The COVID-19 pandemic sent shockwaves across the globe affecting all pockets of society internationally and made the need for representation of the population in vaccine research more visible than ever. A top 10 pharmaceutical company approached COUCH Health to gather insight from underserved populations in the UK to understand their views and/or hesitations relating to vaccine studies. The objective was to gather at least 5,000 responses within 4 weeks in a culturally safe manner.
Having to deliver a very specific, non-digital-native target under a strict timeline, meant digital outreach out of the question. So, we had to find an outside-of-the-box research method.
Instead of asking participants to come to us, we decided to reach out into existing community spaces instead. Our first step was to form an advisory board consisting of community leaders who could guide us on the best ways to reach our target populations and advise on how to share information in a culturally safe manner.
In only 3 days, we managed to hold a community advisory board with community leaders from the most diversely populated UK regions, such as:
The purpose of the advisory board was to co-create a survey to ensure:
The group also advised us on the best approaches to dissemination of the survey amongst their communities.
After the survey was created and validated by the advisory board, we also co-created communication materials with them that explained the importance of the survey’s output to the targeted populations. We then invited community leaders to circulate the materials, translated into 4 key languages, among religious and health communities across UK.