Developing the consumer interface for the MyPyramid Food Guidance System.
OBJECTIVE
To assess consumer response to potential graphics, slogans, and messages for the consumer interface of the MyPyramid Food Guidance System.


METHODS
Qualitative research conducted in two phases, composed of focus groups and Web-TV testing.


METHODS
Professional market research facilities in Baltimore, MD, and Chicago, IL, and Web-TV.


METHODS
Phase 1,77 adults in 10 groups; Phase 2,407 adults via Web-TV.


METHODS
Consumer response to potential graphic images, slogans, and messages for the Food Guidance System.


METHODS
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
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.
Haven
Jackie
J
USDA Center for Nutrition Policy and Promotion, Alexandria, VA 22302, USA. Jackie.Haven@cnpp.usda.gov
Burns
Adam
A
Britten
Patricia
P
Davis
Carole
C
D000328:Adult; D001296:Audiovisual Aids; D005260:Female; D017144:Focus Groups; D006266:Health Education / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006801:Humans; D020407:Internet; D008297:Male; D018673:Nutrition Policy; D052756:Nutritional Sciences / Q000193:education*