greater scaffolding to make the process of recycling less tedious, confusing, and more habitual. Visual cues on product packing and recycling resources can address ambiguity about which plastic materials can/cannot be recycled and increasing opportunities to recycle (via consistent availability of recycling bins) can reduce the physical burden of accessing recycling resources. Such interventions, based on environmental restructuring and enablement, may increase motivations to recycle by reducing the cognitive and physical burden of recycling, supporting healthier recycling habits.

Exploring consumer perspectives about the Health Care Home model of primary care provision: A qualitative study.

Australia's health system faces challenges in the management and prevention of chronic disease. Models of primary care delivery, such as the Health Care Home (HCH) model, have been proposed to help meet these challenges. The aim of this study was to explore pre-implementation consumer perspectives of the HCH model. Qualitative data were collected from focus groups and semi-structured interviews with 38 general practice patients diversified across rural and urbanareas and patient demographics. The qualitative findings revealed that consumers were confused about the name of the model. They were sceptical about potential hidden costs associated with the model and concerned about hidden agendas and where things in general practice are headed. The findings indicate that consumers may not readily embrace the HCH model. To aid consumer acceptance, the authors recommend the terminology be clarified and the concepts, financial implications and expected outcomes of the model be clearly communicated.

Consumer perspectives of accelerated access to medicines: a qualitative study

PurposeIn this study, the authors aimed to explore consumer perspectives on accelerated access to medicines. The authors were particularly interested in how they balance competing considerations of safety, efficacy, equity and access; whether and how their views change when there are different levels of uncertainty surrounding the safety and efficacy of new medicines; and the procedures that they think should be used to make decisions about accelerated access to new medicines.Design/methodology/approachThis was an exploratory qualitative study. Thirteen semi-structured interviews with patient advocates and two focus groups with patients were conducted and analysed thematically. Interviews and focus groups were audio recorded and transcribed verbatim. Data were analysed through inductive thematic analysis.FindingsParticipants outlined a range of justifications for accelerated access, including addressing unmet medical needs and encouraging further research and development. However, they were also cognisant of the potential risks and viewed ongoing data collection, disinvestment and market withdrawal as ways to address these. They also emphasised the importance of transparent decisions being made by people with relevant expertise, based on a thorough consideration of scientific evidence and stakeholder perspectives.Originality/valueThis is the first study to comprehensively explore Australian consumers' views of accelerated access to medicines. The results suggest that consumers want timely access to new medicines, but not at the expense of safety, efficacy, equity and sustainability. While accelerated access programs are likely to be welcomed by consumers, they must be fully informed of their conditions and limitations, and robust post-market data surveillance must be implemented and enforced to protect the interests of both individual patients and the broader community.

Developing a model of care for substance use in pregnancy and parenting services, Sydney, Australia: Service provider perspectives

IntroductionThe absence of a clear model of care for services supporting pregnant women and mothers with substance use disorders has impeded opportunities to build an evidence base for the effectiveness of these services. Previous research has typically focused on the needs of pregnant women or mothers, as two distinct groups. This paper explores service providers' perceptions of key components of a model of care, extending from perinatal care to community-based support for up to 17 years post-delivery. A model of care is outlined and feasibility factors affecting implementation are highlighted. MethodsQualitative methods were adopted as a first step to informing development of the model of care. Semi-structured in-depth interviews were conducted with thirty-eight staff providing a range of substance use in pregnancy and parenting services (SUPPS) in hospital and community-based agencies, in a metropolitan health district in Sydney, Australia. Interview data was entered into NVivo and analysed using constant comparative methods. ResultsGuiding principles for the model of care included integrated care, harm reduction and person-centredness. Practice approaches integral to the model of care were promoting engagement with women, flexible service provision, trauma-informed care, and continuity of care. Feasibility factors influencing implementation of the model of care included fragmentation or siloing of the service network and workforce sustainability. ConclusionsA harm reduction approach was crucial for promoting engagement of women with SUPPS, particularly child protection services. A greater focus on providing ongoing community-based support for mothers also has the potential to achieve sustainable positive outcomes for women and children. Implementation of the SUPPS model of care could be undermined by threats to integration of service delivery and continuity of care. Further research is needed to explore consumer perspectives and inform the model of care as a framework for evaluation.

A systematic review of service models and evidence relating to the clinically operated community-based residential mental health rehabilitation for adults with severe and persisting mental illness in Australia

BackgroundClinically operated community-based residential rehabilitation units (Community Rehabilitation Units) are resource intensive services supporting a small proportion of the people with severe and persisting mental illness who experience difficulties living in the community. Most consumers who engage with these services will be diagnosed with schizophrenia or a related disorder. This review seeks to: generate a typology of service models, describe the characteristics of the consumers accessing these services, and synthesise available evidence about consumers’ service experiences and outcomes.MethodA systematic review was undertaken to identify studies describing Community Rehabilitation Units in Australia, consumer characteristics, and evidence about consumer experiences and outcomes. Search strings were applied to multiple databases; additional records were identified through snowballing. Records presenting unique empirical research were subject to quality appraisal.ResultsThe typology defined two service types, Community-Based Residential Care (C-BRC), which emerged in the context of de-institutionalisation, and the more recent Transitional Residential Rehabilitation (TRR) approach. Key differentiating features were the focus on transitional care and ‘recovery’ under TRR. Schizophrenia spectrum disorders were the most common primary diagnosis under both service types. TRR consumers were more likely to be male, referred from community settings, and less likely to be subject to involuntary treatment. Regarding outcomes, the limited quantitative evidence (4 records, 2 poor quality) indicated C-BRC was successful in supporting the majority of consumers transferred from long-term inpatient care to remain out of hospital. All qualitative research conducted in C-BRC settings was assessed to be of poor quality (3 records). No methodologically sound quantitative evidence on the outcomes of TRR was identified. Qualitative research undertaken in these settings was of mixed quality (9 records), and the four records exploring consumer perspectives identified them as valuing the service provided.ConclusionsWhile there is qualitative evidence to suggest consumers value the support provided by Community Rehabilitation Units, there is an absence of methodologically sound quantitative research about the consumer outcomes achieved by these services. Given the ongoing and increasing investment in these facilities within the Australian context, there is an urgent need for high-quality research examining their efficiency and effectiveness.Trial registrationPROSPERO (CRD42018097326).

Consumer perspectives on the ethics of an array of technology-based marketing strategies

PurposeTechnology-based initiatives are now being routinely incorporated within most companies’ marketing strategies. The purpose of this paper is to explore consumer perspectives on the ethics of these initiatives. It also seeks to identify underlying dimensions within the technology-based strategic environment with the intent of generating advances for both academicians and practitioners alike.Design/methodology/approachThe enquiry is based on a survey featuring a cross-section of 20 technology-based initiatives. A sample of 967 adult residents of the USA provided their views of the extent to which each initiative/scenario conformed to their perception of society’s norms regarding ethical acceptability.FindingsIn total, 13 of the 20 initiatives were deemed unacceptable with the greatest disdain exhibited for a company posting bogus online reviews. Most acceptable were self-service checkouts. Three sub-dimensions of the ethicality construct as it relates to technology-based marketing initiatives were identified and validated as measurement scales for use in future research: involvement, communication, and privacy.Research limitations/implicationsThe generalization of findings may be limited because younger and older segments of the population were slightly under- and over-represented, respectively.Practical implicationsMarketers should recognize that consumers are much more accepting of any initiative from which they will derive some benefit. They should also recognize that within this arena, ethical acceptability is a multi-dimensional phenomenon, necessitating that they strategize accordingly.Originality/valueAlthough previous research has garnered insights with respect to a particular technology-based marketing initiative, none have explored the relativities of consumer perceived ethicality across an array of different initiatives or examined any latent sub-dimensions of the construct in this arena. This study addresses these deficiencies.

Consumer Concerns Relating to Food Labeling and Trust—Australian Governance Actors Respond

This study aims to report and critically analyze the responses of governance actors to a set of consumers' concerns relating to food labeling, and by doing so describe how these actors construct both consumer perspectives and the food policy environment in which they work. Fifteen food‐labeling governance actors in Australia and New Zealand were asked to view an online presentation of the findings from a previous study exploring consumer perspectives on food labeling and trust before completing a one‐hour, in‐depth, semi‐structured interview. Colebatch's social constructionist perspective on policy was adopted in the analysis. Participants used their own constructions of Australian food policy, the role of labeling and consumer trust as a means to minimize the consumer concerns. Inadequate critical engagement with the moral dimension of consumer concerns is a core driver of the inertia demonstrated in the Australian government's approach to addressing consumer concerns regarding food matters.

Developing alternative over-the-counter medicine label formats: How do they compare when evaluated by consumers?

In recent years, the Australian Therapeutic Goods Administration (TGA) has proposed implementing a standardized over-the-counter (OTC) medicine label. However, there were mixed consumer opinions regarding a label proposed in 2012 and limited evidence demonstrating the usability of the revised (2014) format. To develop and examine the usability of alternative OTC medicine label formats for standardization, and explore consumer perspectives on the labels. Four alternative labels were developed for the exemplar medicine diclofenac. One was based on the Medicine Information label proposed by the TGA ('Medicine Information'), one was based on the U.S. Drug Facts label ('Drug Facts'), and two were based on suggestions proposed by consumers in the earlier needs analysis phase of this research (referred to as the 'Medicine Facts' and 'Consumer Desires' label formats). Five cohorts of 10 participants were recruited. Each cohort was assigned to user test one of the alternative labels or an existing label for a proprietary diclofenac product (which acted as a comparator) for diagnostic purposes. Each participant then provided feedback on all 5 labels. Each interview consisted of the administration of a user testing questionnaire, measuring consumers' ability to find and understand key points of information, and a semi-structured interview exploring consumer perspectives. Overall, all 4 alternative label formats supported consumers' ability to find and understand key points. The existing comparator label was the poorer label with respect to participants' ability to find and understand key points. Factors such as perceived usability, color, design, content, and/or content ordering impacted consumer preferences. The 'Consumer Desires' or 'Drug Facts' label formats were most often preferred by consumers for use as the standardized OTC label over the TGA proposed format. All alternative label formats demonstrated satisfactory usability and could be considered for use in OTC label standardization. User testing of OTC labels and consumer feedback received as part of the testing process can assist in the refinement of OTC labeling to ensure that implemented policies are evidence-based.

The Common Elements of treatment engagement for clinically high-risk youth and youth with first-episode psychosis.

Without treatment, clinically high-risk (CHR) youth or youth with first-episode psychosis (FEP) have increased risk for significant complications from their illness; yet, treatment engagement among these youth is critically low. The purpose of this study was to examine engagement efforts with CHR/FEP youth to stimulate new ideas that might facilitate participation in services for this population. A literature review using distillation methods identified engagement practices reported in two bodies of literature. The first body of literature (i.e. 'CHR/FEP engagement') included 13 studies employing qualitative designs to explore consumer perspectives about treatment engagement practices in samples of CHR/FEP youth and their families. The second body of research (i.e. 'CHR/FEP RCTs') included 18 randomized controlled trials (RCTs) testing treatments for CHR/FEP youth and their families. Engagement practice frequencies were compared with the frequency of these practices within effective engagement interventions, as tested in 40 RCTs within the broader child and adolescent mental health literature (i.e. 'CAMH engagement'). Treatment attrition and attendance were the most frequent engagement outcomes measured in the CHR/FEP RCTs. There were notable efforts described in the CHR/FEP RCTs towards engaging youth and families, yet CHR/FEP RCTs reportedly included only a small proportion of engagement practices described in either the CHR/FEP or CAMH engagement literatures. Results suggest there might be practices available to complement current efforts at engaging CHR/FEP youth in treatment, and that increased attention to the measurement of engagement outcomes could provide important information regarding engagement in a population with low treatment engagement rates.

'It's all there in black and white' - or is it? Consumer perspectives on the proposed Australian Medicine Information Box over-the-counter label format.

BackgroundOver‐the‐counter (OTC) labels help support safe medication use by consumers. In 2012, the Australian Therapeutic Goods Administration (TGA) released a consultation paper proposing OTC label standardization to improve label quality via implementation of the Medicine Information Box (MIB) label. However, consumer opinions of the MIB and standardization of OTC labelling remain unexplored.ObjectiveTo explore consumer perspectives of OTC label standardization and the proposed MIB.DesignMock MIB labels were developed by the research team, guided by the TGA consultation paper, and used as interview stimulus material.Participants and settingSemi‐structured interviews were conducted with 38 Australian and 39 UK adult participants. Participant perspectives on OTC label standardization, opinions on the MIB and perceived improvements were explored. All interviews were audio‐recorded with permission, transcribed verbatim, and the content thematically analysed.ResultsParticipants expressed a range of opinions towards OTC label standardization, from welcoming standardization to concern that important details may be overlooked. The MIB was generally positively received due to its perceived good information design and ease of navigation. Participants requested reordering of information‐specifically, for the active ingredient to be moved to a less prominent position. Suggested improvements centred on content and design changes, for example colour, pictograms, bolding.ConclusionsParticipants felt positively towards OTC label standardization and saw the MIB as a feasible standardized format to implement for OTC labels. Although they appreciated its good information design, they felt further improvements to its content and design are required to enhance its quality and usability.

Consumer interpretation of ramipril and clopidogrel medication risk information – implications for risk communication strategies

PurposeSide effects and side-effect risk information can be provided using written medicine information. However, challenges exist in effectively communicating this information to consumers. This study aimed to explore broad consumer profiles relevant to ramipril and clopidogrel side-effect risk information interpretation.MethodsThree focus groups were conducted (n=18 consumers) exploring consumer perspectives, understanding and treatment decision making in response to ramipril and clopidogrel written medicine information leaflets containing side effects and side-effect risk information. All discussions were audio recorded, transcribed verbatim, and analyzed to explore consumer profiles pertaining to side-effect risk appraisal.ResultsThree consumer profiles emerged: glass half-empty, glass half-full, and middle-of-the-road consumers, highlighting the influence of perceived individual susceptibility, interpretation of side-effect risk information, and interindividual differences, on consumers’ understanding of side-effect risk information. All profiles emphasized the importance of gaining an understanding of individual side-effect risk when taking medicines.ConclusionWritten side-effect risk information is not interpreted uniformly by consumers. Consumers formulated their own construct of individual susceptibility to side effects. Health care professionals should consider how consumers interpret side-effect risk information and its impact on medication use. Existing risk communication strategies should be evaluated in light of these profiles to determine their effectiveness in conveying information.

Evaluating the process of online health information searching: a qualitative approach to exploring consumer perspectives.

BackgroundThe Internet is a common resource that patients and consumers use to access health-related information. Multiple practical, cultural, and socioeconomic factors influence why, when, and how people utilize this tool. Improving the delivery of health-related information necessitates a thorough understanding of users’ searching-related needs, preferences, and experiences. Although a wide body of quantitative research examining search behavior exists, qualitative approaches have been under-utilized and provide unique perspectives that may prove useful in improving the delivery of health information over the Internet.ObjectiveWe conducted this study to gain a deeper understanding of online health-searching behavior in order to inform future developments of personalizing information searching and content delivery.MethodsWe completed three focus groups with adult residents of Olmsted County, Minnesota, which explored perceptions of online health information searching. Participants were recruited through flyers and classifieds advertisements posted throughout the community. We audio-recorded and transcribed all focus groups, and analyzed data using standard qualitative methods.ResultsAlmost all participants reported using the Internet to gather health information. They described a common experience of searching, filtering, and comparing results in order to obtain information relevant to their intended search target. Information saturation and fatigue were cited as main reasons for terminating searching. This information was often used as a resource to enhance their interactions with health care providers.ConclusionsMany participants viewed the Internet as a valuable tool for finding health information in order to support their existing health care resources. Although the Internet is a preferred source of health information, challenges persist in streamlining the search process. Content providers should continue to develop new strategies and technologies aimed at accommodating diverse populations, vocabularies, and health information needs.