Can We Reduce Childhood Obesity in the Community? A qualitative Perspective that Discusses the Barriers and Strategies to Childhood Obesity within Miles Platting and Newton Heath.
subject: Childhood Obesity. Poverty. Education. Barriers. Strategies. Recommendations.
description: Childhood obesity (CO), which can have long-term negative health issues, has increased dramatically over the last thirty years. Given this, NHS Manchester has commissioned this study, with a particular focus on the Manchester boroughs of Miles Platting and Newton Heath, due to the high rates of CO in those areas, to explore the relevant dynamics involved, understand the barriers to healthier eating/lifestyles and derive strategies to combat CO. A semi-structured interview style was utilised, with healthcare professionals. Within these interviews, the healthcare professionals commented on their experiences of CO within their job roles and what they believe to be the barriers for parents to be for CO. Their thoughts based on parents' experience with CO were formed due to working with parents and discussing these barriers with them. It was found that a child's home life massively impacts the likelihood of a child's obesity, with parental education, motivations and poverty playing significant roles, along with a parent’s lack of skills, knowledge, money, and time. Based on these factors, strategies are discussed that have been successful or unsuccessful previously, as well as ideas for future strategies. Based on these findings, it is suggested that collaboration between the different services offered within the Manchester area offers scope for improvement, while strategies to help reduce CO need to focus on a ‘show and tell’ aspect whereby individuals receive immediate support, such as having access to healthy food, while gaining the practical skills to help them create a sustainable change, such as learning how to cook or budget. These strategies are discussed about the general community and specific goals for NHS Manchester to increase the likelihood of healthier lifestyles being adopted.
creator: Charlotte Graham
source: Sample Nine people participated in the current study. Each of these participants were healthcare professionals over the age of 18. The term ‘healthcare professionals’ was a broad term for anyone in a professional capacity who dealt with CO in their job role. The initial participants were recruited from the contacts of the NHS Manchester Local Care Organisation, and then a snowball sample from these initial participants. The job roles presented in this sample included a business manager for a school, a school meal supervisor, a GP nurse, a bursary manager, and an array of service workers for the local community in different services, such as the Healthy Weight Team in Manchester. Each participant worked within Manchester, specifically Miles Platting and Newton Heath. Design and Materials Ethics Data collected in this qualitative study was reviewed and approved by the Faculty of Science and Technology Ethics Committee at Lancaster University (see Appendix A). All the participants were provided with information about this study and knew their ethical rights, such as the right to withdraw, confidentiality, and data protection. Procedure The initial participants were introduced to the researcher via email by a Manchester Local Care Communication member. Once this introduction had taken place, communication about the research and the arrangement of the interviews were discussed between the researcher and the participant through email. After completing their interview, these participants introduced the researcher to their other contacts through email (snowball sample). Email was the primary contact method for each participant and the recruitment process. Each interview was an online semi-structured interview, lasting between 30-60 minutes. The online software used was Microsoft Teams, which facilitated the discussion, recorded it and created a transcript. Due to the limitations of the software, the audio and visual information of the Microsoft Teams Meeting would be record…
publisher: Lancaster University
date: 2023
contributor: Georgie Comerford Katy Nichol
rights: Open
relation: None.
format: Text/Word doc.
language: English
type: Interviews
coverage: LA1 4YF

An exploration of the psychological mechanism and effectiveness behind the co-creation process in advertising, based on the ‘Co-create by Sharp’ method.
subject: Keywords: Co-creation, advertising, psychology, behaviour
description: Scholars have referred to co-creation as the interaction between firms and stakeholders to create value. Co-creation for product innovation and campaign delivery is a growing trend in today’s competitive market due to a demand for consumer-centric communication and product development strategies. Even when traditional research techniques are relevant for evaluating brand messaging, they are considered backwards looking. Traditional research techniques (e.g., interviews, questionnaires, focus groups) rely on companies’ terms rather than the customer’s domain, limiting stakeholders to only react to market offers instead of cooperating to build them. The application of co-creation techniques does not replace reactive research but is the new next step to building brand and campaign strategies. The Sharp Agency developed ‘Co-create by Sharp’, a co-creation methodology that aims to build campaign and brand strategies with a higher value of insight than other approaches. According to The Sharp Agency, their unique approach to co-creating ideas with stakeholders has demonstrated effectiveness in their clients’ performance (i.e., 400% of revenue increase, 33% growth speed, and 19% spending increase). However, the method lacks information that supports its efficacy, more specifically, an exploration of the perceptions of people involved in their co-creation methodology (i.e., co-creation participants, Sharp team members, and Sharp’s commissioning clients). This report aims to identify the presence of plausible psychological theories that could support the ‘Co-create by Sharp’ methodology. Accordingly, this study intends to explore the dynamics, perceived effectiveness, and limitations of the ‘Co-create by Sharp’ methodology through a series of individual interviews with the people involved in the process. The researcher worked as an intern in the Sharp Agency, and a qualitative experimental design was used to investigate the research objective. Three types of interviews were …
creator: Maria Gabriela Vivero Donoso
source: The researcher worked as an intern in the Sharp Agency to better understand the company’s way of work and the ‘Co-create by Sharp’ method. The internship allowed the researcher to be involved in various steps of the co-creation method: 1) Attend co-create sessions and observe participant behaviour (see Appendix K and Appendix L). 2) Develop post-co-create decks of information, including sessions’ outputs. 3) Participate in strategic brainstorming sessions. 4) Collate evidence of the final results of messaging and visuals for campaign delivery. A qualitative experimental design was used to investigate the research objectives and provide answers to research questions. Three types of interviews were conducted with different participant profiles, including co-creation participants, Sharp team members and Sharp clients. Interview sessions lasted between twenty and thirty minutes, using a pre-determined discussion guide for each interview and received ethical approval. Interviews were designed to gather insights about co-creation perceptions from every person involved in the process. A qualitative design allowed interviewees to express freely their co-creation experience with The Sharp Agency. Considering the research aimed to explore people’s attitudes, it would not have been appropriate to use a quantitative method. Instead, a qualitative design allowed for gathering a spectrum of people’s observations and feedback. Sampling Representative sampling was used to obtain results that reflect each participant’s profile perspective. Interviewing involved five participants from the latest co-creation sessions moderated by Sharp, seven Sharp team members with roles involved in different stages of the co-creation process (including founders of the ‘Co-create by Sharp’ method), and three company commissioning clients that represent market leader companies (i.e., Medical Protection Service, Barbour ABI, and Lonza). Considering that Medical Protection Service (MPS) and Lonza are pa…
publisher: Lancaster University
date: 06/09/2022
contributor: Madie Lulek
rights: Open
relation: None
format: Word.doc
language: English
type: Qualitative Data
coverage: LA1 4YF

Advertising, Behavioural Science and Ethics: perspectives on the commercialisation of cognitive biases
subject: Advertising, Behavioural Science, Behavioural economics, Ethics
description: Increasingly, behavioural science in the form of behavioural economics is being utilised to increase the effectiveness of advertising communications. The practice of using known cognitive biases and lapses in rational thinking to help sell products and services prompts ethical considerations. Whilst sparking some passionate, albeit small debate, research has not included the voice of the intended target, the general public. The aim of this research was to provide an open and sensitive forum in which the public could share their ideas surrounding the use of behavioural economics with the intention of detecting the perceived ethical boundaries, fairness in their implementation, and ultimately possible resolutions. In exploration of this topic, five interviews and two focus groups were conducted to discuss these increasingly pressing issues. Despite judged as unfair in advertising, behavioural economics was seen as an unavoidable reality in the fabric of the advertising landscape, although the public seek increased transparency and information regarding the specific techniques being utilised, while requesting little from advertisers themselves. The public also take special consideration of vulnerable groups of individuals who might be particularly susceptible to such tactics, a conversation which whilst incredibly important, hitherto has not been discussed, consequently contributing valuable insight into the literature concerning consumer protection. Future avenues for research may seek to address professionals in the industry, as personal insight may lead to richer, nuanced ideas that could lead to realistic and actionable solutions. Additionally, research could involve discussion of other potentially invasive techniques, such as data tracking, and how these techniques may combine to construct a psychological and technological sphere of influence and what sort of provisions can be made to empower the consumer.
creator: Rebecca Mitchell
source: Participants Overall, 14 participants took part, encompassing a wide range of ages to collect a broad set of opinions (range 21-62, mean 34 years, five males, eight females, one non-binary). Five participants were individually interviewed, with two focus groups taking place afterward. A breakdown of the participants can be found in Table 1, in Appendix A. All were residing within Britain and were therefore familiar with British advertising. Due to the nature of the research, recruitment was achieved via opportunity and snowball sampling, to ensure those participating would be comfortable in sharing their private thoughts and their time. Materials A discussion guide was developed in order to assess the public’s views on the issues considered in this research’s objectives, comprising of open-ended questions that can be seen in Appendix C. Although following an inductive framework for analysis, this was not strictly adhered to in the formation of the discussion guide, a brief literature search was conducted prior to its development, as to provide some direction for rich and useful prompts. 15 The first section sought to break the ice, probe for ideas and assess the awareness that participants may have in relation to psychology in advertising. Then, they were informed through a short paragraph what behavioural economics in advertising would look like, in order that they understand the concept, parameters and focus of the research. The resulting feelings were explored. Sources for this explanatory paragraph encompassed academic journals (Kovic & Laissue, 2016) and quotes lifted from the website of ‘The Behavioural Architects’ (2022) (a leading behavioural science consultancy agency) in order to represent an accurate and unbiased picture of what behavioural economics is considered to encompass. Example ads were also included and shown to participants in order to foster understanding. There are 108 cognitive biases listed by Wikipedia, (Wikipedia, 2022) and this list is gr…
publisher: Lancaster University
date: 2022
contributor: Wenying He
rights: Open (unless stated otherwise)
relation: N/A
format: Text/Word.doc
language: English
type: Text
identifier: Braun and Clarke (2006)
coverage: LA14YF

Advertising, Behavioural Science and Ethics: perspectives on the commercialisation of cognitive biases.
subject: Advertising, Behavioural Science, Behavioural economics, Ethics
description: Increasingly, behavioural science in the form of behavioural economics is being utilised to increase the effectiveness of advertising communications. The practice of using known cognitive biases and lapses in rational thinking to help sell products and services prompts ethical considerations. Whilst sparking some passionate, albeit small debate, research has not included the voice of the intended target, the general public. The aim of this research was to provide an open and sensitive forum in which the public could share their ideas surrounding the use of behavioural economics with the intention of detecting the perceived ethical boundaries, fairness in their implementation, and ultimately possible resolutions. In exploration of this topic, five interviews and two focus groups were conducted to discuss these increasingly pressing issues. Despite judged as unfair in advertising, behavioural economics was seen as an unavoidable reality in the fabric of the advertising landscape, although the public seek increased transparency and information regarding the specific techniques being utilised, while requesting little from advertisers themselves. The public also take special consideration of vulnerable groups of individuals who might be particularly susceptible to such tactics, a conversation which whilst incredibly important, hitherto has not been discussed, consequently contributing valuable insight into the literature concerning consumer protection. Future avenues for research may seek to address professionals in the industry, as personal insight may lead to richer, nuanced ideas that could lead to realistic and actionable solutions. Additionally, research could involve discussion of other potentially invasive techniques, such as data tracking, and how these techniques may combine to construct a psychological and technological sphere of influence and what sort of provisions can be made to empower the consumer.
creator: Rebecca Mitchell
source: Participants Overall, 14 participants took part, encompassing a wide range of ages to collect a broad set of opinions (range 21-62, mean 34 years, five males, eight females, one non-binary). Five participants were individually interviewed, with two focus groups taking place afterward. A breakdown of the participants can be found in Table 1, in Appendix A. All were residing within Britain and were therefore familiar with British advertising. Due to the nature of the research, recruitment was achieved via opportunity and snowball sampling, to ensure those participating would be comfortable in sharing their private thoughts and their time. Materials A discussion guide was developed in order to assess the public’s views on the issues considered in this research’s objectives, comprising of open-ended questions that can be seen in Appendix C. Although following an inductive framework for analysis, this was not strictly adhered to in the formation of the discussion guide, a brief literature search was conducted prior to its development, as to provide some direction for rich and useful prompts. 15 The first section sought to break the ice, probe for ideas and assess the awareness that participants may have in relation to psychology in advertising. Then, they were informed through a short paragraph what behavioural economics in advertising would look like, in order that they understand the concept, parameters and focus of the research. The resulting feelings were explored. Sources for this explanatory paragraph encompassed academic journals (Kovic & Laissue, 2016) and quotes lifted from the website of ‘The Behavioural Architects’ (2022) (a leading behavioural science consultancy agency) in order to represent an accurate and unbiased picture of what behavioural economics is considered to encompass. Example ads were also included and shown to participants in order to foster understanding. There are 108 cognitive biases listed by Wikipedia, (Wikipedia, 2022) and this list is gr…
publisher: Lancaster University
date: 2022
contributor: Leah Murphy
rights: Open
relation: N/A
format: Text/Word.doc
language: English
type: English Text
coverage: LA1 4YF

An exploration of the psychological mechanism and effectiveness behind the co-creation process in advertising, based on the ‘Co-create by Sharp’ method.
subject: Keywords: Co-creation, advertising, psychology, behaviour
description: Scholars have referred to co-creation as the interaction between firms and stakeholders to create value. Co-creation for product innovation and campaign delivery is a growing trend in today’s competitive market due to a demand for consumer-centric communication and product development strategies. Even when traditional research techniques are relevant for evaluating brand messaging, they are considered backwards looking. Traditional research techniques (e.g., interviews, questionnaires, focus groups) rely on companies’ terms rather than the customer’s domain, limiting stakeholders to only react to market offers instead of cooperating to build them. The application of co-creation techniques does not replace reactive research but is the new next step to building brand and campaign strategies. The Sharp Agency developed ‘Co-create by Sharp’, a co-creation methodology that aims to build campaign and brand strategies with a higher value of insight than other approaches. According to The Sharp Agency, their unique approach to co-creating ideas with stakeholders has demonstrated effectiveness in their clients’ performance (i.e., 400% of revenue increase, 33% growth speed, and 19% spending increase). However, the method lacks information that supports its efficacy, more specifically, an exploration of the perceptions of people involved in their co-creation methodology (i.e., co-creation participants, Sharp team members, and Sharp’s commissioning clients). This report aims to identify the presence of plausible psychological theories that could support the ‘Co-create by Sharp’ methodology. Accordingly, this study intends to explore the dynamics, perceived effectiveness, and limitations of the ‘Co-create by Sharp’ methodology through a series of individual interviews with the people involved in the process. The researcher worked as an intern in the Sharp Agency, and a qualitative experimental design was used to investigate the research objective. Three types of interviews were …
creator: Maria Gabriela Vivero Donoso
source: The researcher worked as an intern in the Sharp Agency to better understand the company’s way of work and the ‘Co-create by Sharp’ method. The internship allowed the researcher to be involved in various steps of the co-creation method: 1) Attend co-create sessions and observe participant behaviour (see Appendix K and Appendix L). 2) Develop post-co-create decks of information, including sessions’ outputs. 3) Participate in strategic brainstorming sessions. 4) Collate evidence of the final results of messaging and visuals for campaign delivery. A qualitative experimental design was used to investigate the research objectives and provide answers to research questions. Three types of interviews were conducted with different participant profiles, including co-creation participants, Sharp team members and Sharp clients. Interview sessions lasted between twenty and thirty minutes, using a pre-determined discussion guide for each interview and received ethical approval. Interviews were designed to gather insights about co-creation perceptions from every person involved in the process. A qualitative design allowed interviewees to express freely their co-creation experience with The Sharp Agency. Considering the research aimed to explore people’s attitudes, it would not have been appropriate to use a quantitative method. Instead, a qualitative design allowed for gathering a spectrum of people’s observations and feedback. Sampling Representative sampling was used to obtain results that reflect each participant’s profile perspective. Interviewing involved five participants from the latest co-creation sessions moderated by Sharp, seven Sharp team members with roles involved in different stages of the co-creation process (including founders of the ‘Co-create by Sharp’ method), and three company commissioning clients that represent market leader companies (i.e., Medical Protection Service, Barbour ABI, and Lonza). Considering that Medical Protection Service (MPS) and Lonza are pa…
publisher: Lancaster University
date: 06/09/2022
contributor: Madie Lulek
rights: Open
relation: None
format: Word.doc
language: English
type: Qualitative Data
coverage: LA1 4YF

Understanding the psychological, perceptual and emotional impact signage has on residents in a local community.
subject: signage, placemaking, community engagement, qualitative research, community reputation
description: The placement of signage, street furniture and advertisements can have a profound impact on the appearance of a built environment. They play a vital role in shaping the cultural, physical and social identities that impact the perceptions that residents and other stakeholders hold towards local communities, which in turn impacts on behaviours. Adopting a qualitative approach, this study will examine the impact of signage and other visual features that can contribute to the psychological, perceptual and emotional impact that these elements can have on residents in a local community. A number of semi-structured interviews were conducted amongst residents in One Manchester property areas, One Manchester place officers and residents near these areas. Participants were shown a variety of visual images of signage and were prompted to discuss their emotional response and thoughts, and propose suggestions to improve signage. A thematic analysis was conducted using the interview data and indicated the following four themes: signage design, reputation, community engagement and impact of signage. Reflecting upon these themes, the results suggested that existing signage was psychically ill-fitted and visually dull, lacking positive influential stimuli and evocative colours and that it lacked the authenticity and character needed to emotionally resonate with passers-by. This negatively impacted the reputation of the communities, leading them to be categorised as economically poor with high crime rates, resulting in stakeholders feeling alienated and some fearful. The results highlighted that the signage needs to be revitalised as a part of a wider placemaking strategy to rejuvenate local environments, perceived to be run down. This should support the ongoing evolution of these areas and engage community members to instal signage that is both influential and reflects an overall collective vision.
creator: Alexander Wootton
source: Design Due to the need to gain an in-depth understanding of the psychological, perceptual, and emotional impact signage has on residents in a community and factoring in the Covid-19 pandemic, a qualitative approach was adopted consisting of semi-structured interviews. This style of interviews was considered the most suitable method as they provide rich data on the participant’s thoughts which are not constrained by the bounds of tick box exercises or strict discussion guides. They enable researchers to “assess, confirm, validate, refute, or elaborate upon existing knowledge and the discovery of new knowledge” (Mcintosh & Morse, 2015, p. 1). This enables the discussion between the moderator and participant to flow more smoothly and naturally (Roulston et al., 2003) yet, a flexible guide at the moderators disposal keeps the conversation on topic. Interviews in the project were conducted using Microsoft Teams and telephone communication. The data was then assessed using Braun and Clarke’s (2006) six step thematic analysis. Braun & Clarke’s (2006) six-steps thematic analysis: Familiarisation: Getting to know the overall data collected through re-reads of transcripts. Coding: Reducing sentences and phrases into small fragments of meaning or “codes”. Generating themes: Identifying patterns among codes. Review themes: Assuring that the meanings identified are relevant to the representation of data collected (research objectives). Define themes: Refine themes developed by establishing their essence and significance. Analysing themes: Highlight the frequency of themes and meanings derived from qualitative data analysis. Generate conclusions agreed-upon by all researchers. Participants A sample of 24 participants was originally agreed, however, only 14 participants were interviewed for the project. Participants were either recruited by One Manchester or the lead researcher from areas across south, east and central Manchester. Participants were made up of the following: Eight …
publisher: Lancaster University
date: 15/09/2021
contributor: Joel Fox
rights: open
relation: Consultancy - Commercial report
format: Word doc
language: English
type: Data

Does Advertising Truly Represent the LGBTQ+ Community? An Analysis of Intersectionality and Consumer Responses to LGBTQ+ Advertising
subject: LGBTQ+ advertising, prosocial advertising, intersectionality, consumer attitudes
description: Depictions of sexual and gender minorities in advertising are becoming increasingly common and diverse. Yet, numerous intersections within these portrayals are still invisible. Previous research has found mixed results regarding consumer responses to LGBTQ+ identities in advertising. The current study aimed to obtain a further understanding into how a diverse range of consumers respond to heteronormative versus LGBTQ+ imagery in ads. This was assessed using semi-structured interviews to examine sexual and gender minority consumer (n = 13) and non-LGBTQ+ consumer (n = 6) reactions to three distinct IKEA ads. In addition to this, LGBTQ+ character depictions in 286 worldwide mainstream ads from 2016-2020 were analysed for measures of intersectionality across the dimensions of race, age and specific LGBTQ+ membership, extending the previous findings of Nölke (2018). Results indicated that non-LGBTQ+ participants showed similar responses and subsequent brand evaluation regardless of ad theme. Sexual and gender minority participants were found to show preference towards the ad featuring LGBTQ+ identities, though were often found to be sceptical of such portrayals. Intersectionality analysis uncovered that 47 out of a possible 96 intersections were completely invisible from 2016-2020, although representation of minorities within the community has increased substantially since the original findings. Results demonstrate the importance of character depictions in advertising, highlighting why intersectionality of such portrayals needs to increase in the future. Findings further denote how and why different consumers react to specific ad imagery, making recommendations to marketers regarding their inclusion of LGBTQ+ identities in advertising.
creator: Layton Edgington
source: Participants The sample consisted of 19 participants aged between 18-53 at their time of interview; Mage = 23.5 years, SDage = 7.6. Of this sample, 13 participants stated that they identified as LGBTQ+ (2 White lesbian females, 1 Mixed-Race lesbian female, 2 White gay males, 1 Asian gay male, 2 White bisexual females, 1 Black bisexual female, 1 Asian bisexual male, 1 White transgender female, 1 White transgender male and 1 White transgender non-binary individual). A further 6 participants stated that they did not identify as LGBTQ+ (3 White males and 3 White females). Participants were recruited in a purposive manner through social media sites such as Instagram and WhatsApp and comprised mainly of acquaintances of the researcher. A high proportion of LGBTQ+ participants were utilised in an effort to ensure intersectionality of responses, which has been shown to provide a strong methodological framework within which to investigate underrepresented groups (Rodriguez, 2018). Design The study consisted of two distinct elements; semi-structured interviews and a content analysis of existing global advertisements that feature LGBTQ+ characters from 2016-2020. Semi-structured interviews were the chosen method of qualitative data gathering, as the style allows for analysis according to the basis of grounded theory (Glaser & Strauss, 1967) and gives scope for probing questions to supplement the richness of answers given. The combination of quantitative (quantified content analysis) and qualitative research employed in the study through separate investigations was undertaken in attempt to provide a rigorous understanding of LGBTQ+ diversity in advertising and its effects upon observers. Interviews All participants individually took part in an in-depth semi-structured interview with the researcher over Microsoft Teams. Due to the inductive nature of the exploration, no independent and dependent variables were implemented. The research broadly assessed the following measures acr…
publisher: Lancaster University
date: September 2021
contributor: Yuxin Zhang
rights: Open
relation: Qualitative analysis has no relation. Content analysis extends the work of Nölke (2018)
format: Data/Excel.csv Text/Nvivo
language: English
type: Data and Text
coverage: LA1 4YF

Does Advertising Truly Represent the LGBTQ+ Community? An Analysis of Intersectionality and Consumer Responses to LGBTQ+ Advertising
subject: LGBTQ+ advertising, prosocial advertising, intersectionality, consumer attitudes
description: Depictions of sexual and gender minorities in advertising are becoming increasingly common and diverse. Yet, numerous intersections within these portrayals are still invisible. Previous research has found mixed results regarding consumer responses to LGBTQ+ identities in advertising. The current study aimed to obtain a further understanding into how a diverse range of consumers respond to heteronormative versus LGBTQ+ imagery in ads. This was assessed using semi-structured interviews to examine sexual and gender minority consumer (n = 13) and non-LGBTQ+ consumer (n = 6) reactions to three distinct IKEA ads. In addition to this, LGBTQ+ character depictions in 286 worldwide mainstream ads from 2016-2020 were analysed for measures of intersectionality across the dimensions of race, age and specific LGBTQ+ membership, extending the previous findings of Nölke (2018). Results indicated that non-LGBTQ+ participants showed similar responses and subsequent brand evaluation regardless of ad theme. Sexual and gender minority participants were found to show preference towards the ad featuring LGBTQ+ identities, though were often found to be sceptical of such portrayals. Intersectionality analysis uncovered that 47 out of a possible 96 intersections were completely invisible from 2016-2020, although representation of minorities within the community has increased substantially since the original findings. Results demonstrate the importance of character depictions in advertising, highlighting why intersectionality of such portrayals needs to increase in the future. Findings further denote how and why different consumers react to specific ad imagery, making recommendations to marketers regarding their inclusion of LGBTQ+ identities in advertising.
creator: Layton Edgington
source: Participants The sample consisted of 19 participants aged between 18-53 at their time of interview; Mage = 23.5 years, SDage = 7.6. Of this sample, 13 participants stated that they identified as LGBTQ+ (2 White lesbian females, 1 Mixed-Race lesbian female, 2 White gay males, 1 Asian gay male, 2 White bisexual females, 1 Black bisexual female, 1 Asian bisexual male, 1 White transgender female, 1 White transgender male and 1 White transgender non-binary individual). A further 6 participants stated that they did not identify as LGBTQ+ (3 White males and 3 White females). Participants were recruited in a purposive manner through social media sites such as Instagram and WhatsApp and comprised mainly of acquaintances of the researcher. A high proportion of LGBTQ+ participants were utilised in an effort to ensure intersectionality of responses, which has been shown to provide a strong methodological framework within which to investigate underrepresented groups (Rodriguez, 2018). Design The study consisted of two distinct elements; semi-structured interviews and a content analysis of existing global advertisements that feature LGBTQ+ characters from 2016-2020. Semi-structured interviews were the chosen method of qualitative data gathering, as the style allows for analysis according to the basis of grounded theory (Glaser & Strauss, 1967) and gives scope for probing questions to supplement the richness of answers given. The combination of quantitative (quantified content analysis) and qualitative research employed in the study through separate investigations was undertaken in attempt to provide a rigorous understanding of LGBTQ+ diversity in advertising and its effects upon observers. Interviews All participants individually took part in an in-depth semi-structured interview with the researcher over Microsoft Teams. Due to the inductive nature of the exploration, no independent and dependent variables were implemented. The research broadly assessed the following measures acr…
publisher: Lancaster University
date: September 2021
contributor: Laura Meek
rights: Open (Unless stated otherwise)
relation: None (Unless stated otherwise)
format: Data/Excel.csv Text/Nvivo
language: English
type: Data
coverage: LA1 4YF

Understanding the psychological, perceptual and emotional impact signage has on residents in a local community.
subject: signage, placemaking, community engagement, qualitative research, community reputation
description: The placement of signage, street furniture and advertisements can have a profound impact on the appearance of a built environment. They play a vital role in shaping the cultural, physical and social identities that impact the perceptions that residents and other stakeholders hold towards local communities, which in turn impacts on behaviours. Adopting a qualitative approach, this study will examine the impact of signage and other visual features that can contribute to the psychological, perceptual and emotional impact that these elements can have on residents in a local community. A number of semi-structured interviews were conducted amongst residents in One Manchester property areas, One Manchester place officers and residents near these areas. Participants were shown a variety of visual images of signage and were prompted to discuss their emotional response and thoughts, and propose suggestions to improve signage. A thematic analysis was conducted using the interview data and indicated the following four themes: signage design, reputation, community engagement and impact of signage. Reflecting upon these themes, the results suggested that existing signage was psychically ill-fitted and visually dull, lacking positive influential stimuli and evocative colours and that it lacked the authenticity and character needed to emotionally resonate with passers-by. This negatively impacted the reputation of the communities, leading them to be categorised as economically poor with high crime rates, resulting in stakeholders feeling alienated and some fearful. The results highlighted that the signage needs to be revitalised as a part of a wider placemaking strategy to rejuvenate local environments, perceived to be run down. This should support the ongoing evolution of these areas and engage community members to instal signage that is both influential and reflects an overall collective vision.
creator: Alexander Wootton
source: Design Due to the need to gain an in-depth understanding of the psychological, perceptual, and emotional impact signage has on residents in a community and factoring in the Covid-19 pandemic, a qualitative approach was adopted consisting of semi-structured interviews. This style of interviews was considered the most suitable method as they provide rich data on the participant’s thoughts which are not constrained by the bounds of tick box exercises or strict discussion guides. They enable researchers to “assess, confirm, validate, refute, or elaborate upon existing knowledge and the discovery of new knowledge” (Mcintosh & Morse, 2015, p. 1). This enables the discussion between the moderator and participant to flow more smoothly and naturally (Roulston et al., 2003) yet, a flexible guide at the moderators disposal keeps the conversation on topic. Interviews in the project were conducted using Microsoft Teams and telephone communication. The data was then assessed using Braun and Clarke’s (2006) six step thematic analysis. Braun & Clarke’s (2006) six-steps thematic analysis: Familiarisation: Getting to know the overall data collected through re-reads of transcripts. Coding: Reducing sentences and phrases into small fragments of meaning or “codes”. Generating themes: Identifying patterns among codes. Review themes: Assuring that the meanings identified are relevant to the representation of data collected (research objectives). Define themes: Refine themes developed by establishing their essence and significance. Analysing themes: Highlight the frequency of themes and meanings derived from qualitative data analysis. Generate conclusions agreed-upon by all researchers. Participants A sample of 24 participants was originally agreed, however, only 14 participants were interviewed for the project. Participants were either recruited by One Manchester or the lead researcher from areas across south, east and central Manchester. Participants were made up of the following: Eight …
publisher: Lancaster University
date: 2021
contributor: Reva Maria George
rights: Open
relation: Consultancy - Commercial report
format: Word doc.
language: English
type: Text
coverage: LA1 4YF

Does Advertising Truly Represent the LGBTQ+ Community? An Analysis of Intersectionality and Consumer Responses to LGBTQ+ Advertising
subject: LGBTQ+ advertising, prosocial advertising, intersectionality, consumer attitudes
description: Depictions of sexual and gender minorities in advertising are becoming increasingly common and diverse. Yet, numerous intersections within these portrayals are still invisible. Previous research has found mixed results regarding consumer responses to LGBTQ+ identities in advertising. The current study aimed to obtain a further understanding into how a diverse range of consumers respond to heteronormative versus LGBTQ+ imagery in ads. This was assessed using semi-structured interviews to examine sexual and gender minority consumer (n = 13) and non-LGBTQ+ consumer (n = 6) reactions to three distinct IKEA ads. In addition to this, LGBTQ+ character depictions in 286 worldwide mainstream ads from 2016-2020 were analysed for measures of intersectionality across the dimensions of race, age and specific LGBTQ+ membership, extending the previous findings of Nölke (2018). Results indicated that non-LGBTQ+ participants showed similar responses and subsequent brand evaluation regardless of ad theme. Sexual and gender minority participants were found to show preference towards the ad featuring LGBTQ+ identities, though were often found to be sceptical of such portrayals. Intersectionality analysis uncovered that 47 out of a possible 96 intersections were completely invisible from 2016-2020, although representation of minorities within the community has increased substantially since the original findings. Results demonstrate the importance of character depictions in advertising, highlighting why intersectionality of such portrayals needs to increase in the future. Findings further denote how and why different consumers react to specific ad imagery, making recommendations to marketers regarding their inclusion of LGBTQ+ identities in advertising.
creator: Layton Edgington
source: Participants The sample consisted of 19 participants aged between 18-53 at their time of interview; Mage = 23.5 years, SDage = 7.6. Of this sample, 13 participants stated that they identified as LGBTQ+ (2 White lesbian females, 1 Mixed-Race lesbian female, 2 White gay males, 1 Asian gay male, 2 White bisexual females, 1 Black bisexual female, 1 Asian bisexual male, 1 White transgender female, 1 White transgender male and 1 White transgender non-binary individual). A further 6 participants stated that they did not identify as LGBTQ+ (3 White males and 3 White females). Participants were recruited in a purposive manner through social media sites such as Instagram and WhatsApp and comprised mainly of acquaintances of the researcher. A high proportion of LGBTQ+ participants were utilised in an effort to ensure intersectionality of responses, which has been shown to provide a strong methodological framework within which to investigate underrepresented groups (Rodriguez, 2018). Design The study consisted of two distinct elements; semi-structured interviews and a content analysis of existing global advertisements that feature LGBTQ+ characters from 2016-2020. Semi-structured interviews were the chosen method of qualitative data gathering, as the style allows for analysis according to the basis of grounded theory (Glaser & Strauss, 1967) and gives scope for probing questions to supplement the richness of answers given. The combination of quantitative (quantified content analysis) and qualitative research employed in the study through separate investigations was undertaken in attempt to provide a rigorous understanding of LGBTQ+ diversity in advertising and its effects upon observers. Interviews All participants individually took part in an in-depth semi-structured interview with the researcher over Microsoft Teams. Due to the inductive nature of the exploration, no independent and dependent variables were implemented. The research broadly assessed the following measures acr…
publisher: Lancaster University
date: September 2021
contributor: Layton Edgington
rights: Open
relation: Qualitative analysis has no relation. Content analysis extends the work of Nölke (2018). Nölke, A. I. (2018). Making diversity conform? An intersectional, longitudinal analysis of LGBT-specific mainstream media advertisements. Journal of Homosexuality, 65(2), 224-255.
format: Data/Excel.csv Text/Nvivo
language: English
type: Data and text
coverage: LA1 4YF