What Flu Shot Behaviour Tells Us About Canadians’ Likely Response To A COVID-19 Vaccine
Public health communications are more effective when they’re crafted in tone and content to align with people’s pre-existing perspectives on the world – their social values.
ON HEALTH, CANADIANS CLUSTER INTO FIVE DISTINCT GROUPS
Using data from a robust survey on Canadians’ values and attitudes when it comes to health, Environics has developed a segmentation, PatientConnectTM, that clusters people into five distinct segments according to their values. These groups differ in their thinking and behaviour when it comes to vaccines, as well as on other health decisions. Underlying these differing health choices are variations in Canadians’ fundamental orientations to key issues, including respect for authority, trust in science and technology, and sense of personal control.
FLU SHOT MESSAGING SHOULD BE TAILORED TO MATCH PEOPLE’S VALUES
COULD THESE INSIGHTS TRANSLATE INTO MESSAGING ABOUT A COVID-19 VACCINE?
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