Background
Our client had set up a website containing health messages, targeted at a younger audience. Research was required to assess the appropriateness, appeal and potential usefulness of the site.
Objective
To explore general use of and attitudes towards the Internet, attitudes and behaviours in relation to substance abuse, and evaluate the website's effectiveness, credibility, strengths and weaknesses.
Approach
We conducted a series of paired depth interviews with young people (aged 13 to 16). Research was conducted within their home, and respondents showed the moderator their internet set-up (bookmarks etc..)
Outcome
Expectations of the website were fairly negative to begin with, and there were a number of criticisms of the site made. A variety of issues emerged in different potential audiences, which were addressed in the development of the website.
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Case Studies