Summary:
In 2022, the City of Portland, Maine partnered with Market Decisions Research (MDR) to explore tobacco use and perceptions among New Mainer communities. The initiative aimed to inform culturally responsive public health education and outreach strategies by understanding the unique social norms, stressors, and health communication needs within these communities. MDR collaborated closely with City of Portland Public Health staff and Community Health Workers (CHWs) to ensure the research design was inclusive and reflective of community priorities.
MDR implemented a multi-method qualitative research approach that included in-depth interviews, virtual focus groups, and an online survey. The project began with the development of a comprehensive interview and moderator guide, co-created with input from CHWs and city staff. MDR conducted one-on-one interviews with key community leaders and facilitated virtual focus groups in multiple languages, including Spanish and French/Lingala, to ensure linguistic and cultural accessibility. As recruitment challenges and staffing changes affected the City’s capacity, MDR adapted the methodology to include an online survey based on the focus group guide. This survey was distributed via email to community contacts maintained by CHWs, expanding the reach of the project and capturing additional perspectives.
The findings revealed several key themes: community leaders emphasized the role of social norms and culturally specific outreach in shaping tobacco behaviors; focus group participants stressed the importance of educating entire communities, including non-users, to foster protective environments; and survey respondents acknowledged the risks of tobacco use but also described it as a coping mechanism for stress, highlighting the need for accessible and relevant health information.
MDR provided the City of Portland with a full suite of deliverables, including interview and focus group guides, redacted transcripts, the online survey instrument, and a final report summarizing the findings. While the data were qualitative and not statistically representative, the insights offered a valuable window into the lived experiences of Portland’s immigrant populations and their health communication needs.
This project stands out for its culturally responsive design and flexible methodology, which allowed MDR to adapt to changing circumstances while maintaining a strong commitment to community engagement. By centering the voices of New Mainers and leveraging the expertise of CHWs, MDR helped the City of Portland lay the groundwork for more inclusive and effective tobacco prevention efforts.
