Methodology

In 2008 and 2010, the Edelman Health Barometer examined the global public’s opinions about health, what drives health-related behavior and how business stands to benefit from the unique role it is expected to play in advancing health.

The Health Barometer 2011, is a more extensive examination of health-related opinions and behavior. The survey explores the specific factors that motivate individuals to make and sustain changes to their behavior in the context of health behavior change. It also advances Edelman’s examination of health as fundamental to a company’s license to operate and, ultimately, its prosperity.

More specifically, we uncovered:

What people across demographics, psychographics and geographies believe that being healthy means, and what barriers prevent people from living healthy lives.
How to influence and inspire health behavior change and health advocacy in ways that are achievable and sustainable.
The systemic role of the individual, family, community, public and private sector organizations, and government in influencing overall health.
The opportunity and imperative for business to help improve health in order to maximize value to society and be relevant and prosperous.
The technology, digital platforms and social media embassies people interact with to make health decisions and influence health behavior.

In order to ensure a global sample that is statistically representative of the general population, approximately 1,000 adults were surveyed online in each of seven countries (Canada, France, Germany, Italy, Japan, the UK and Russia); approximately 5,000 respondents were surveyed online in the US; approximately 1,000 were surveyed face-to-face in India and China; and approximately 500 were surveyed face-to-face in Brazil and Mexico. In the global total, the US sample size is weighted down to 1,000 respondents to represent an equivalent portion of the total sample size of the other countries. The study also explored a number of demographic and psychographic factors, including disease status, information consumption, and technology use.