As a public health marketer population data can be a useful tool when developing campaigns and programing. Having a clear understanding of what the health habits and opinions of a population can help marketers meet people where they are and not speak ‘above’ or ‘below’ them.
There can be challenges however when using population health data. One of the most common is unreliable data due to respondent bias. It is not uncommon for an individual to misrepresent themselves if they think that their thoughts or actions are the ‘incorrect’ or ‘unhealthy’ ones, leading to less than accurate data.
Strategies for Success
This inaccuracy in data is often overcome in two ways. The first strategy is to ensure that survey questions are asked in a way that is not leading respondents towards one answer or another. The second common strategy is to cross check the responses with those from other similar datasets to check for any obvious inconsistencies.
Ultimately, accurate data is essential to building effective public health communications and marketing. With just a few additional steps, you can make sure that the data you’re using is reliable.