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AoU Program & Content UBR Population Testing Analysis - January 2017 Page 1
KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 3,223)
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P E R S O N A M A T C H I N G
29%
23%
18%
17%
9%
Miguel
Tallulah
Lorraine
Chris
Edgar
P E R S O N A C R E A T I V E T E S T I N G – T O P R A N K E D
EDGAR
TALLULAH CHRIS
LORRAINE
MIGUEL
S N A P S H O T R E V I E W
T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S
Miguel persona classification, as largest motivational category, appeals most to
humanitarian creative and messaging.
.
Tallulah persona and motivational values (second largest African-American
group classification) skews heavily towards females with creative and
messaging resonating at the highest levels via personal self-identification.
Overall, high preference for illustrations over photography across all segments
(personas, gender, age).
Which poster makes you want to click on it to learn more about the program?
AoU Program & Content UBR Population Testing Analysis - January 2017 Page 2
KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 3,223)
S N A P S H O T R E V I E W
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a g g r e g a t e r a n k b y p r e f e r e n c e
altruism
finding cures community, tribe,
legacy, family
innovation, new
research
empower, control,
righting wrongs
what’s in it
for me
a g g r e g a t e r a n k b y p r e f e r e n c e
altruism
finding cures community, tribe,
legacy, family
innovation, new
research
empower, control,
righting wrongs
what’s in it
for me
P O S T E R C R E A T I V E T E S T I N G
A D V E R T I S I N G C R E A T I V E T E S T I N G
T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S
Greater preference for illustrations over photography. Skews younger.
Large multi-cultural group photography appeals more when compared to single
person photography or smaller groups of people.
Appeal for single person photography trends with gender and age self-
identification alignment.
Younger age groups gravitate more to images: older generations headlines.
Which ad makes you want to click on it to learn more about the program?
Which poster makes you want to click on it to learn more about the program?
AoU Program & Content UBR Population Testing Analysis - January 2017 Page 3
KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 3,223)
S N A P S H O T R E V I E W
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P R O G R A M C O M P R E H E N S I O N T E S T I N G
V I D E O C R E A T I V E T E S T I N G
T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S
Video resonance high for both videos as they peak and generate interest.
Inspirational Anthem video slightly not as effective without deeper program
clarity.
Program comprehension respectable after exposure to site and creative assets.
Core messaging across communications could be more simplified with added
street level clarity. Medical terminology should be avoided.
ANTHEM VIDEO
ANIMATION VIDEO
After watching the video, do you want to learn more about the program?
Yes,… No, 16%
Yes,… No, 11%
After visiting the website, what is the most accurate program description?
AFTER WEBSITE HEATMAPPING
AFTER ANIMATION VIDEO
Corr…
Incorrec
t, 37%
After watching the video, what is the most accurate program description?
Correct,
66%
Incorrec
t, 34%
Correct Response: A national research program to improve health.
Correct Response: A national research program to precision medicine.
AoU Program & Content UBR Population Testing Analysis - January 2017 Page 4
KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 705)
S N A P S H O T R E V I E W
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F U L L P R O G R A M D E S C R I P T I O N T E S T I N G
T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S
Based on the program description you just read,
which statement best describes the program?
The All of Us Research Program is a large research program. The goal is to help
researchers understand more about why people get sick or stay healthy. All of Us
is part of the Precision Medicine Initiative.
We hope that more than a million people will join All of Us. People who join will
give us information about their health, habits, and what it’s like where they live.
By looking for patterns, researchers may learn more about what affects people’s
health.
The All of Us Research Program will last for many years. This will allow us to
study health over time.
If you decide to join the All of Us Research Program, you will be contributing to
an effort to improve the health of generations to come. You also may learn about
your own health.
What is the All of Us Research Program?
Correct,
36%
Incor…
N=705 - Respondents who failed to correctly choose the right response from previous comprehension
questions.
Do you think our program description is easy to understand?
Yes,…
No,
7%
Correct Response: A large research program to advance the practice of medicine.
Two out of every three individuals in this population subset still had trouble
grasping the understanding and key benefit of the program – even though 93%
stated our program description was easy to understand.
Creative and core messaging needs to be further simplified into quick, easy to
understand benefit statements, without the use of medical or technical terms,
to have greater influence over larger audiences.
AoU Program & Content UBR Population Testing Analysis - January 2017 Page 5
KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 2,518)
S N A P S H O T R E V I E W
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H E A D L I N E S ( T A G S ) T E S T I N G
T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S
Based on the polling conducted (and from previous testing), there are clear
winners and losers in the choices provided. Top 3 choices in the poll do align
with previous creative testing rankings.
Preference for creative compositions are a combination of both image and tag,
although one strong element could be the deciding factor for how well content
resonates with each individual.
Please rank the following phrases which would make you want to learn
more about the program.
2%
4%
6%
7%
10%
10%
12%
15%
15%
20%
Fighting disease just got one million
times easier.
There's only one condition. The human
condition.
It’s our differences that make all the
difference.
Everybody has a story. What's yours?
Your future, my legacy.
Diversity, meet data.
There’s an estimated 30,000 diseases
Let's get to work.
It takes a village to beat disease.
One-of-a-Kind is kind of our thing.
The doctor will see you now.
Tags Previously Tested
Polling
Rank
Tested
Rank
Test Section / Question
Fighting disease… 1 #3 Q2 (Motivation) / Finding Cures
Only one condition… 2 #2 Q4 (Persona) / Chris
Our differences… 3 #1 Q4 (Persona) / Miguel
Diversity, meet data. 6 #1 Q4 (Persona) / Edgar
Diversity, meet data. 6 #3 Q4 (Persona) / Miguel
Takes a village… 8 #1 Q4 (Persona) / Chris
One-of-a-kind… 9 #1 Q1 (Motivation) / What’s in it for me
AoU Program & Content UBR Population Testing Analysis - January 2017 Page 6
KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 2,518)
S N A P S H O T R E V I E W
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P R E - C L O S E C O N V E R S I O N T E S T I N G
T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S
A sizeable percentage of all survey respondents do have concerns about
enrolling in the program.
Overall, concerns align to pre-survey expected issues. Data Security and
Privacy are the top two concerns, but all concerns are significant to warrant
communications to address each topic.
Do you have any concerns about joining the program?
Yes, 27% No, 73%
What are your concerns? (n=678)
? Privacy: “I don’t want the program to know my name or address. I don’t want to
share personal things health records or like if I have ever used drugs or had an
abortion.”
? Data security: “I’m worried my health data could be stolen and used against me.”
? Data types: “I would be OK sharing my health records, but not my DNA.”
? Loss of status: “I don’t want to lose my health insurance, my health care, be
deported, etc.”
? Research ethics: “I worry that researchers may do bad things with my information,
like cloning, or trying to hurt specific groups of people.”
? Time: “I don’t want to spend a lot of time on this program.”
? Government: “I’m not sure I want to be part of this program if the government is
involved.”
20%
34%
36%
39%
47%
67%
68%
Loss of status
Time
Data types
Government
Research ethics
Privacy
Data security
AoU Program & Content UBR Population Testing Analysis - January 2017 Page 7
KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 2,246)
S N A P S H O T R E V I E W
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P R E - C L O S E C O N V E R S I O N T E S T I N G
T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S
The level of respondent’s with an inclination to join the program after their
brief exposure to the program is promising. Even those with pre-conceived
concerns.
Overall, comments are very positive with a relatively clear understanding for
why they might like to participate.
Would you join the program?
Yes, 75% No, 25%
Respondents without concerns. n=1,840
Yes, 60% No, 40%
Respondents with concerns. n=406
What are your main reasons for wanting to join the program?
“A better future for humanity. Imagine all the diseases that we could cure.
That's all.”
“As African-Americans, it is hard to collect health information from
family history when the health care for blacks in the past has been
admittedly discriminatory and even illegal [where] experimentation
was used.
Many people especially older people, became weary of doctors. We
also experienced our own health...f**^%$ sickle cell, [so] we are a
walking health study.
With so many different people with different conditions, research with
diversity is vital. I was super excited to see this survey. I'm planning
on calling this week. I really wish you all great skill and the best of
luck and blessings.”
“Because I feel like data would be able to help others, and I'm guessing that
the data involved is not invasive or dangerous. So yeah I think it would be
cool to join.”
AoU Program & Content UBR Population Testing Analysis - January 2017 Page 8
KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 3,035)
S N A P S H O T R E V I E W
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S O C I A L M E D I A U S E T E S T I N G
T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S
Expected core social media platforms (Facebook, Twitter, Instagram, YouTube)
are channels of preferred choice.
.
Social media use is high as a sub-population group. Challenge will be to build
awareness for the program and then leverage a content strategy that builds an
engaged community.
What social media platforms do you currently use and have a personal
profile?
81%
50% 45%
30%
63%
12%
37%
Facebook Instagram Twitter SnapChat YouTube Tumblr Google+
On social media, do you follow (like) any medical or health care organizations
(e.g. medical research, disease-specific, health outreach, or health advocate
charities)?
Yes, 45% No, 55%
On social media, do you share or post content and comments?
Very Active, 30%
Somewhat
Active, 51%
Rarely Active,
19%
How often do you use your social media accounts?
Daily, 22%
Multiple Times /
Day, 52%
Several Times /
Week, 16%
AoU Program & Content UBR Population Testing Analysis - January 2017 Page 9
KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 3,223)
S N A P S H O T R E V I E W
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D E M O G R A P H I C C H A R A C T E R I S T I C S
22%
26%
31%
21%
18-24
25-34
35-54
55+
Age Groups
Male
32%
Female
68%
Demographics
18-24
Male
18-24
Female
25-34
Male
25-34
Female
35-54
Male
35-54
Female
55+
Male
55+
Female
Population Count 201 508 277 553 366 647 178 493
SEX - Straight 185 394 242 463 335 618 166 478
SEX - LGBTQ 10 101 25 80 21 26 8 6
EDU - Some High School 16 28 7 5 9 7 4 11
EDU - High School Grad 61 182 67 87 74 101 36 67
EDU - Some College 72 192 75 162 104 198 54 173
EDU - College Degree 35 84 91 191 126 217 6 149
EDU - Some Postgraduate 7 8 13 23 10 22 9 26
EDU - Master Degree 8 13 22 68 38 86 15 58
EDU - Doctorate Degree 2 1 2 17 5 16 0 9
HHI – Less than $25,000 46 185 63 119 74 142 51 124
HHI – Less than $50,000 64 138 78 226 95 207 46 142
HHI – Less than $75,000 38 77 75 105 73 148 31 93
HHI – Less than $100,000 23 31 28 50 49 60 16 60
HHI – Less than $125,000 11 17 14 24 34 35 7 20
HHI – More than $125,000 5 14 13 13 34 29 20 24

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Focus Group Snapshot Review

  • 1. AoU Program & Content UBR Population Testing Analysis - January 2017 Page 1 KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 3,223) A f r i c a n - A m e r i c a n s P E R S O N A M A T C H I N G 29% 23% 18% 17% 9% Miguel Tallulah Lorraine Chris Edgar P E R S O N A C R E A T I V E T E S T I N G – T O P R A N K E D EDGAR TALLULAH CHRIS LORRAINE MIGUEL S N A P S H O T R E V I E W T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S Miguel persona classification, as largest motivational category, appeals most to humanitarian creative and messaging. . Tallulah persona and motivational values (second largest African-American group classification) skews heavily towards females with creative and messaging resonating at the highest levels via personal self-identification. Overall, high preference for illustrations over photography across all segments (personas, gender, age). Which poster makes you want to click on it to learn more about the program?
  • 2. AoU Program & Content UBR Population Testing Analysis - January 2017 Page 2 KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 3,223) S N A P S H O T R E V I E W A f r i c a n - A m e r i c a n s a g g r e g a t e r a n k b y p r e f e r e n c e altruism finding cures community, tribe, legacy, family innovation, new research empower, control, righting wrongs what’s in it for me a g g r e g a t e r a n k b y p r e f e r e n c e altruism finding cures community, tribe, legacy, family innovation, new research empower, control, righting wrongs what’s in it for me P O S T E R C R E A T I V E T E S T I N G A D V E R T I S I N G C R E A T I V E T E S T I N G T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S Greater preference for illustrations over photography. Skews younger. Large multi-cultural group photography appeals more when compared to single person photography or smaller groups of people. Appeal for single person photography trends with gender and age self- identification alignment. Younger age groups gravitate more to images: older generations headlines. Which ad makes you want to click on it to learn more about the program? Which poster makes you want to click on it to learn more about the program?
  • 3. AoU Program & Content UBR Population Testing Analysis - January 2017 Page 3 KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 3,223) S N A P S H O T R E V I E W A f r i c a n - A m e r i c a n s P R O G R A M C O M P R E H E N S I O N T E S T I N G V I D E O C R E A T I V E T E S T I N G T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S Video resonance high for both videos as they peak and generate interest. Inspirational Anthem video slightly not as effective without deeper program clarity. Program comprehension respectable after exposure to site and creative assets. Core messaging across communications could be more simplified with added street level clarity. Medical terminology should be avoided. ANTHEM VIDEO ANIMATION VIDEO After watching the video, do you want to learn more about the program? Yes,… No, 16% Yes,… No, 11% After visiting the website, what is the most accurate program description? AFTER WEBSITE HEATMAPPING AFTER ANIMATION VIDEO Corr… Incorrec t, 37% After watching the video, what is the most accurate program description? Correct, 66% Incorrec t, 34% Correct Response: A national research program to improve health. Correct Response: A national research program to precision medicine.
  • 4. AoU Program & Content UBR Population Testing Analysis - January 2017 Page 4 KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 705) S N A P S H O T R E V I E W A f r i c a n - A m e r i c a n s F U L L P R O G R A M D E S C R I P T I O N T E S T I N G T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S Based on the program description you just read, which statement best describes the program? The All of Us Research Program is a large research program. The goal is to help researchers understand more about why people get sick or stay healthy. All of Us is part of the Precision Medicine Initiative. We hope that more than a million people will join All of Us. People who join will give us information about their health, habits, and what it’s like where they live. By looking for patterns, researchers may learn more about what affects people’s health. The All of Us Research Program will last for many years. This will allow us to study health over time. If you decide to join the All of Us Research Program, you will be contributing to an effort to improve the health of generations to come. You also may learn about your own health. What is the All of Us Research Program? Correct, 36% Incor… N=705 - Respondents who failed to correctly choose the right response from previous comprehension questions. Do you think our program description is easy to understand? Yes,… No, 7% Correct Response: A large research program to advance the practice of medicine. Two out of every three individuals in this population subset still had trouble grasping the understanding and key benefit of the program – even though 93% stated our program description was easy to understand. Creative and core messaging needs to be further simplified into quick, easy to understand benefit statements, without the use of medical or technical terms, to have greater influence over larger audiences.
  • 5. AoU Program & Content UBR Population Testing Analysis - January 2017 Page 5 KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 2,518) S N A P S H O T R E V I E W A f r i c a n - A m e r i c a n s H E A D L I N E S ( T A G S ) T E S T I N G T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S Based on the polling conducted (and from previous testing), there are clear winners and losers in the choices provided. Top 3 choices in the poll do align with previous creative testing rankings. Preference for creative compositions are a combination of both image and tag, although one strong element could be the deciding factor for how well content resonates with each individual. Please rank the following phrases which would make you want to learn more about the program. 2% 4% 6% 7% 10% 10% 12% 15% 15% 20% Fighting disease just got one million times easier. There's only one condition. The human condition. It’s our differences that make all the difference. Everybody has a story. What's yours? Your future, my legacy. Diversity, meet data. There’s an estimated 30,000 diseases Let's get to work. It takes a village to beat disease. One-of-a-Kind is kind of our thing. The doctor will see you now. Tags Previously Tested Polling Rank Tested Rank Test Section / Question Fighting disease… 1 #3 Q2 (Motivation) / Finding Cures Only one condition… 2 #2 Q4 (Persona) / Chris Our differences… 3 #1 Q4 (Persona) / Miguel Diversity, meet data. 6 #1 Q4 (Persona) / Edgar Diversity, meet data. 6 #3 Q4 (Persona) / Miguel Takes a village… 8 #1 Q4 (Persona) / Chris One-of-a-kind… 9 #1 Q1 (Motivation) / What’s in it for me
  • 6. AoU Program & Content UBR Population Testing Analysis - January 2017 Page 6 KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 2,518) S N A P S H O T R E V I E W A f r i c a n - A m e r i c a n s P R E - C L O S E C O N V E R S I O N T E S T I N G T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S A sizeable percentage of all survey respondents do have concerns about enrolling in the program. Overall, concerns align to pre-survey expected issues. Data Security and Privacy are the top two concerns, but all concerns are significant to warrant communications to address each topic. Do you have any concerns about joining the program? Yes, 27% No, 73% What are your concerns? (n=678) ? Privacy: “I don’t want the program to know my name or address. I don’t want to share personal things health records or like if I have ever used drugs or had an abortion.” ? Data security: “I’m worried my health data could be stolen and used against me.” ? Data types: “I would be OK sharing my health records, but not my DNA.” ? Loss of status: “I don’t want to lose my health insurance, my health care, be deported, etc.” ? Research ethics: “I worry that researchers may do bad things with my information, like cloning, or trying to hurt specific groups of people.” ? Time: “I don’t want to spend a lot of time on this program.” ? Government: “I’m not sure I want to be part of this program if the government is involved.” 20% 34% 36% 39% 47% 67% 68% Loss of status Time Data types Government Research ethics Privacy Data security
  • 7. AoU Program & Content UBR Population Testing Analysis - January 2017 Page 7 KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 2,246) S N A P S H O T R E V I E W A f r i c a n - A m e r i c a n s P R E - C L O S E C O N V E R S I O N T E S T I N G T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S The level of respondent’s with an inclination to join the program after their brief exposure to the program is promising. Even those with pre-conceived concerns. Overall, comments are very positive with a relatively clear understanding for why they might like to participate. Would you join the program? Yes, 75% No, 25% Respondents without concerns. n=1,840 Yes, 60% No, 40% Respondents with concerns. n=406 What are your main reasons for wanting to join the program? “A better future for humanity. Imagine all the diseases that we could cure. That's all.” “As African-Americans, it is hard to collect health information from family history when the health care for blacks in the past has been admittedly discriminatory and even illegal [where] experimentation was used. Many people especially older people, became weary of doctors. We also experienced our own health...f**^%$ sickle cell, [so] we are a walking health study. With so many different people with different conditions, research with diversity is vital. I was super excited to see this survey. I'm planning on calling this week. I really wish you all great skill and the best of luck and blessings.” “Because I feel like data would be able to help others, and I'm guessing that the data involved is not invasive or dangerous. So yeah I think it would be cool to join.”
  • 8. AoU Program & Content UBR Population Testing Analysis - January 2017 Page 8 KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 3,035) S N A P S H O T R E V I E W A f r i c a n - A m e r i c a n s S O C I A L M E D I A U S E T E S T I N G T O P I D E N T I F I E D S U B - P O P U L A T I O N T R E N D S Expected core social media platforms (Facebook, Twitter, Instagram, YouTube) are channels of preferred choice. . Social media use is high as a sub-population group. Challenge will be to build awareness for the program and then leverage a content strategy that builds an engaged community. What social media platforms do you currently use and have a personal profile? 81% 50% 45% 30% 63% 12% 37% Facebook Instagram Twitter SnapChat YouTube Tumblr Google+ On social media, do you follow (like) any medical or health care organizations (e.g. medical research, disease-specific, health outreach, or health advocate charities)? Yes, 45% No, 55% On social media, do you share or post content and comments? Very Active, 30% Somewhat Active, 51% Rarely Active, 19% How often do you use your social media accounts? Daily, 22% Multiple Times / Day, 52% Several Times / Week, 16%
  • 9. AoU Program & Content UBR Population Testing Analysis - January 2017 Page 9 KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 3,223) S N A P S H O T R E V I E W A f r i c a n - A m e r i c a n s D E M O G R A P H I C C H A R A C T E R I S T I C S 22% 26% 31% 21% 18-24 25-34 35-54 55+ Age Groups Male 32% Female 68% Demographics 18-24 Male 18-24 Female 25-34 Male 25-34 Female 35-54 Male 35-54 Female 55+ Male 55+ Female Population Count 201 508 277 553 366 647 178 493 SEX - Straight 185 394 242 463 335 618 166 478 SEX - LGBTQ 10 101 25 80 21 26 8 6 EDU - Some High School 16 28 7 5 9 7 4 11 EDU - High School Grad 61 182 67 87 74 101 36 67 EDU - Some College 72 192 75 162 104 198 54 173 EDU - College Degree 35 84 91 191 126 217 6 149 EDU - Some Postgraduate 7 8 13 23 10 22 9 26 EDU - Master Degree 8 13 22 68 38 86 15 58 EDU - Doctorate Degree 2 1 2 17 5 16 0 9 HHI – Less than $25,000 46 185 63 119 74 142 51 124 HHI – Less than $50,000 64 138 78 226 95 207 46 142 HHI – Less than $75,000 38 77 75 105 73 148 31 93 HHI – Less than $100,000 23 31 28 50 49 60 16 60 HHI – Less than $125,000 11 17 14 24 34 35 7 20 HHI – More than $125,000 5 14 13 13 34 29 20 24
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