EMPATHY IN ACTION:
Interviewing Food-Insecure Audiences for Delivery Program Insights
by Ashley Chase
In market research, interviewing vulnerable audiences requires a nuanced approach that respects the unique challenges and barriers faced by participants. Burke, in collaboration with Amazon and Diana Jensen Consulting Services, and with support from Feeding America, embarked on a project to explore the value of food delivery programs for food-insecure communities. This initiative required a delicate and thoughtful approach to ensure that the voices of those most affected were heard and respected. By employing a well-rounded methodological approach, thoughtful sampling practices, and considering the broader implications of our research, we were able to navigate the complexities of interviewing sensitive audiences. This project highlights the critical importance of a thoughtful approach in capturing the true experiences and needs of vulnerable populations.
READ THE FULL REPORT: Delivering Change: How Food Delivery Programs Can Transform Lives
Multi-Mode Methodology: Contextualizing Data
While our research objectives centered around quantifying the value of food delivery programs, it was critical to ensure we contextualized those findings within the complex emotional and situational circumstances that would make them especially powerful and well-rounded. For this context, we sought to understand what drives people to engage with delivery programs, what barriers they face when trying to access groceries, and the benefits of and opportunities to improve the service.
With these ambitious objectives in mind, the research team developed a comprehensive research approach inclusive of multiple modes of data collection—but also various viewpoints. Employing a multi-mode methodology was critical in illuminating data nuances and developing deeper insights representative of each step in the food delivery process.
- Qualitative research through in-depth interviews with food delivery program participants not only provided vital context for program importance and opportunities, but also illuminated survey inputs for validation and opportunities to ensure we used the appropriate language that would resonate with respondents in the quantitative component.
- Qualitative research through focus groups with program staff helped us understand the critical role delivery partners like Amazon play in expanding the reach and resources of food bank programs. It also identified areas of program support that could be improved, providing important context for actionable insights and next steps for the research.
- Quantitative research provided broader audience reach, allowing for richer comparisons among key subgroups, crystalizing delivery program impact, and validating qualitative findings.
- Secondary research such as Census data, Feeding America pulse surveys, and various whitepapers and articles about food insecurity provided an expansive background for the research, and created a more holistic landscape to bolster primary research context.
Delivering Change: How Food Delivery Programs Can Transform Lives. February 2025. Research Services by Diana Jensen Consultation Services and Burke, Inc., Funding provided by Amazon, Consultation by Feeding America.
Thoughtful Sampling Practices: Recruiting and Incentivizing Respondents
A critical component to sound research is ensuring the target sample population is representative of the larger group you hope to characterize. In the situation of food insecure households, there is additional sensitivity to aligning on a population who might be impacted, without solely using demographic hypotheses as assumed truth.
For the quantitative portion of the study, recruiting participants from trusted sources was essential. We aimed to represent various groups based on food bank engagement and wanted to be as inclusive as possible. For a more representative approach, we leveraged both food bank supplied sample and panel sample, provided the survey in three languages as well as three modes – online, in-person intercept, and phone.
Additional sampling considerations:
- We engaged with community food bank organizations to help build trust and facilitate access to participants with explicit permission.
- We offered appropriate incentives, encouraging participation and showing appreciation for respondents’ time and effort, especially given the subject.
- We offered a multi-language survey that could be self-selected upon beginning the survey to increase comfort and more representative participation.
Maintaining confidentiality and anonymity is paramount when interviewing vulnerable audiences and researchers must ensure that participants fully understand the purpose of the research, how their data will be used, and their rights as participants.
Beyond sample best practices, we partnered closely with the project moderator and subject matter expert, Diana Jensen, as well as Feeding America team members to ensure our survey instrument asked questions in a way that felt accessible, clear, and approached sensitive topics with appropriate language. This highly collaborative and flexible approach allowed us to collect data that informed clear action items and illuminated the true food delivery program importance among impacted individuals.
Looking at the Bigger Picture: Research Implications and Actionable Insights
The implications of research with vulnerable audiences extend beyond data collection. The Delivering Change report provided valuable insights into the benefits and challenges of food delivery programs, highlighting their potential to improve food security and overall well-being for those impacted. More broadly, these insights can inform program design, policy development, and strategic decision-making, ensuring that food delivery programs are tailored to meet the needs of the most vulnerable for greater impact on the communities they serve.
Delivering Change: How Food Delivery Programs Can Transform Lives. February 2025. Research Services by Diana Jensen Consultation Services and Burke, Inc., Funding provided by Amazon, Consultation by Feeding America.
Interviewing food-insecure communities requires a thoughtful and intentional approach that prioritizes participants’ needs and experiences. By employing a multi-mode methodology, recruiting from trusted sources, offering appropriate incentives, and maintaining confidentiality and anonymity, researchers can gather valuable insights that drive meaningful change.
Focusing on these key considerations, researchers can ensure that their work not only respects and protects vulnerable audiences but also generates powerful insights that lead to positive and actionable real-world outcomes.
Ashley is passionate about innovation, strategy, and creative problem-solving, working closely with clients to design research plans that meet their unique needs. She is dedicated to helping businesses make informed decisions and turning insights into meaningful action, always with a heart for understanding and supporting their goals.
As always, you can follow Burke, Inc. on our LinkedIn, Twitter, Facebook and Instagram pages.
Source: Feature Image – ©Halfpoint – stock.adobe.com
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