title: Simplifying healthful choices: a qualitative study of a physical activity based nutrition label format.
abstract: BACKGROUND
  This study used focus groups to pilot and evaluate a new nutrition label format and refine the label design. Physical activity equivalent labels present calorie information in terms of the amount of physical activity that would be required to expend the calories in a specified food item.
  
  
  METHODS
  Three focus groups with a total of twenty participants discussed food choices and nutrition labeling. They provided information on comprehension, usability and acceptability of the label. A systematic coding process was used to apply descriptive codes to the data and to identify emerging themes and attitudes.
  
  
  RESULTS
  Participants in all three groups were able to comprehend the label format. Discussion about label format focused on issues including gender of the depicted figure, physical fitness of the figure, preference for walking or running labels, and preference for information in miles or minutes. Feedback from earlier focus groups was used to refine the labels in an iterative process.
  
  
  CONCLUSIONS
  In contrast to calorie labels, participants shown physical activity labels asked and answered, "How does this label apply to me?" This shift toward personalized understanding may indicate that physical activity labels offer an advantage over currently available nutrition labels.
authors.affiliation: Department of Obstetrics and Gynecology, Oregon Health and Science University, 3181 SW Sam Jackson Park Rd., L 466, Portland, OR 97239, USA. swartz@ohsu.edu
authors.forename: Jonas J
authors.initials: JJ
authors.lastname: Swartz
authors.forename: Sunaina
authors.initials: S
authors.lastname: Dowray
authors.forename: Danielle
authors.initials: D
authors.lastname: Braxton
authors.forename: Paul
authors.initials: P
authors.lastname: Mihas
authors.forename: Anthony J
authors.initials: AJ
authors.lastname: Viera
mesh_terms: D000328:Adult; D002755:Choice Behavior; D002149:Energy Intake; D005069:Evaluation Studies as Topic; D057140:Fast Foods; D005260:Female; D017144:Focus Groups; D005515:Food Labeling; D005518:Food Preferences; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008019:Life Style; D008297:Male; D008875:Middle Aged; D009043:Motor Activity; D010865:Pilot Projects; D012147:Restaurants; D012959:Socioeconomic Factors