Turning Audience Research Into Communications That Keep Families Engaged in a Long-Term Child Development Study

A young child blows bubbles while two seated adults observe.

The Challenge

A child lies on the table of a medical imaging scanner while two adults position the child and equipment for the scan.

Longitudinal studies depend on families returning over time, even as schedules, responsibilities, and circumstances change. The nationwide HEALthy Brain and Child Development (HBCD) Study follows families for 10 years, with participants enrolled at one of 27 research sites across the country, to understand how early experiences shape brain and child development. Sustained participation is essential to that mission. As HBCD moved from recruitment to retention, the study needed communications that recognized real-life barriers and helped families feel valued, welcomed, and supported.

Our Solution

IQ Solutions conducted virtual focus groups with mothers who shared characteristics with study families. They reviewed retention messages and visual approaches. We used their feedback to refine messaging for HBCD participants, then incorporated it into study materials, including a series of retention videos filmed at the University of New Mexico study site. A Spanish version was produced simultaneously to engage Spanish-speaking and monolingual participants.

Returning after a break. An adult holds a baby while talking on a phone as an older child reaches toward the adult’s hair. Healthy Brain and Child Development (HBCD) logo appears at the bottom.

The Impact

The research now informs participant touchpoints across HBCD, including video, social content, newsletters, and retention materials. Nine short-form reels will extend the University of New Mexico footage across study communications. Together, these resources give 27 study sites research-informed tools to reinforce the value of participation and encourage families to stay connected.

 

More than 1,000 YouTube views in the first two months and 11 evergreen, research-informed video assets produced.

Explore Our Impact

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