Shaping Surveys, Shaping Health: The Influence of Health Communications on Survey Development and Implementation

Health communication is not just about delivering health information or creating compelling marketing campaigns—it plays a critical role in designing and executing public health research, specifically when it comes to surveys. Surveys are integral tools in our field, utilized to collect crucial data that inform public health initiatives, track epidemiological trends, and evaluate the effectiveness of interventions. But to ensure our surveys are effective, understandable, and inclusive, we must harness the principles of health communication.

The Foundation: Clear Communication

The quality of a survey depends significantly on its clarity. A good survey communicates its purpose, instructions, and questions in a manner that's easily understood by its intended audience. Therefore, clear and concise language—free of technical jargon or convoluted syntax—is paramount.

For instance, asking respondents about their 'consumption of nicotine-based products' might lead to confusion. Instead, being more explicit and using familiar language—such as 'How often do you smoke cigarettes or use other tobacco products?'—can help ensure the clarity of the question and the accuracy of the response.

Inclusivity: The Heart of the Matter

Health communication encourages inclusivity, and surveys should be no different. Culturally sensitive and linguistically appropriate questions are critical for obtaining valid and comprehensive data, particularly from diverse communities. If we ignore this principle, we risk alienating certain populations, leading to underrepresentation and potential bias in our findings.

For instance, survey questions related to gender should move beyond the binary options of 'man' or 'woman' to include 'non-binary,' 'prefer not to say,' and an open option for individuals to self-describe. This inclusive approach fosters respect, ensures broader participation, and gathers more comprehensive data.

Side note. Often in research, we find two components frequently examined: gender identity and sex assigned at birth. Gender identity is one's internal understanding of who they are, and how they identify in terms of gender—this can align with traditional labels, be outside of these norms, or not include a label at all. Sex assigned at birth, on the other hand, is the categorization made when an individual is born, typically decided by a doctor or the newborn's family. It's noteworthy that terms like "natal sex" or "biological sex" are sometimes incorrectly used to describe this. When designing surveys, asking about sex assigned at birth becomes crucial, especially in inclusively identifying and including transgender participants. These are individuals whose gender identity does not coincide with the sex category assigned to them when they were born. Here's a great resource to reference when measuring sexual orientation and gender identity.

Feedback: A Two-Way Street

Feedback is a core component of communication and should be integrated into the survey process. Pre-testing surveys with a small representative group from the intended population can provide valuable insights about the survey's comprehension, length, and relevance. These insights can guide modifications to enhance the survey's effectiveness before wider implementation.

Action-Oriented: Translating Data to Decisions

Surveys are not just about data collection—they're tools for change. The data gathered should lead to action, informing evidence-based decisions and strategies. Thus, the questions we ask should align with our objectives and provide actionable insights.

Suppose we're evaluating a smoking cessation program. In that case, we might ask about participants' satisfaction, perceived effectiveness, and suggestions for improvement. This data can guide program enhancements and contribute to better health outcomes.

In Conclusion: A World Beyond Numbers

Health communication is a fundamental aspect of public health practice, even in spaces that might initially seem disconnected, like survey design and implementation. When we infuse health communication principles into our surveys, we not only improve the quality of our data, but we also uphold our commitment to respect, inclusivity, and equity. After all, in public health, it's not just about the numbers—it's about the people behind those numbers. Together, let's continue to create surveys that truly serve our communities and advance health for all.