Triangulation of formative data in an infant mortality prevention campaign

Background:

In Richmond, Virginia, there were from 2-4 times as many infant deaths among African-Americans as among whites between 2000-2004. A prevention communication campaign is a part of a large research center initiative to address this disparity. Campaign staff helped form a coalition of researchers and local service providers to coordinate efforts. Campaign evaluators collected several types of IRB-exempt formative data to identify a focal maternal behavior change for the campaign.

Method:

Key informant surveys were conducted with bench scientists and community partners. They rated 7 potential campaign foci for mortality burden, behavior change feasibility, and overlap with existing local efforts. Two scientific literature reviews were conducted, and local research colleagues shared preliminary analyses of data from infant death certificates in Richmond.

Results:

The highest rated maternal behavior change was smoking cessation. Literature reviews confirmed that smoking accounted for more variance in infant mortality than other maternal behaviors and identified determinants of smoking among high-risk African-American women and model anti-smoking programs. The anti-smoking focus was validated by death certificate data.

Discussion:

Agreement across data sources increased the confidence of campaign partners in early planning decisions which were congruent with national research and practice priorities. At coalition meetings for sharing data, partners identified directions and resources for further research and for the campaign. Coalition members learned about formative research and viewed this as a benefit of coalition participation.

Conclusion:

Readily gathered formative research can catalyze networking and data-sharing among researchers and service providers and guide infant mortality prevention efforts.