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NAMI Market Research Presentation


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NAMI Market Research Presentation

  1. 1. + Consumer Market Research Project By Lucy Fletcher, Yesenia Guzman, Kathryn Heggie, Christina Jones, Beatriz Manela and Chukwuma Morah
  2. 2. + Problem Statement  Pasadena chapter of NAMI is concerned that mental illness may not have the level of awareness and understanding needed to educate people who suffer from such diseases - or their families – on how to detect and treat them effectively.  NAMI is unable to reach as many people as they would like who either suffer from mental illness or know someone who does  This leaves NAMI unable to attract enough volunteers and guarantee the chapter’s on-going viability.
  3. 3. + Objectives  Perform research via secondary data (previously gathered information)  Factors that influence people to seek treatment for afflictions that carry a social stigma.  Information needed by people who suffer from such afflictions- or their families - to detect the disease and seek effective treatment.  How other non-profit organizations have effectively built awareness and understanding for their causes and reduced the stigma attached to them.  Use secondary data to create a survey designed to determine the level of understanding about mental illness in the population of interest
  4. 4. + Survey Development The marketing research assessment was developed to obtain info on the following topics:  Awareness of mental illness  Stigma towards mental illness  Awareness of NAMI  Services Research population: Residents of the San Gabriel Valley  Sample size of 50 respondents  Response rate of 52%  Typical response rate for Zoomerang (the survey software used) surveys is 20-30%
  5. 5. + Awareness of Mental Illness know someone who suffers from a mental illness have an immediate family member with a mental illness. Proves accuracy of our research: according to secondary research, one-in-five families is affected by a mental illness
  6. 6. + Awareness of Mental Illness know that there is treatment for those who suffer from mental illness feel knowledgeable on the subject of mental illness Conclusion: Mental Illness affects most people in some way, but education on the subject is lacking.
  7. 7. + Stigma Associated with Mental Illness In our secondary research, we learned that:  People feel uncomfortable about mental illness due to the stigma associated with it  People who suspect that they might be mentally ill are unwilling to seek help for fear of what others may think  Education provides information so that the public can make more informed decisions about mental illness  This will help to eliminate the barriers to accessing mental health services and to reduce stigma associated with mental illness.
  8. 8. + Stigma Associated with Mental Illness From our survey results we found that: are unsure how to help someone with a mental illness stated that people feel uncomfortable interacting with people who have a mental illness feel that people with mental illnesses are treated unfairly in today’s society Conclusion: People feel uncomfortable with the subject because they don’t understand the subject or how to help people with mental illnesses
  9. 9. + Awareness of NAMI We asked the respondents to name any organizations that help people with mental illnesses. We received over 50 separate responses, but no one single organization was named twice.  Conclusion: No one single organization comes to people’s minds in the same way that “AA” is linked to alcoholism. We asked the respondents whether they would know how to help someone they knew with a mental illness.  Nearly half (48%) of the respondents said they wouldn’t know how.  Conclusion: People need that “go-to” place that deals with issues regarding mental illness. This is a big opportunity for NAMI in the San Gabriel Valley.
  10. 10. + Awareness of NAMI We asked the respondents how often mental illness affects their lives. We then asked them what media source their knowledge on the subject comes from.  Majority of those affected by mental illness acquire their knowledge on the subject via literature and the Internet  Conclusion: Spreading awareness via an online version of the NAMI newsletter sent to both members and non-members would prove beneficial.
  11. 11. +Services Needs of respondents in relation to Mental Health services.  62% of respondents reported that mental illness affects their lives anywhere from “Sometimes” to “Very Often”.  These findings support our secondary research  Many people are affected by mental illness.  If 62% of those sampled in the San Gabriel Valley are affected by mental illness why are they not involved with NAMI?
  12. 12. Services Conclusions:  The unknown is feared  More basic information (i.e. What is MI, symptoms, treatment options etc.).  Brochure development and upgrading the website for the San Gabriel Valley NAMI chapter to include a section dedicated to resources and education.
  13. 13. +Services To better understand needs surrounding mental illness, we asked: “If you knew someone who required mental health services, I think they would need the following:” The three choices that respondents felt were most important were:  Mental health treatment  Education  Support groups
  14. 14. + Services Conclusions  NAMI already provides: Education and Support groups. However, the data from this research project indicates that people need basic information  Assume that people know nothing  Many of those who reported education as their top “needed service” said that they obtain their information about mental illness from the Internet and literature.  Opportunity for NAMI to:  develop brochures and pamphlets,  revamp the newsletter (members and Non-members),  new online content We believe that these new tools will recruit and retain new members  We believe that collaborating or simply creating a referral network of treatment and care agencies would provide NAMI members a reason to join, but an additional reason to stay a member throughout the years.
  15. 15. + Services We asked the respondents: “if someone you knew required mental health services, my biggest concern would be”  65% reported cost of treatment as being their main concern. Conclusions:  Referrals to financial services  Workshops/classes on cost and coverage options for treatment  How to Navigate the System.
  16. 16. + Appendix (Sources)  Corrigan, P. (2004). How Stigma Interferes with Mental Health Care. American Psychologist, 59(7), p614-25.  Kobau, R., Dilorio, C., Chapman.,& Delvecchio, P. (2010). Attitudes about Mental Illness and its Treatment. Community Mental Health Journal, 46(2), p164-176.  Lambert. T., & Lambert., R. (2007) Mental Illness and Faith Community Outreach: Communities of Compassion and Justice. Chicago Archdiocese Commission on Mental Illness.  Vogel, D. L., Wade, N. G., & Haake, S. (2009). Measuring Perceptions of Stigmatization by Others for Seeking Psychological Help. Journal of Counseling Psychology, 53(3), p325-372.
  17. 17. + Questions?