Eliciting perspectives of the key study population: An effective strategy to inform advertisement, content and usability of an online survey for a national investigation

This short communication demonstrates how conducting a focus group with members of a proposed study population of interest can help inform the suitability of study interventions and appeal of recruitment strategies prior to study commencement. People living with HIV (PLWH) were recruited to participate in a focus group to elicit feedback on the content and design of an online survey on sweetener knowledge and consumption; and usability of the survey which was ultimately launched nationally. Ten participants (age 55 years, 60% male, 70% non-Caucasian, 60% income < $25,000) attended and rotated through three stations and completed questionnaires to evaluate survey content, advertisement imagery and taglines, and ability to access and navigate the survey platform. Participants also engaged in open dialogue to discuss potential community and web-based recruitment strategies familiar to PLWH. Findings from the focus group helped investigators identify and select advertisement and recruitment strategies that were appealing to PLWH, refine and improve clarity/layout of the survey content, and enhance usability of an online survey intended for PLWH in the United States, age 18 years and older. Prospectively engaging individuals from a key study population in the early phase of study development is an effective strategy to assist in the development of study interventions and recruitment/advertisement materials designed for a specific population.