Dissertation

WHAT IS THE RANGE OF CAUSES FOR
DISENGAGEMENT FROM PHYSICAL ACTIVITY
IN THE UK AND HOW CAN THEY BE
ADDRESSED THROUGH DESIGN-LEAD
APPROACH TO PROVISION OF INFORMATION
ONLINE
(9278 words)
By Irakli Bibileishvili
Submitted to Regent’s University London on 11 April 2014
Global Business and Design Management
DIS6A1

Abstract: 3
Chapter 1: 4
1.1 Introduction 4
Chapter 2: 7
2.1 Literature Review 7
Chapter 3: 15
3.1 Process of Research 15
3.2 Quantitative Research 16
3.3 Qualitative Research 17
3.4 Data collection tools and methods 18
3.4.1 Focus groups 18
3.4.2 Interviews 18
3.4.3 Questionnaires 19
3.5 Preliminary ideas for data analysis 20
3.6 Statistical Validity 21
3.7 Ethical Issues 21
Chapter 4: 22
4.1 Research Findings 22
4.1.1 General Demographics 22
4.1.2 Perceptions of Health 24
Chapter 5: 39
5.1 Conclusions 39
5.2 Clear and simple design 43
5.3 Locally relevant information for users 44
5.4 Ability to interact with the website and other users 45
5.5 Ability to upload and access UGC 46
5.6 Self-measurement tools for weight, BMI, ﬁtness level 47
5.7 Trusted sources of information on the beneﬁts of exercise 48
Chapter 6: 49
6.1 Recommendations 49
Bibliography 52
Appendices: 56
Appendix A: Interview Questions 56
TABLE OF CONTENTS

What is the range of causes for disengagement from physical activity in the UK and how can they be addressed through design-lead approach to provision of information online
Abstract:
According to the World Health Organisation (2013), the level of worldwide obesity
has nearly doubled in the past 35 years . It is the purpose of this investigation to
provide a range of answers and policy measures to address the question: “what is
the range of causes for disengagement from physical activity and how can they be
addressed through a design-led approach to provision of information online”. A
review of literature around the subject will be undertaken with critical examination
of existing conceptual definitions. This will be presented along with primary
research data from a self administrated questionnaire examining the motivations and
exercise consumption profiles of UK adults. Additionally we seek to benchmark
perception of existing online information resources for health and fitness, with a
view to identifying factors which should underpin a design-led approach.
Irakli Bibileishvili S00403692 !3

Chapter 1:
1.1 Introduction
The following paper seeks to examine the relationship between and effect of a
design-led approach to promote ﬁtness popularity with a view to combating obesity
globally.
Globally the level of obesity in upper middle income countries, and increasingly in
developing countries is rapidly increasing (WHO, 2012). According to the World
Health Organisation (2013), the level of worldwide obesity has nearly doubled in the
past 35 years meaning that nearly a quarter of the world’s population is now
considered overweight or obese.
In and of itself it is possible to view this problem as an externality which is best
addressed by the individual. However, obesity carries with it a number of public
health policy concerns and costs, and requires a holistic approach to prevent and
ameliorate (WHO, 2013). Physical activity including sports and exercise have been
demonstrated to decrease levels of obesity and increase overall levels of health and
therefore should be part of any public policy solution (WHO, 2012).
It is the purpose of this investigation to provide a range of answers and policy
measures to address the question: “what is the range of causes for disengagement
from physical activity in the UK and how can they be addressed through a design-
led approach to provision of information online”.

In order to increase the effectiveness of the research investigation, we will narrow
the scope of inquiry to focus on adults in developed and middle income countries
with a particular focus on individuals within the UK. As such, the investigation has
a number of sub-objectives:
• What are self-perceptions of UK individuals’ health and motivations for
exercise?
• What is the level of consumption and interaction with existing information
provision online?
• How can a design-led approach manipulate the motivational factors to
increase levels of exercise activity?
A review of literature around the subject will be undertaken with critical
examination of existing conceptual definitions. This will be presented along with
primary research data from a self-administrated questionnaire examining the
motivations and exercise consumption profiles of UK adults.
Chapter 2 will further outline the findings of the literature review and seek to
critically examine consensus within the literature around three areas:
• Definition of the obesity problem globally and in the UK
• An unpacking of “design-led” and its application in both a commercial and
public policy context
• Case studies of successful interventions and observations of public policy
initiatives which aim to increase the level of physical activity
Chapter 3 outlines the methodology rationale for undertaking a self-administered
questionnaire to gauge perception data from the target respondent pool.

Chapter 4 presents the data and findings of the primary research, seeking to segment
cohorts of the respondent pool by exercise and motivational profile. In doing so we
seek to analysis trends and significant factors which can both positively and
negatively influence the take up of physical activity? Additionally we seek to
benchmark perception of existing online information resources for health and fitness,
with a view to identifying factors which should underpin a design-led approach.
Lastly, Chapter 5 seeks to synthesise the findings from the literature review
alongside those of the primary research in order to draw conclusions and
recommendation on how an online information platform could draw on a design-led
approach to increase levels of physical activity to combat obesity.

Chapter 2:
2.1 Literature Review
A large volume of academic, government and NGO published literature has been
devoted to the subject of identifying obesity trends and tackling them within a
diverse range of communities internationally (Katzmarzyk et al, 2011, World Health
Organisation, 2012). A similarly broad degree of research has been devoted to
linking physical fitness initiatives to obesity prevention and remedying the social
externality (Sjöström et al., 2006; Biernat & Tomaszewski, 2011).
It is the purpose of this literature review to identify conceptual definitions of obesity
within the available literature and to examine trends and data which illustrate what
has been characterised as a “growing obesity epidemic” (BMA,2012). The review
will also examine conceptual definitions of what constitutes a “design led approach”
within the literature, with a view to identifying essential characteristics
underpinning this approach and allowing us to extrapolate them to compare against
real life examples later in the dissertation. An examination of fitness activities
specifically targeted at public health improvement, with a focus on obesity, will also
be undertaken.
Globally, the rate of obesity has nearly doubled since 1980, with around 500 million
adults classed as “obese” in 2008 (WHO, 2013). The notion of obesity is
conceptualised within the literature as “abnormal or excessive fat accumulation that
may impair health” (WHO, 2013). The generally accepted measure is body mass
index (BMI) (BMA, 2012), with a BMI in excess of 25 considered overweight and that
over 30 considered obese (WHO, 2013).

When examining the BMI levels of the general global population, this equates to 35%
of adults who are considered medically overweight and around a third of those
(11%) considered clinically obese (WHO, 2013). Obesity levels in children under 5
reached record highs in 2011, with 40 million children in the age bracket considered
overweight (WHO, 2013). This figure increases when children aged under 18 are
considered, with an estimated 170 million within this age bracket considered obese
globally, with the highest prevalence in upper-middle income countries (WHO,
2012).
Translating these figures to the UK, it is possible to illustrate how the country
broadly mirrors international trends within upper middle income countries, posing
it with one of the “biggest public health crises” it has faced (Academy of Medical
Royal Colleges, 2013). Nearly 30% of the adult population are obese (Occupational
Health, 2003) with some 40% predicted to be clinically obese within a generation
(Occupational Health, 2003). This naturally puts a strain on public service
resources, with the number of in-patient visits to British hospitals where the primary
diagnosis was attributed to obesity increasing year on year (Occupational Health,
2013) and, worryingly, tripling in the space of five years (2006/7 – 2012/13,
Occupational Health, 2013).

The determinants of obesity are complex and varied and draw on a number of
physiological environmental and societal factors (WHO, 2012). Diet and food
advertising/ marketing have been identified as significant factors, alongside
educational levels, particularly those of parents with overweight or obese children
(WHO, 2012). Additionally environmental factors have a strong role to play, with the
level of sedentary lifestyles and access to exercise facilities earmarked as important
contributory factors to physical health (WHO, 2012). In upper middle income
countries (EU, North America, Australia etc) the income of individuals is also a
significant determinant factor in access to exercise and consequently obesity levels
(Silva et al, 2012). One explanation for this is the associated lower educational levels
and access to information on healthy diets and lifestyles associated with this income
bracket (Criters et al, 2012). However even income alone was suggested by a 2006
study from the Center for Disease Control to be a factor in determining levels of
obesity due to lack of affordability of a healthy diet and access to exercise facilities
(Crites et al, 2012).
Indeed there has been some research focused on the behavioural and motivational
barriers to access to physical activity in low income households (Comber et al, 2011;
Whitt-Glover et al, 2009). However there are a number of factors which create
barriers for low income households to exercise (Silva et al, 2012). These can range
from access to childcare and the cultural understanding of the importance of
physical activity given this differs between different ethnic cohorts within the
population (Silva et al, 2012). Structural problems directly related to income,
including the lack of convenient and low cost or public exercise facilities are also
significant (Silva, 2012). Facilitating lifestyle changes with individuals from low
income households is complicated and problematic, due to endemic health
problems, which require a broader approach, and educational differences which
require a high degree of investment in information transfer (Silva, 2012).

The conceptualisation of what it means to be design led has received broad
treatment in the literature (Bason, 2013; Ward et al, 2009; Beverland et al, 2007).
There are a number of characteristics which can be identified and singled out to
enable a conceptual definition.
There is some degree of consensus within the literature about the principles of
ethnography underpinning a design led approach (Bason, 2013; WHO, 2012).
Ethnography is an approach which seeks to identify and understand the motivations
and behavioural influences which determine the way individuals react, or do not
react, to public policy stimuli and activities from businesses and brands (Bason,
2013). Indeed, in the UK, the Government has established a Behavioural Insights
Team to better examine and understand this phenomenon.
The philosophy defining a design-led approach is that the iterative process and skills
employed by designers in the creation of products can be applied and executed to
better design organsiations and services themselves (Ward, 2009). At its root, it is an
approach which analyses the way individuals interact with their social, economic
and physical environment, and how these might be better designed or adapted to
better fit the needs and uses of their end consumers (Bason, 2013). Its essence is user
or citizen centric, and it is underpinned by design techniques from inception through
the delivery (Ward et al, 2009). An ethnographic approach seeks to establish a focus,
utilising all available information about the problem identified within the target
community to guide the programme design (WHO, 2012).
Adopting this approach also feeds back into the management and design process;
human centred design incentivises businesses and organisations to take a broader
and more collaborative approach to the creation process, meaning key stakeholders
are consulted throughout (Bason, 2013). In public policy terms, this translates as a
departure from traditional command and control hierarchical design processes with
a much greater focus on end user.

A design-led approach is constantly innovative, seeking to understand and meet
changing demand (Ward et al, 2009). In a study of firms who had a design led
approach at their core, 83% of such firms were found to have successfully launched a
new product within the past three years and given their increased level of
investment in design, were more commercially successful (Ward et al, 2009). A
design-led approach thus reaps business rewards.
In application, a design-led approach would seek to apply a holistic view vision of
the execution process from gestation tthrough to delivery of the product or service,
whether that be the design of communication information or the structure and
interactivity of a website or point of sale (Ward et al, 2009). Visualisation, colour,
form, ease of use and interaction processes are important components which cannot
be ignored in an ethnographically guided design-led approach underpinning
physical fitness websites (Beverland et al, 2007).
This we can identify several characteristics which underpin a design-led approach.
• Design underpinned by ethnography (Beverland et al, 2007; Ward et al, 2009)
• Richly textured and appealing interface design (Ward et al, 2009)
• Design as a physical manifestation of the brand (Beverland, 2007)
• Reinforcement of brand image or public policy objectives at each stage of the
design process and use interface (Beverland et al, 2007)
• Appreciation and understanding of emerging consumer trends (Bason, 2013;
Beverland et al, 2007)
There is a voluminous amount of literature devoted to providing and analysing case
studies of public policy and commercial interventions to increase the uptake and
level of physical activity with obese individuals or “exercise-shy” groups (Silva et al,
2012; Smith, 2011; Kreimer, 2013). We will critically evaluate several below.

Silva et al (2012) examined the establishment of free exercise facilities for low income
groups in the United States through a partnership of community health centres and
the YMCA. Adults who were vulnerable to obesity were identified and encouraged
to exercise (Silva et al, 2012). The provision of a cost free service increased exercise
rates amongst the target group, however the introduction of a small membership fee
reduced attendance rates (Silva et al, 2012). Indeed, the introduction of the fee
reduced older and female participation in the programme, with the majority of
participants being made up of young, relatively healthy males (Silva et al, 2012).
This supports the challenges identified in the literature that income and cost are
factors in discouraging fitness activity in vulnerable groups. A design-led approach
would, therefore, take these challenges into consideration.
Smith (2011) identified relevant demographic factors in the use of fitness activity
facilities on college campuses in the United States. Mirroring some of the findings of
Silva et al.’s (2012) study, it was found that those most likely to exercise were those
with the least health problems: male, Caucasian, non-smokers with no perceived
health concerns (Smith, 2011). Indeed, the factors rated most important to fitness
facility use were weight loss and to some degree cosmetic. Conversely, the factors
which prevented vulnerable groups, or occasional users from higher levels of use
were time, convenience and income related (Smith, 2011). Access and convenience
have been recognised as important factors in other studies, most notably the
National Aboriginal Health Organization’s (2011, p. 42) findings on the placement of
fitness centres relative to communities.

In children, interactive activities which engage their creative faculties have been
proved to be effective (Kreimer, 2013). Puppet shows in hospitals and health
networks, childcare agencies and schools have been employed to impress upon
young children the importance of eating fruit and vegetables, and reinforced by
children watching their parents consume the target foods (Kreimer, 2013). This in
essence is a design-led approach based on the ethnography of young children’s
interaction with information and food.
Kinet (2013) examined the take up of swimming activity internationally and with a
focus on Polish consumers. Gender, income, health profile and age were all found to
be significant factors in the take up of physical activity. Indeed those with lower
income, older age, higher BMI scores and women were found to be less likely to
engage in swimming activities, even when cost was removed as a factor, than other
cohorts in the population (Kinet, 2013). These results were mirrored with Canadians
(Ifedi, 2008) and Swedes (Hagströmer et al., 2006). Educational level was also found
to be a contributory factor, with consumers with higher educational levels more than
eight times more likely to engage in this physical activity than those with a
vocational education (Kinet, 2013). A design-led approach would take these factors
into consideration when marketing swimming activities by population segment.
The UK Government, working with the food and drink industry, instituted a
programme aimed at encouraging more active lifestyles and healthier eating habits:
Cahnge4Life (Timmins et al, 2008). The programme has sought, with some success,
to target vulnerable and at risk (of obesity) groups within the population through a
range of advertising and information communication, backed up with £200 million
in kind investment from industry. (Timmins et al, 2008) In using TV as its central
communications medium, supported by at-point information distribution, the
campaign has sought to mirror the information consumption habits of its target
audience which, to some extent, reflects a design-led approach.

Many of these approaches are underlined by cooperation between different agencies,
which is a determinant factor in the success of any initiative (Katzmarzyk et al, 2011).
They reflect the fact that the fitness of individuals is determined by a variety of
factors including environmental, personal and structural (Katzmarzyk et al, 2011).
Indeed, for a design-led approach to be successful in meeting its objective to reduce
obesity rates through physical activity, it should encourage at least 60 minutes of
moderate to vigorous physical activity daily (WHO, 2012) through a range of sports,
games and physical education. Communicating information to adults on the benefit
of physical activity is also critical (WHO, 2012) and should be supported through
primary, secondary and tertiary learning structures (Katzmarzyk et al, 2011).
There is a substantial body of research into the area of design management, covering
its processes and effectiveness in contributing to success. Best (2006) identifies three
design management stages – first, the idea is conceived and various design
opportunities are explored; the next stage is building a design strategy and which is
concerned with long-term growth and creating brand recognition; the third stage is
where the design is delivered and not only that, it must be maintained (evolving
when necessary). Similarly, Bevan (2009) states the importance of ensuring that web
developers have the necessary skills and understanding of the in-house design style
to maintain a successful website. Many theorists acknowledge that design provides
competitive advantage, particularly when what you offer is not necessarily unique.
Lojacono and Zaccai (2004) suggest that best design management practices deal with
technical, financial, operational and emotional aspects along with aesthetics to create
something new for customers. Likewise, Sebastien (2005) recognizes that the
uniqueness of the design is paramount and this can be achieved through “state-of-
the-art” design management. By this he refers to the management of the product or
service, the design process and the organisation itself. It is at the intersection of these
fields (management and design) that a successful product or service is created and
maintained. 

Chapter 3:
3.1 Process of Research
A number of case studies described in the literature deploying a mixture of primary
and secondary research will be used to investigate the issue. There are a number of
factors which this paper seeks to investigate, including:
• Perceptions and self-measurement of health
• Motivations and barriers to exercise
• Engagement with online sources of health and ﬁtness information
• Interactivity and satisfaction levels with the level and method of online
information presentation and communication
These factors will require both quantitative and qualitative methods to be employed
in order to ensure a comprehensive and meaningful analysis.

3.2 Quantitative Research
A quantitative research method examines data in “quantitative form” which
furnishes the investigation with a methodology to “rigorously” (New Age
Publishers) analyse data including but not restricted to demographic data, usage
data and reported health data. A quantitative method allows for the cross analysis of
aforementioned data which provides the investigation with a richer level of analysis.
It will also allow the investigation a linear comparison of data over time and the
benchmarking of data.
The author has elected not to employ an inferential approach (New Age Publishers)
given the investigation does not need to infer relationships, merely to make
observations about the nature and relationship between them. Similarly a decision
has been made to exclude simulation quantitative research given resource and time
constraints on the author to undertake simulations.

3.3 Qualitative Research
The investigation will need to identify, collect and analyse qualitative behaviour, that
is to say self analysis of health condition, attitudes towards physical ﬁtness and
perceptions towards existing facilities and schemes. It is thus appropriate that a
quantitative methodology should be adopted for data collection and analysis in this
investigation.
A quantitative approach allows the investigation to provide responses to the “who,
how, what, where, why” questions (Yin, 2009).
One of the central objectives of the investigation is to analyse the experience and
perception of how individuals interact with and use information on ﬁtness and
exercise activity. A research methodology which allows us to capture data and
information on consumer behaviour, therefore, is preferred.
Given the investigation requires the capture and analysis of both quantitative and
qualitative data, it is the opinion of the author that a methodological framework
which employs a hybrid of both approaches is appropriate to capture both consumer
behaviour and perceptions data in addition to “hard” demographic and usage data.

3.4 Data collection tools and methods
In considering the most appropriate and efficient data collection approach for the
investigation, an appraisal of a number of methodologies have to be analysed,
including focus groups, face to face interviews and questionnaires.
3.4.1 Focus groups
Focus groups are an appropriate methodology to further explore and deepen
analysis of consumer perceptions. The approach allows for more in-depth
questioning and the exploration of concepts resulting from qualitative data gathered.
However, there are a number of drawbacks, not least that discussions are difficult to
replicate between focus groups and there is a tendency for domination of discussion
and prevailing opinion by one or several participants (Yin, 2009). However, the
principal reason for not adopting a focus group approach is the time and resource
constraints of the investigation, in addition to the lack of scalability, which is
necessary to ensure predicative validity of the findings.
3.4.2 Interviews
Similar to focus groups, face to face or telephone interviews allow for the deeper
exploration of thematic concepts and topics identified from initial qualitative
analysis. However the scalability of interviews is somewhat more restricted than
that of focus groups given the time expenditure needed to ensure the same level of
participation. An interview approach would allow the rigorous collection of
qualitative data (Wood & Ross-Kerr, 2001), however would require supplementation
with another approach to allow for the proper and efficient capture of quantitative
data.

3.4.3 Questionnaires
The use of a questionnaire approach would provide the investigation with a
methodology which allows for greater consistency in capture and comparison.
Questionnaires allow for the efﬁcient capture of quantitative and qualitative data
and have ﬂexibility to allow for the expression of perception data. Given a level of
consistency and uniformity is necessary “response coding favours
questionnaires” (Schwab, 1999).
It is the view of this paper that, given the high volume and breadth of demographics
represented in our target respondent pool a self-administered questionnaire, given
its scalability, is a preferable valid research methodology, which would allow the
investigation to capture both the quantitative and the qualitative data needed to
analyse consumer behaviour, preferences and exercise habits. 

3.5 Preliminary ideas for data analysis
The investigation will employ a self-administered online questionnaire for data
capture. This will allow for an appropriate level of scalability and will avoid
potential interviewer bias, given the absence of an interviews.
The collection of perception data will allow the investigation to:
• Explore the nuances of customer expectations with regards to current and
potential future online health and lifestyle information resources, which will
allow the investigation to better observe market and consumer trends
The collection of fitness engagement and demographic data will allow the
investigation to:
• Create a snapshot of existing and potential users of an online information
platform
• Analyse how factors including income profile and age affect exercise patterns,
decisions and behaviour
• Cross reference against perception data to inform better segmentation of
individuals with regards to their exercise profile
Following the collection of this information, data will be codified against emergent
thematic topics. The codification of data allows for the cross-comparison and
benchmarking necessary to analyse findings. The data gathered will be employed to
articulate observations on:
Customer expectations of online information resources
• Perceptions of the availability and quality of extant online sources of
information, and customer experience
• Factors influencing exercise decisions, which can be manipulated to increase
exercise levels  

3.6 Statistical Validity
In order for the research findings to have meaningful statistical validity the
investigation seeks to reach a target respondent pool of 100 individuals. The criteria
we have established for statistical validity stipulate that the respondent pool should
be comprised of:
• Gender balance which reflects the overall UK population
• Income distribution which reflects that of the general UK population
• Adult age distribution reflective of the general UK population
• Exercise and health profile reflective of the general UK population
3.7 Ethical Issues
We do not foresee any ethical issues arising from the administering of an online
questionnaire. Respondents will be informed that responses are anonymised and
that data will be treat in accordance with relevant data protection regulations.
There is a low level issue with regards to individuals within the older age cohort
(60+) and their access to online resources, however given the level penetration of in-
home internet access within this cohort, we do not foresee this to be a major issue.

Chapter 4:
4.1 Research Findings
In total 100 responses were received from the research which was carried out online
through Survey Monkey. The validity of one respondent per completed
questionnaire is supported through Survey Monkey’s IP recognition system. …
4.1.1 General Demographics
Generally speaking the gender
division of the respondent pool
reflected the general population
with 47% male and 53% female
respondents.
The age profile of respondents
was broadly split across the 18-70
years range, with the vast
majority of respondents (86%)
aged between 25 – 60 years old.
People under the age of 18 were
excluded given the different
challenges of access to fitness centres due to not being an adult. Respondents of
pensionable age were underrepresented in the respondent’s pool. This has been
attributed to the use of social media as a communication means for the
questionnaire, which could have potentially excluded certain age cohorts based on
their familiarity with and access to online services.
Male
Female
Don’t
iden/fy
Other
70+
60-‐70
46-‐60
36-‐45
25-‐35
18-‐24
0 10 20 30 40

The majority of respondents’ salaries were between £15,000 - £35,000 (65%), which is
believed to reflect the average salary profile of a British family. Around 20% of
respondents earned less than £15,000 annually which, in addition to those in receipt
of benefits or unemployed (3%) we can consider as facing some degree of financial
difficulty. We will assume for the purposes of analysis that this 23% are “lower
income”, and will examine whether their income status has an impact on their
engagement with physical activity.
Overall we are confident the respondent pool reflects the general demographic
profile on the basis of age, income and gender of the UK’s population. The decision
not to test for ethnicity was based upon the multifaceted and complex cultural
interplays which affect the different exercise and fitness levels between ethnic
groups, for which an additional investigation could be undertaken.
Unemployed/
Benefit
claimant
Less
than
£9,999
£10,000
-‐
£14,999
£15,000
-‐
£24,999
£25,000
-‐
£34,999
£35,000
-‐
£49,999
£50,000+

4.1.2 Perceptions of Health
When asked to rate perception of their own health levels against the following
statements, it becomes clear that the majority of respondents considered themselves
“unhealthy” with 56% characterising themselves as so. Interestingly, of the 56% who
considered themselves unhealthy, nearly half were represented by “low income”
respondents (as previously deﬁned). When considering the low income cohort
represent a quarter of the respondent pool implies that those who see themselves as
unhealthy are disproportionately low income. Additionally, of the 40% who rated
their health positively (“I am very healthy”, “I am relatively healthy”, “I am quite
healthy”) a disproportionate number (a quarter) were represented by the upper
income cohort of the respondent pool (£35,000/ annum and above). The upper
income cohort represents only 12% of the respondent pool.
Broadly speaking the level of awareness of health amongst the respondent group
was relatively high. It is assumed that those rating their healthy as positive would
generally do so if they have an evidence base of some sort, whether that be regular
monitoring or even professional advice. Rating perception of personal health
negatively can be attributed either to a high level of consciousness about health
levels, or low self-esteem, and thus we cannot draw too strong conclusions on the
self-awareness of health levels from this cohort.
4% of respondents indicated they faced long term health problems, which require a
different public policy treatment and have thus been discounted.
I
am
very
healthy

I
am
rela/vely
healthy
I
am
quite
healthy
I
am
not
healthy
I
am
unhealthy
I
have
long
term
health
problems
0 7.5 15 22.5 30

Respondents were asked the question: “how would you rate your current weight
level” against the following statements. (Respondents were permitted to only select
one). Interestingly, respondents made the distinction between “health” and
“weight” if the responses to this and the previous question are compared. Whereas
40% of respondents rated their health positively, only 10% rated their weight
positively (the right weight for my height – which suggested prior knowledge of
BMI). The implication is twofold: i) 90% of respondents are not satisfied with their
current weight level and ii) weight is a factor rated as more important than general
perceptions of health by this respondent pool.
Examining the data further it is possible to see that 20% of respondents perceived
themselves as having “extreme” weight problems (considered those who rated
themselves as “very overweight” or “very underweight”). The majority of
respondents, 70%, considered themselves to be unsatisfied with their current weight
levels, however the intensity of the problem was relatively low. It can be concluded
that weight is a significant factor to be considered by a design-led approach in
establishing an informational online platform.
I
consider
myself
to
be
very
overweight
I
consider
myself
to
be
slightly
overweight
I
consider
myself
to
be
very
underweight
I
consider
myself
to
be
slightly
underweight
I
consider
myself
to
be
the
right
weight
for
my
height
0 12.5 25 37.5 50

When asked the question “how would you rate your current levels of physical
exercise”, respondents answered with a range of intensities. To summarise, 6% of
respondents exercise daily, 35% of respondents take part in some form of exercise
several times a week, 19% of respondents exercise at least once a week, 29% exercise
seldom of infrequently and surprisingly 11% have never exercised or choose not to
exercise. Taking the latter set of results first, it is possible to interpret the relatively
high number of respondents who “never exercise” two ways: either they are
completely satisfied with their physical health, or there are other issues at play. For
the sake of this analysis, we presume there are longer term structural issues which
negatively affect their ability and motivation to exercise. By category, the
“infrequent” exercisers were the most represented, suggesting a significant
proportion of the respondent pool have issues with access to or motivation for
exercise. However the vast majority, 61%, take some form of exercise on a weekly
basis or more frequently. Whilst it is recommended that exercise taken more
frequently (WHO, 2013), we can consider these individuals to have lower levels of
motivational and access problems than infrequent exercisers.
It can be deduced that frequency of engagement with exercise is an issue for some in
the respondent pool, and important enough for a significant proportion, 40% who
exercise infrequently or less. A design-led approach should take into consideration
the motivational and access issues to exercise facilities when designing web based
informational platforms. 
I
exercise
intensively
daily
I
partake
in
light
exercise
daily
I
exercise
intensively
several
/mes
a
week
I
partake
in
light
exercise
several
/mes
a
week
I
exercise
once
a
week
I
exercise
infrequently
I
never
exercise
Other

0 7.5 15 22.5 30

Respondents were asked to identify factors which inhibited their engagement with
physical exercise, and to rate how intensely they affected their exercise.
Comparing across factors it is possible to conclude that the most significant barrier
to engaging with exercise is the convenience of an exercise facility. Some 43% of
respondents rated this as a factor which would or does greatly inhibits their exercise
activity. This was closely followed by a lack of clear information on the benefits of
exercise: some 37% rated it as a significant barrier to exercise whereas 43% rated it as
insignificant. However, taking “inhibits greatly” and “inhibits somewhat”, 57% of
respondents rate is as a significant barrier.
The least significant factor were serious health problems, with 82% rating this as
without effect on their exercise, reflecting the earlier findings regarding those with
long term health issues. Looking across other factors, the cost of exercise should also
be regarded as significant factor, with 53% to 47% seeing it as an inhibiting factor to
their take up of greater levels of exercise. There is a similar picture with negative
self-perceptions, although a slim majority (54%) do not see it as an inhibiting factor
to the 46% that do.
0
22.5
45
67.5
90
Cost
of
exercise Nega/ve
self
percep/on Serious
health
problems
Inhibits
my
exercise
greatly
Inhibits
my
exercise
somewhat
Has
no
effect

Further examining the
two most significant
factors identified it is
possible to make several
observations. Firstly
more than three quarters
rated the convenience of
the exercise facility as an
inhibiting factor. A
design-led approach should employ technology, including GPS location based
services, to allow greater information transfer on the closest exercise facilities to end
users. Given the significance attached to this factor by respondents, this should be at
the forefront of a web based information platform.
Secondly more than two
thirds of respondents
rated lack of information
on the benefits of exercise
as a significant inhibiting
factor. The access to
information online
e x p e r i e n c e d b y
respondents will be
explored later, however it can be deduced that given many of the respondents get
information from online sources, this is an early indicator of a lack of satisfaction
with or a lack of provision of information on the benefits of exercise. This suggests a
gap in the market for the provision of a trusted and accessible source of information
online which, again, should underpin a design-led approach.
Convenience of exercise
facility
Inhibits
my
exercise
greatly
Inhibits
my
exercise
somewhat
Has
no
effect
Lack of information on
benefits of exercise
Inhibits
my
exercise
greatly
Inhibits
my
exercise
somewhat
Has
no
effect

Examining the sources of information on health and exercise for respondents one
clear trend emerges which is that the majority of sources used, and indeed trusted,
are online. Some 58% of respondents use one or a combination of online resources
including NHS Direct (11%), online fitness and lifestyle magazines (22%), search for
information through online search engines (25%). Several observations can be made
from these findings. Firstly, the magazine format remains a popular format in which
to present information, even online. Relatable lifestyle articles, with good and well-
presented graphics and imagery, as akin to a magazine, is favoured by respondents.
Secondly online search engines which was the most favoured platform for getting
information, allow for a degree of flexibility in terms of access to information. A
design-led approach to an online information platform should reflect this design. 

However some 40% of respondents get information through online avenues. Of this,
11% receive information through print media, 12% through health professionals and
17% through traditional familiar word of mouth – family and friends’
recommendations. There are a number of interesting observations to make here.
Firstly, too much emphasis on solely online means of communication would be
detrimental and exclude a significant albeit not a majority proportion of the
respondent pool. That is not to say that those who comprise the 40% do not utilise
online resources for their health and fitness information, but these platforms are not
their primary choice. A design-led approach needs to reflect this diversity,
conveying information for “in-person” options through the platform. Secondly
trust is important. Health professionals and friends/ family recommendations are
inherently from trusted resources and are still favoured as their primary source for
exercise information for nearly one third (29%) of the respondent pool. A design-led
approach must incorporate user-reviews and user generated content in order to
reflect the need for word of mouth counsel.
NHS
Direct
Fitness/
lifestyle
magazines
(online)
Fitness/
lifestyle
magazines
(print)

GP/
other
health
professional
Friends/
family
Online
research
Other
(please
state)
0 7.5 15 22.5 30

!
Comparing rated perceptions of online information source usage there are a number
of positive and negative factors to be observed. Firstly, one of the most highly
negatively rated factors was the way information was presented. This sits alongside
the trust placed in the information received from the website. However, the most
important factor, when “strongly disagree” and “disagree” are considered together is
the level of interaction with the online platform.
Conversely, the most positively rated of factors was the ease of use of the website.
Interestingly, the level of trust placed in online platforms was broadly comparable
with the level of mistrust or more precisely lack of trust in information presented
online.
We will now consider the ﬁndings in more details as per each factor.

In terms of the way information
was presented, a near two thirds
majority, 63%, considered this to
be an area of dissatisfaction
when using online information
resources. This is one of the
highest levels of dissatisfaction
and can be identified as an
important area for improvement.
The picture for ease of use was more
mixed. The total numbers of
respondents who thought positively
about the user experience when
compared with those who rated it
negatively was broadly comparable.
This suggests one of two things. Either
the user experience was broadly
positive and existing website templates are broadly satisfactory and fit for purpose
or the sophistication of design and information required is relatively low in order to
garner user satisfaction.
Interactivity, whilst important for user
satisfaction, was not highly scored by
respondents, with well in excess of three
quarters (83%) rating their experience
with health and fitness website
interactivity as negative. This is stark
contrast to the 4% who strongly agreed
that user interactivity was positive.
Information was presented
well and was accessible
Strongly
Agree
Agree
Disagree
Strongly
Disagree
The website was
easy to use
Strongly
Agree
Agree
Disagree
Strongly
Disagree
I could interact with
the website
Strongly
Agree
Agree
Disagree
Strongly
Disagree

Trust in the information presented on
online platforms was mixed. Some 53%
of respondents had low levels of trust in
the information presented, whereas 47%
did trust the information. The mixed
responses to this question can be
attributed presumably to the variation in
the use of health professional endorsed
information on each of the difference websites.
When asked to rate factors associated
with design best practice, nearly two
thirds (61%) identified this as a negative
aspect of website use. Some 39% rated
design as a positive aspect, which
suggests room for improvement for a
majority of potential users.
Presentational design, therefore and perhaps unsurprisingly, should be a central
component in a design-led approach to online information platforms.
Mirroring the patterns for ease of use of
the information presented, a slim
majority of the respondent pool rated
ease of understanding negatively (53%).
However some 47% did not have these
issues. Nevertheless, the use of technical
language, jargon, or complex medical
terms should be discouraged in a design-
led approach to information presentation, given the significant number of potential
users who could face difficulties otherwise.
I trusted the
information received
Strongly
Agree
Agree
Disagree
Strongly
Disagree
The website’s design
put me off
Strongly
Agree
Agree
Disagree
Strongly
Disagree
I couldn’t understand the
information on the website
(i.e. too technical)
Strongly
Agree
Agree
Disagree
Strongly
Disagree

!
Most notably, the vast majority of people agreed that exercise was a necessity (based
on those who answered negatively to the statement “I do not need to exercise”).
Comparatively a majority of people agreed that more exercise was needed in their
lifestyle, which supports this hypothesis. There was a relatively high level of
discontent articulated with both body shape and level of fitness, which suggests a
motivational approach to encouraging increased levels of exercise could work. The
statement respondents felt most strongly about what that the current information
provision does not fit their exercise needs: this suggests a need for a greater degree
of information tailoring to the end user in order for the receptiveness towards online
information platforms to be improved. One of the most heavily agreed with
statements concerned the need of respondents for help with establishing an exercise
routine that suited them. This echoes previous statements around the tailoring of
information, but also belies a need to provide relevant information which empowers
individuals to exercise, rather than merely counsels them on the benefits of exercise.

Some 39% of respondents were
satisfied with their body shape.
Body shape has often been used as
an approximation for general levels
of health and as a proxy for
physiological complications.
Conversely 61% were not satisfied.
One observation which could be
made from this data is that negative
perceptions of body image could be used as a motivational factor in encouraging
exercise. This should be reflected in a design-led approach to online information
provision.
Broadly speaking just over one
third (42%)of respondents were
satisfied with their level of fitness
with 58% unsatisfied which offers a
more balanced perception than
with body size and shape.
Respondents seemed to see body
size more negatively than their
level of fitness, of which two
potential observations could be made. Firstly body shape is more important for this
cohort than their level of fitness. This has implications, as previously discussed, for
the presentation of information and incentives through an online information portal.
Secondly there is a broader level of ignorance with regards to what constitutes
healthy fitness than there is around visible body shape. Again, this suggests that
information presented on an online platform needs to be underpinned by a strong
educational motive in order for the platform to be design-led.
I am happy with my
body shape
Strongly
Agree
Agree
Disagree
Strongly
Disagree
I am happy with my
level of fitness
Strongly
Agree
Agree
Disagree
Strongly
Disagree

Nearly two thirds of respondents
(65%) identified their level of
exercise as inadequate. However
35% thought their level of exercise
was sufficient. When these results
are cross referenced against
previous responses on the
importance of exercise and also on
perception of health and body
shape, a probably explanation which could be forwarded is that low levels of
education and information provision around the importance of exercise could
account for this perception. This being the case, a design-led online platform needs
to be underpinned by the drive to provide educative materials to the end user on the
importance of exercise for general physical wellbeing and health, particularly for the
35% who, despite having broadly negative opinions of their body shape and fitness,
do not think higher levels of exercise in their lifestyles are needed.
This viewpoint is supported by
responses to the statement “I do
not need to exercise”, for which
the vast majority (87%) disagreed.  
I need to exercise more
Strongly
Agree
Agree
Disagree
Strongly
Disagree
I do not need to exercise
Strongly
Agree
Agree
Disagree
Strongly
Disagree

Over two thirds of respondents
(64%) suggested that more help
was required to support them
in establishing an exercise
routine with some 36% not
needing this level of assistance.
It should be noted that the
results broadly mirror previous
responses which suggested the
way information on exercise was presented was inadequate, and that further
assistance and incentives was desired for engagement with exercise activity.
Some 60% of respondents were
dissatisﬁed with the level and
content of information under
current provision, with 40%
broadly satisﬁed. This mirrors
previous responses around the
satisfaction with information
provided. Interestingly this
supports previous observations of
tailoring information to the end user. 
I need help establishing
an exercise routine
Strongly
Agree
Agree
Disagree
Strongly
Disagree
Current information
available does not fit my
needs
Strongly
Agree
Agree
Disagree
Strongly
Disagree

Just over two thirds, 40%,
admitted to enjoying exercise to
some degree, whereas 60%
conversely did not enjoy this type
of physical activity. There are two
separate observations which can
be made on the basis of this
response. Firstly, there is a strong
motivational potential incentive to encouraging greater levels of exercise in people
who “enjoy” exercise but may not presently partake. Design of online information
platforms should reﬂect this. Secondly there is a signiﬁcant motivational hurdle to
overcome with regards to encouraging greater levels of exercise with those who i) do
not enjoy physical activity and ii) are not partaking in physical activity. We can refer
to these individuals as “hard to motivate”.
I enjoy exercise activities
Strongly
Agree
Agree
Disagree
Strongly
Disagree

Chapter 5:
5.1 Conclusions
It is clear to observe that there is a growing obesity problem both nationally in the
UK and internationally. Globally 35% of adults are considered medically overweight
and around a third of those (11%) considered clinically obese (WHO, 2013). This
picture is mirrored in the UK where nearly 30% of the adult population are obese
(Occupational Health, 2003) with some 40% predicted to be clinically obese within a
generation (Occupational Health, 2003).
We return again to the objectives set out at the beginning of this investigation: “what
is the range of causes for disengagement from physical activity in the UK and how
can they be addressed through a design-led approach to provision of information
online”.
• What are self-perceptions of UK individuals’ health and motivations for
exercise?
• What is the level of consumption and interaction with existing information
provision online?
• How can a design-led approach manipulate the motivational factors to
increase levels of exercise activity?
Secondary research undertaken by the investigation through a critical review of
existing literature has identiﬁed several factors addressing the self-perception of UK
individual’s health and motivations for exercise.

There are a number of challenges with regards to increasing fitness levels amongst
cohorts within the population who are overweight or obese. Chief among these are
cost, age and perception (Silva et al, 2012; Smith, 2011; Kinet, 2013). Cost is a
determining factor for low income cohorts who, invariably, are the ones who suffer
most from health problems, including obesity (Silva et al, 2012). This is additionally
closely related to their income levels (Smith, 2011). Convenience and access to
exercise facilities was also found to be a determining factor (Smith, 2011). If one
were to define a cohort who had lower exercise profiles, they would be people
already suffering from weight and BMI problems, those on low income, older
cohorts and generally more comprised by women than by men (Kinet, 2013).
Broadly speaking the findings of the primary research supported the hypotheses
identified and articulated in the secondary research literature review. Convenience
and locational information was found by a large number, the majority in fact, to be
the greatest inhibitor to increased levels of exercise activity. The cost of exercise was
also identified by respondents as an inhibiting factor, however was less so than other
factors include convenience.
Most importantly individuals who faced the greatest health problems and had the
lowest exercise profiles were disproportionately from lower income backgrounds.
Of the 56% who considered themselves unhealthy, nearly half were represented by
“low income” respondents. Conversely, of the 40% who rated their health positively
a disproportionate number (a quarter) were represented by the upper income cohort
of the respondent pool. This supports the hypotheses that income is a significant
determining factor.

There is a level of discordance between perceptions of health and those regarding the
importance of physical exercise. Nine out of ten people are not satisfied with their
current weight level, however a smaller number rate themselves as unfit, suggesting
that in the general population’s eyes, weight is a more important and useful proxy
for health than physical fitness is. Additionally one fifth recognised they had
extreme weight problems. Conversely, the recognition of the need for health
improvements was not mirrored in the desire to augment levels and frequency of
physical exercise, with 40% infrequently or never exercising. It should be noted that
nearly two thirds of people (61%) take some form of exercise on at least a weekly
basis if not more frequently.
Whilst there is a disconnect between health perceptions and physical activity herein
lies an opportunity to manipulate the motivational factors to increase levels of fitness
activities. There was a relatively high level of discontent articulated with both body
shape and level of fitness, which suggests a motivational approach to encouraging
increased levels of exercise could work. It is therefore the view of this investigation
that a number of other factors are at play in inhibiting increased take up of exercise
activity.
Indeed, there is the need for a greater degree of information tailored to the end user
in order for the receptiveness towards online information platforms to be improved.
A majority of people considered the current provision of information to be
inadequate and more importantly not relevant to their current situation and exercise
profile. Information which empowers individuals to exercise, rather than merely
counsels them on the benefits of exercise, will be well received.

Given the growing adoption of online platforms for getting information (some 40%
of people get health and fitness information through online avenues) it is important
that as much relevant information is included in an informational website as
possible. However, too much emphasis on solely online means of communication
would be detrimental and exclude a significant albeit not a majority proportion of
the respondent pool – 40% of people still use non-online methods as their primary
source of health information gathering. A design-led approach needs to reflect this
diversity, conveying information for “in-person” options through the platform.
Additionally, given that trust remains an important factor when accessing and
processing health information, a design-led approach must incorporate user-reviews
and user generated content in order to reflect the need for word of mouth counsel.
On the basis of these findings, this paper proposes a set of criteria which i) underpin
a design-led approach based on primary and secondary data and research and ii)
should be included in the design of an online information platform targeted at
increasing levels of physical activity:
• Clear and simple design
• Locally relevant information for users
• Ability to interact with website and other users
• Ability to upload and access UGC (user-generated content)
• Self-measurement tools for weight, BMI, physical fitness
• Trusted sources for information on the benefits of exercise
We will further examine these criteria in turn.

5.2 Clear and simple design
The design of the web based interface should be simply designed but well presented.
In essence, given that a significant proportion of people still gain their health
information for magazine style formats both on and offline, the design should reflect
the stylistic blueprint of this format.
As can be seen from the above web platform example (Women’s Fitness: http://
www.womensfitness.co.uk/) the use of imagery which reflects the target audience
(women, picture of women, colours associated with women in advertising) creates a
synergy between end user and the platform itself, which can help foster an increased
desire to engage with the platform.

5.3 Locally relevant information for users
Given that convenience of exercise facilities and options was identified as the most
significant inhibiting factor to increased exercise activity, the provision of locally
relevant and individually tailored information needs to underpin the design of the
online platform.
Using the NHS Choices (http://www.nhs.uk/livewell/fitness/Pages/
Fitnesshome.aspx) as an example, it is clear that the menu design structure of the
website leads the user to navigate to locally relevant services. Perhaps more
effective in this case and looking forward would be to have an interactive drop
down menu box supported by a high resolution image on the front page, which
immediately draws the user’s eye to it.

5.4 Ability to interact with the website and other users
The presentation of information and is interactivity have both been highlighted as
important factors in determining how receptive users will be to the communication
of information. User reviews foster a sense of community with the online platform
which can boost returning visits and future engagement. More importantly, given
WoM sources are still highly trusted by users, the ability to interact with other users’
comments and recommendations is also a method to increase the trust and
engagement with the information.
As can be seen with the Trust Pilot (http://www.trustpilot.co.uk/review/hfe.co.uk)
web portal, user reviews are prominently displayed and afford the user a high
degree of interactivity, rating and comment ability, which help foster a sense of
engagement with the website and the brand.

5.5 Ability to upload and access UGC
Whilst not an essential in terms of the technical ability of the website, the ability to
access UGC from other users supports the positioning of the online platform as a
trusted WoM source of information. This is important, particularly for individuals
who do not use online sources as their primary resources for information. UGC can
include user reviews, how to videos and audiovisual exercise tips from other users.
!
An example of where this is done in a commercial context is on the “celebrity
workouts” section of the Men’s Fitness website. Recognisable public figures are
employed as a fitness benchmark for users and to promote trust with the
information. Whilst this may be suitable for some users, for others it be set the bar
too high and so it is recommended that other users who have exhibited high levels of
progress with their fitness regime, to help “normalise” the information.

5.6 Self-measurement tools for weight, BMI, fitness level
This is particularly important given that weight and to a lesser extent fitness level
were found to be significant motivating factors in the take up of exercise. These
should be easy to understand and use, and provide clear and concise information on
the definitions and importance of these measures of fitness. The Weight Watchers
mobile app provides this level of measurement and is easily accessible. It is perhaps
the best case example of an online measurement tool and the online information
platform should seek to emulate its simplicity.

5.7 Trusted sources of information on the beneﬁts of exercise
As previously mentioned the role of trust in engagement with and use of
information cannot be underestimated. Given there was a disconnect between the
high level of negative body perceptions and perceptions around the necessity of
exercise, using trusted sources to articulate the beneﬁts of exercise is important.
As with locally relevant information, the placement of this information on the
website should be i) clear and well designed, ii) eye catching and, iii) easily
comprehensible.
The NHS Live Well web page gives us a best case example for how information is
clearly and concisely presented. The greater use of positive reinforcing imagery
could improve the presentation of this information, and should be considered for the
online information platform.

Chapter 6:
6.1 Recommendations
The main aim of this research was to ascertain how the application of design can
make fitness websites more user-friendly and engaging, encouraging users to
exercise and be healthy. The research findings revealed the participants’ criteria for a
good fitness website. However, more research could be carried out in terms of the
criteria that were identified and considering these responses from a design
management perspective. User-centred design has become increasingly popular and
there is a clear correlation between website aesthetics and ease of use and the
popularity and success of a brand. It is important to take the findings from the
qualitative and quantitative research carried out and consider them alongside design
management strategies. Good design can be a source of competitive advantage.
Further research could analyse successful websites from the fitness or beauty sectors
for ease of use, colour schemes and the style of their stock photos. In the end, good
design leads to a positive user experience, which, in the case of a fitness site will lead
to users participating and becoming healthy.

From the research carried out, a number of points were made about good website
design. These criteria need deeper analysis. Based on the research, users responded
positively to clear and simple aesthetics for example. From a design point of view it
would be useful to carry out an interactive evaluation of similar websites (with clear
and simple interfaces). From a business perspective, this could help reveal whether
or not there’s a correlation between a website’s ease of use and its market share. This
would help identity the characteristics of good web design and could be used for
designing a sample fitness website to then test on users. Furthermore, throughout
the research there was an emphasis on sociological factors - qualitative and
quantitative findings – there is room for more analysis of the users’ feedback in
relation to basic principles of good design. Also, some of the users’ points had little
to do with aesthetics - one such finding was that users preferred sites to display local
information. This information was related to content rather than design. In order to
encourage users to focus on design, a website displaying the same content could be
made with varying colour schemes and layouts to see how the user interacts from a
design perspective. This would reveal how fast a user can find information and if
they can find it at all. Often it’s the presentation of information and not the
information itself that impacts business factors such as sales figures and website
traffic. If a user can’t locate a certain feature of the website he or she will go
elsewhere. Another crucial element flagged by users is trust and the visibility of
other users’ ratings. While this was analysed briefly in terms of aesthetics, it was not
mentioned that the use of certain colour schemes can immediately indicate whether
or not a seller is trust-worthy or whether or not a product is worth buying. This kind
of information and how it is displayed impacts the likeliness of a user buying a
product or service.

Another finding was that users are drawn to websites with user-generated content
(UGC). However, there was no mention of how this can increase traffic. Some
content can go viral - increasing brand awareness and other content can attract loyal
followers – regular fitness videos and health recipes for example. Future research
could analyse the content of popular fitness UGC and see how it can be designed to
fit with the website and encourage users to buy its products and services. Designers
must carry out user testing to see the impact of their work. A recommendation for
further research would be to take the findings of the study and design a fitness
website template for user testing. From a design management perspective, this
information is useful for companies in that they can include certain designs and
unique features to attract traffic, improve brand awareness and increase their profits.

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Appendices:
Appendix A: Interview Questions
1. Please let us know your gender.
a. Male
b. Female
c. Don’t identify
d. Other
2. Kindly let us know your age (approximate)
a. 18-24
b. 25-35
c. 36-45
d. 46-60
e. 60-70
f. 70+

3. Kindly let us know your annual salary level (approximate)
a. Unemployed/ Beneﬁt claimant
b. Less than £9,999
c. £10,000 - £14,999
d. £15,000 - £24,999
e. £25,000 - £34,999
f. £35,000 - £49,999
g. £50,000+
4. How would you currently rate your health? (Please select one option)
a. I am very healthy
b. I am relatively healthy
c. I am quite healthy
d. I am not healthy
e. I am unhealthy
f. I have long term health problems

5. How would you rate your current weight level?
a. I consider myself to be the right weight for my height
b. I consider myself to be slightly underweight
c. I consider myself to be very underweight
d. I consider myself to be slightly overweight
e. I consider myself to be very overweight
6. How would you rate your current physical exercise intensity? (Exercise
considered to be any physical activity which signiﬁcantly raises heart rate)
a. I exercise intensively daily
b. I partake in light exercise daily
c. I exercise intensively several times a week
d. I partake in light exercise several times a week
e. I exercise once a week
f. I exercise infrequently
g. I never exercise
h. Other

7. Please rate the following factors on a scale of 1-3 (1: Inhibits my exercise
greatly, 2: inhibits my exercise somewhat, 3: doesn’t have an effect on my
exercise habits) as they relate to your motivations and ability to undertake
physical exercise.
a. Cost of exercise
b. Negative self-perception
c. Serious health problems
d. Convenience of exercise facility
e. Lack of information on beneﬁts of exercise
f. Other (please state)
8. Where do you usually look for information on health and ﬁtness?
a. NHS Direct
b. Fitness/ lifestyle magazines (online)
c. Fitness/ lifestyle magazines (print)
d. GP/ other health professional
e. Friends/ family
f. Online research
g. Other (please state)

9. If you search for health and fitness information online, please give a rating on
a scale of intensity between 1 and 4 (1: Strongly agree, 2: agree, 3: disagree, 4:
strongly disagree) considering examples of health related websites and online
information you have experienced.
a. Information was presented well and was accessible
b. The website was easy to use
c. I could interact with the website
d. I trusted the information received
e. The website’s design put me off
f. I couldn’t understand the information on the website (i.e. too technical)
10.Please tick the following statements which apply to you, rating them on a
scale of intensity between 1 and 4 (1: Strongly agree, 2: agree, 3: disagree, 4:
strongly disagree)
a. I am happy with my body shape
b. I am happy with my level of fitness
c. I need to exercise more
d. I do not need to exercise
e. I need help establishing an exercise routine
f. Current information available does not fit my needs
g. I enjoy exercise activities

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