Developing the Consumer Interface for the MyPyramid Food Guidance System
Abstract
Objective
To assess consumer response to potential graphics, slogans, and messages for the consumer interface of the MyPyramid Food Guidance System.
Design
Qualitative research conducted in two phases, composed of focus groups and Web-TV testing.
Setting
Professional market research facilities in Baltimore, MD, and Chicago, IL, and Web-TV.
Participants
Phase 1, 77 adults in 10 groups; Phase 2, 407 adults via Web-TV.
Phenomenon of Interest
Consumer response to potential graphic images, slogans, and messages for the Food Guidance System.
Analysis
A content analysis was used to summarize comments from focus groups and Web-TV tests into meaningful themes. Frequencies were calculated for responses.
Results
Respondents preferred the familiarity of the pyramid shape and found graphics and slogans that were personal, active, and positive to be appealing.
Conclusions and Implications
The consumer interface for the MyPyramid Food Guidance System was shaped by consumer feedback that identified appealing and useful elements and avoided elements that were potentially confusing or less meaningful. Consumers preferred images and messages that were perceived as new, personal, and active, but they desired some continuity with the original Pyramid shape.
Address for correspondence: Jackie Haven, MS, RD, USDA Center for Nutrition Policy and Promotion, 3101 Park Center Drive, Room 1034, Alexandria, VA 22302; Phone: (703) 305-7600; Fax: (703) 305-3300
All of the figures in this article have also been compiled into an online slideshow. See www.JNEB.org, under supplementary material for this article.
ABSTRACT