Study One Method

Following approval by the Massey University Human Ethics Committee35

35 _{The project was approved by the Massey University Human Ethics Committee Southern B,} Application 06/47.

, 15 face-to- face, semi-structured interviews were conducted with parents who had at least one child between five and 12 years old in their care. As a primary goal of this research was to uncover the breadth of parents’ experience, a diverse sample was sought to build a rich database. Four community organisations in Palmerston North helped recruit

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participants: a netball club, a kōhanga reo (Māori immersion preschool), an organisation supporting solo parents, and a church-run adult education service. Contacts within the organisations distributed invitations to potential participants (see Appendix A1.1.1). Snowball sampling was used to invite participants and recruitment ceased when no new insights were forthcoming from successive interviews (Daly et al., 2007).

The interviews were conducted in April and May 2007 and lasted between 25 and 55 minutes each; respondents were offered $20 as a token of thanks. The first two interviews were used as pilots to test the discussion format and show cards; following these, minor refinements were made to the question wording and stimuli presentation. A structured protocol was used (see Appendix A1.1.2); the first section prompted

respondents to describe how they shopped for their families and began with a non- directive question (McCracken, 1988). Respondents described a regular supermarket trip, including what they perceived as most important and influential when making food choices. Planned prompts were used to ensure all respondents commented on the different factors that may influence their choice.

Respondents also examined a series of show cards featuring the five nutrition formats: the current NIP, Percent Daily Intake (PDI), Multiple Traffic Light (MTL), Wheel Traffic Light (Wheel), and a Combined Traffic Light with Percent Daily Intake

(Combined) (see Appendix A1.1.3). Each label was presented first as a blank example, then in context on a packet of Kellogg’s® _{Cornflakes, and finally with the nutrition}

profile of four unidentified36

Figure 13 children’s breakfast cereals of differing nutritional value, side-by-side to demonstrate how the labels would vary. The stimuli used were drawn from formats developed by the food industry or regulatory bodies (see , page 103; Figure 14, page 119; Figure 15, page 121). Respondents also discussed

consumption of food away from home and the general absence of nutrition information in those settings.

All interviews were audio recorded (with permission) and subsequently transcribed verbatim by the interviewer and two assistants, and checked by the interviewer for

36 _{The nutritional composition data came from four breakfast cereal products targeted to children -} Kellogg’s Cornflakes®_{, Kellogg’s Coco Pops}®_{, Hubbard’s Sling Shots}®_{, and Kellogg’s Froot Loops}® _- as marketed in New Zealand in early 2007.

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accuracy. Participants were given the opportunity to review and edit their transcript, but none opted to do so.

Each transcript was coded using thematic analysis. Although some researchers claim thematic analysis is a generic tool used across varying methodologies (see, for example, Boyatzis, 1998; Ryan & Bernard, 2000), others argue it is “...a method in its own right” (Braun & Clarke, 2006, p. 78). Following Braun and Clarke (2006), thematic analysis is used “...as a method for identifying, analysing and reporting patterns (themes) within data” (p. 79). As Braun and Clarke (2006) argue, thematic analysis enables researchers “...both to reflect reality and to unpick or unravel the surface of ‘reality’” (p. 81). This thematic analysis was undertaken within a realist framework, exploring participants’ accounts of their experiences, focussing on overt rather than latent themes, and using an inductive approach that was not driven by previous findings or theoretical

considerations. This approach was used because the work was exploratory. Each transcript was analysed and quotes illustrating unique categories within the interview protocol were coded. An iterative approach of re-reading the transcripts, refining codes, and re-coding was undertaken, following Green et al. (2007). During this process, the order in which themes were identified was also recorded to register the salience of the different factors affecting food purchase. The analysis is descriptive in nature, and is intended to inform future quantitative research rather than attempt to explain results with links to existing literature (Green et al., 2007).

6.2.1 Demographic Profile of Participants and their Families

Four men and 11 women were interviewed. Table 10 describes the demographic profile of interview participants. Four were solo parents (all female) while the remainder lived with a partner; 11 were of European descent (NZE or British), and four were New Zealand Māori (NZM, all female); six respondents were aged between 25 and 34, and the remainder were aged between 35 and 44 years. There was a mix of family sizes and children’s ages. Respondents’ education levels also varied, as did their annual

household incomes. Concern for choosing healthier alternatives was assessed by asking participants to identify which of five statements best represented their behaviour; all stated they sometimes or regularly chose healthier or more nutritious alternatives.

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Table 10 – Participants’ Demographic Information, Study One

Name * Age Gender Ethnicity Education † Partner _{at home income} H’hold _Ɨ Nutrition _{attitude ǂ children} Total Age _0-3 Age _4-6 Age _{7-9 10-12} Age Age ₁₃₊

Ann 35 Female NZE D Yes c -- 2 1 1

Beth 36 Female NZE -- Yes -- -- 2 1 1

Craig 35 Male NZE E Yes e 3 2 1 1

Diane 35 Female NZE D Yes c 4 2 1 1

Erin 29 Female NZM D Yes d 4 2 1 1

Frank 34 Male British D Yes d 4 2 1 1

Gary 37 Male NZE E Yes d 4 2 1 1

Heath 25 Male NZE C Yes d 3 1 1

Isabel 30 Female NZM D No c 4 1 1

Jane 26 Female NZM E Yes d 3 1 1

Kate 36 Female NZE B No b 4 2 1 1

Lily 39 Female NZM A Yes a 3 4 1 1 2

Nikki 38 Female NZE D No a 4 1 1

Olive 30 Female NZE A No b 4 2 1 1

Pam 44 Female NZE D Yes b 4 3 1 2

* Pseudonyms used NZE = New Zealand European -- Unanswered NZM = New Zealand Māori

† ≤ 3 years secondary school | B 4-5 years secondary school | C Trade qualification | D Certificate or Diploma | E Bachelor's Degree | F Postgraduate Degree

Ɨ a < $20,000 | b $20,001-$40,000 | c $40,001- $60,000 | d $60,001-$80,000 | e $80,001-$100,000 | f >$100,000

ǂ 1. I’m not at all concerned about the health or nutritional value of foods I choose | 2. I’m not usually concerned about the health or nutritional value of foods I choose | 3. I sometimes like to choose healthy or nutritious foods | 4. I regularly choose the healthy or nutritious alternative | 5. I always choose the healthy or nutritious alternative.

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Participants were asked to indicate their highest level of education and annual household income before tax; both from a selection of six categories on the last show card (see Appendix A1.1.3). Educational attainment ranged from three years or less of secondary school, through trade qualifications to postgraduate degrees, and annual household pre- tax incomes ranged from less than $20,000 to between $80,000 and $100,000.

Participants used five behavioural statements to indicate their concern for choosing nutritious foods, adapted from earlier research for FSANZ (2003a, Appendix B).