Developing the consumer interface for the MyPyramid Food Guidance System

Abstract

Objective: To assess consumer response to potential graphics, slogans, and messages for the consumer interface of the MyPyramid Food Guidance System.

Design: Qualitative research conducted in two phases, composed of focus groups and Web-TV testing.

Setting: Professional market research facilities in Baltimore, MD, and Chicago, IL, and Web-TV.

Participants: Phase 1,77 adults in 10 groups; Phase 2,407 adults via Web-TV.

Phenomenon of interest: Consumer response to potential graphic images, slogans, and messages for the Food Guidance System.

Analysis: A content analysis was used to summarize comments from focus groups and Web-TV tests into meaningful themes. Frequencies were calculated for responses.

Results: Respondents preferred the familiarity of the pyramid shape and found graphics and slogans that were personal, active, and positive to be appealing.

Conclusions and implications: The consumer interface for the MyPyramid Food Guidance System was shaped by consumer feedback that identified appealing and useful elements and avoided elements that were potentially confusing or less meaningful. Consumers preferred images and messages that were perceived as new, personal, and active, but they desired some continuity with the original Pyramid shape.