How Do You Design Research on a Sensitive Topic? EurekaFacts’ Insights on Bridging Divides in Health Equity Discourse

Equity and health equity are complex issues, often fraught with socio-political emotion, requiring a carefully designed approach when conducting research. EurekaFacts was recently tasked with identifying ways to communicate about equity and health equity in such a way as to neutralize opposition to the topic. To accomplish this mission, EurekaFacts first conducted an environmental scan and literature review to identify current practices and existing infographics on communicating about equity and health equity. Next, EurekaFacts conducted a series of focus groups to test several of the equity and health equity infographics identified as currently in use by professionals, organizations, social media influencers working on equity and health equity.

Each focus group was comprised of racially, geographically, or politically aligned members. For example, one group was made up of rural participants; others were based on race/ethnicity (Black/African American, Hispanic/Latino, Asian American/Pacific Islander, Native American/Alaskan Native, White); another group had conservative leaning participants; and another group was comprised of professionals who work in equity and/or health equity sectors. In addition, the focus group moderators were matched (to the best of our ability) with a group that most closely resembled them. This approach was taken as participants tend to feel more comfortable expressing their honest opinions on sensitive topics when grouped with others who are similar to themselves.

What was the Eureka moment? EurekaFacts found that different aspects of the infographics resonated differently with the various demographics. Therefore, EurekaFacts developed best practices for communicating about health equity as well as a framework for developing infographics (taking into consideration the needs and preferences of different demographics), which together may lead to a greater understanding by the population at large of the issues and factors that result in health inequities.