ChaMPs - Research and insight

ChaMPs Public Health Network and PCTs across Merseyside and Cheshire commissioned Corporate Culture to deliver social marketing insights on harmful and hazardous drinkers in the region.

Our in-depth qualitative research programme included 1-to-1 depth interviews using projective techniques, drink diaries and ethnographic sessions in pubs among landlords and drinkers from a range of audience groups.

The initial ChaMPs project focusing on males aged 35-54 from the “Ties of Community” MOSAIC group was extended by 3 PCTs to provide further local insights. Knowsley focused on the most deprived males and females within the “Municipal Dependency” group; Sefton focused on men and women from the more affluent “Symbols of Success” group; Warrington focused on 35- to 55-year-old women with poor mental health, drinking to very harmful levels.

All in all, over 120 extended depth interviews were conducted providing a wealth of rich insight. Core recommendations have been implemented by ChaMPs through a pilot intervention in pubs in Cheshire.

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