mmresearch profile 2015
TRANSCRIPT
MICHAEL MURPHY RESEARCH
Behaviour Change & Social Marketing
Research Consultancy
Company Profile
May 2015 ABN: 42 396 046 010 5 / 8A Dickens Street
Elwood Vic 3184 0395372959 0438241831
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MMRESEARCH
BEHAVIOUR CHANGE & SOCIAL MARKETING CONSULTANCY
Michael Murphy Research (MMResearch) provides research services for health organisations,
specialising in social marketing, where Michael’s interest, expertise and skills continue to make a
unique contribution to health, wellbeing and social issues across the Australian population.
MMResearch offers the full range of qualitative research methods, a collaborative working style, and
a commitment to perceiving and understanding the minds and hearts of our clients’ target
audiences. With 25 years’ experience to draw on, MMResearch also offers a consultative service,
providing advice on behaviour change research and social marketing campaign development.
Personnel
Michael Murphy (Director) is the Account Director and principal researcher for work on all projects.
Michael is supported in his work by Mischa Rose (Research Consultant), Dr Barbara Murphy (Senior
Research Consultant) and Erin Walsh (Research Services Manager) and a team of casual research
assistants as required.
Prior to establishing MMResearch, Michael was Director of Qualitative Research at the Social
Research Centre, and Research Director of Market Access Research & Consulting. He has substantial
experience conducting communications research to assist health-related service providers to reduce
risk behaviours.
Michael has twenty years’ experience consulting to Quit Victoria and the Cancer Council of Victoria,
and a considerable history with noted health organisations such as Cancer Institute NSW, Heart
Foundation, and Health Departments. In the past year, MMResearch has been commissioned to
conduct exploratory and concept testing research for a range of tobacco, sun protection, cancer
screening and weight management campaigns throughout Australia, including several projects that
have specifically focused on Aboriginal Australians.
MMResearch has a specialized and unique approach to the use of research in the process of
campaign development and to the evaluation of advertising concepts.
Michael is supported by a talented team of research and consulting staff:
Mischa Rose joined MMResearch in 2012 as a Research Consultant, and has worked on exploratory
research, concept testing and evaluation projects in tobacco and sun protection. She has also
worked on a range of cancer screening projects, providing insights for the development of social
marketing and letter campaigns for pap, breast and bowel screening programs. She has a
background in Nutrition and Health Sciences, and is undergoing a training program with Michael in
qualitative research.
Dr Barbara Murphy has 25 years’ experience in psychosocial and behavioural research. Recent work
focuses on the psychosocial consequences of cardiac disease, notably anxiety, depression and social
isolation, and interventions to support psychological recovery and health behaviour change. She
holds positions as Honorary Senior Fellow in the Department of Psychiatry, University of Melbourne
and Conjoint Senior Lecturer in Department of Behavioural Medicine, University of Newcastle.
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MICHAEL MURPHY (DIRECTOR)
Professional History
Michael Murphy has worked in social and market research for over twenty years, specialising in the
use of qualitative research methods for the development of social marketing campaigns.
After graduating from Melbourne University, Michael spent a year with the Victorian Public Service
on its Graduate Trainee Scheme, working directly with senior management, and having responsibility
for a range of projects in policy and program development and evaluation.
From 1987 until 1993 he worked with the Centre for Behavioural Research in Cancer, a department
of the Anti-Cancer Council of Victoria. It was during this time that he was introduced to qualitative
research methods. His major responsibilities for the Behavioural Research Centre were in evaluation
of quit smoking programs and as the primary qualitative researcher in the development and
consumer testing of communication strategies and concepts for Quit and SunSmart campaigns.
In late 1993 Michael established himself as a freelance research consultant and in 1996 he formed a
partnership with Dean McDonald establishing Market Access Consulting and Research, continuing
his work in social and health research. In 2009 Michael joined The Social Research Centre as Director
of Qualitative Research to establish its qualitative research division.
Michael launched MMResearch at the beginning of 2012, with his intention now being to focus on
the specialist field of social marketing research and health behaviour change. With this new
consultancy he continues a successful relationship with his long term clients.
Experience and Expertise
Michael Murphy has worked in social and market research for over twenty years, specialising in
using qualitative research methods to assist the development of social marketing campaigns and
services for government, health and community agencies.
Michael is a recognised expert in social marketing, with a career spanning 25 years in social and
behaviour change campaigns. Over this time, he has conducted exploratory, strategic and concept
testing research for nationally and internationally recognised and awarded campaigns on a range of
health and social issues – smoking, alcohol, sun protection, nutrition, weight management, cancer
screening, early detection of heart disease and stroke, gambling, violence and respectful
relationships, amongst others.
He has published articles and reports, presented at conferences and taught post-graduate classes, in
relation to both research methods and health behaviour change content.
His breadth and depth of experience in the field of social marketing campaign research has provided
him with a unique understanding of the nuances of social marketing within the complex field of
health behaviour change. He has developed specialised approaches to the role and process of
research in the development of campaigns; and unique mechanisms for the evaluation of advertising
concepts. In this capacity he has played a key role in the development of protocols for the testing
and evaluation of health behaviour change advertising that have been used extensively through Asia,
Africa and the Americas to assist in the development of localised social marketing campaigns
(Murphy, M., Wakefield, M., Durkin, S., Cotter, T. “Using market research for concept development
of anti-smoking commercials.” 2010, Cancer Institute NSW).
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Michael also has considerable experience conducing strategic research for health and social
agencies. This has included branding and positioning research, research for the development of
corporate communication campaigns, and research for the development of products and services.
Related clients have included not for profits, such as BreastScreen Victoria, Women’s Health Victoria,
MS Society, World Vision, Red Cross and Gippsland Southern Health.
Many of Michael’s long term clients are major agencies in health, public education and community
and social sectors. They include the Cancer Council of Victoria, Quit Victoria, Cancer Institute NSW,
National Heart Foundation, Diabetes Australia, Cancer Council SA, National Stroke Foundation,
Victorian Health Promotion Foundation, Transport Accident Commission, WorkSafe Victoria,
VicHealth and various community agencies.
Specialising in the field of health and social research, Michael has a specific interest in addictive and
difficult to change behaviours. He has extensive experience facilitating discussions with a broad
diversity of target groups, having conducted thousands of interviews and focus groups with all
manner of workforce representatives, health professionals, industry peak body representatives,
policy makers, and the breadth of the Australian population.
MMResearch has conducted extensive consumer research with a diversity of target audiences,
including people with a range of chronic diseases (cancer, diabetes, heart disease), disabilities and
injuries, their carers and family members. Michael’s research in these areas has provided valuable
insights for the development of programs and resources, including printed and electronic resources.
He has conducted research to inform the development of information services, including websites,
for people with a range of mental and physical disabilities and injuries, including projects for the
TAC, Worksafe, Cancer Council and others.
Michael has conducted several research projects that have focussed on health issues amongst
Indigenous Australians, including evaluations of anti-smoking campaigns in South Australia and NSW,
and research that provide insights for the development of heart health social marketing for the
Heart Foundation. During 2011-13 he conducted a process evaluation of the SA Health funded
Tackling Smoking Programs for CCSA.
Education and Affiliations
Michael first undertook a Bachelor of Arts degree at the University of Melbourne, majoring in
psychology and politics. He has since completed a Diploma of Applied Science (Naturopathy) from
the Southern School of Natural Therapies, and a Graduate Diploma in Applied Psychology from
Swinburne University.
Michael is a Member of the Australian Market & Social Research Society and a foundation member
of the Australian Association of Social Marketing.
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SOCIAL MARKETING CAMPAIGNS
Listed below is a sample of recent campaigns that the MMResearch team has contributed to.
Triggers (Quit Victoria, 2014). The Triggers campaign includes an animated ad which was the second positive advertisement produced by Quit Victoria. The ad targets smokers in the contemplation, preparation and action phases of the quitting process and aims to increase their confidence, motivation and ability to quit. The campaign focuses on the importance for smokers to recognise their own smoking triggers and come up with their own ways of dealing with them. (http://www.quit.org.au/staying-quit/triggers
Last Dance (Quit Victoria, 2013). This ad depicts a man dying of a smoking-caused disease during a tender moment with his wife as she cares for him during the final stages of his illness. Last Dance asks smokers to consider how smoking will affect them and their families. (http://quit.org.au/lastdance/)
The Wait (Quit Victoria 2012). Set in a doctor’s waiting room, this ad depicts the agonising anxiety of a smoker’s wait for test results. The ad aims to motivate smokers to quit now to avoid consequences they could regret forever.
Live Lighter (Heart Foundation WA, Cancer Council Victoria, 2012). The Live Lighter campaign is a breakthrough campaign in the field of weight management and health. The advertising component takes people on a confronting journey inside their own bodies to highlight the consequences of leading an unhealthy lifestyle, with a message about the health effects of toxic fat. The campaign was developed for WA Heart Foundation and Cancer Council WA, assisted by research insights from MMResearch. We have also tested the campaign for Victorian audiences. In WA the research included a specific focus on Indigenous Australians. (http://www.livelighter.com.au/)
The Dark Side of Tanning (Cancer Institute NSW, 2008-10). This campaign shows the dangers of tanning and that damage can happen to skin before it starts to show signs of burning, revealing the damage that occurs at a cell level and how this can lead to a deadly melanoma. The campaign challenges the belief that a tan looks healthy and prompts viewers to re-consider their sun protection behaviour. Research was conducted in several stages (exploratory, strategic and concept testing) with audiences throughout NSW. Subsequent years repeated the process to evaluate the concepts and assist in the production of new campaign directions. This campaign has subsequently been commissioned in other States, testifying to its effectiveness. (http://www.darksideoftanning.com.au/)
Wes Bonny (Cancer Institute NSW, 2010-11). The Wes Bonny Testimonial Campaign tells the true story of a 26 year young man who died of melanoma. Wes’ story demonstrates that melanoma does affect young people. It also acknowledges that people know how to protect themselves from the sun, they just need to be more vigilant about sun protection. Our research provided insights into the state of play after the successful Dark Side of Tanning campaign, and recommended that a testimonial approach was likely to address the lack of belief that serious forms of melanoma can affect young people. The subsequent picking up of this campaign by other States throughout Australia reflects its effectiveness and demonstrates the value of our research. (http://www.cancerinstitute.org.au/prevention-and-early-detection/public-education-campaigns/skin-cancer-prevention/wes-bonny-testimonial)
iCanQuit (Cancer Institute NSW, 2010). The iCanQuit Campaign demonstrates the value, importance and role of willpower in quitting smoking. Informed through research with NSW smokers this campaign challenges smokers to re-think their understanding of willpower and how they could use willpower if they were planning to quit. The television campaign was supported through the development of internet based support programs for smokers wanting to quit, the content, style and tone of which was also developed with insights from our research. Several stages of exploratory, strategic and concept testing research informed
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the campaign. (http://www.cancerinstitute.org.au/prevention-and-early-detection/public-education-campaigns/tobacco-control/icanquit)
‘I wish I could have my heart attack again’ (Heart Foundation, 2009). Michael Murphy conducted several stages of research, including exploratory and concept testing research, to inform the development of this campaign. The research included groups with the general population, those with heart disease risk factors and those who had previously had a heart attack. This research also included specific groups with people from Aboriginal And Torres Strait Islander background.
Separation (Cancer Council Victoria, Quit Victoria, 2008). This campaign depicts powerfully the personal and emotional impact that smoking-caused illnesses have on the lives of smokers' families, particularly their children. The campaign targeting parents who smoke, aims to encourage smokers to consider the potential impact of their loss on their children and use this as motivation to quit now. The advertisement was developed through several stages of exploratory, concept testing and finished ad testing research programs. The obvious sensitivity of the topic meant that careful consideration was required in development of the campaign, and our research was crucial in this process. (http://www.quit.org.au/media/article.aspx?ContentID=separation)
Never Give Up Giving Up (Quit Victoria, 2010-11). In a new approach not seen in Australia before, the campaign recognises the difficulties facing quitting smokers and is designed to build smokers' confidence to quit for good rather than focus on the negative effects of smoking.IT is based on research that reveals how much smokers do want to stop smoking, and supports and encourages smokers through the process. The campaign was informed by stages of exploratory and concept testing qualitative research. This campaign has also been developed Australia wide, demonstrating its utility. (http://www.quit.org.au/media/article.aspx?ContentID=never-give-up)
Meet Mick. (Quit Victoria, 2011). In a series of ads, 49-year-old former smoker and father Mick Roberts talks about living with emphysema and how the illness has affected him and his family.
Give Up Smokes for Good (Cancer Council SA, 2011-12). Give up smokes for good is a campaign supporting Aboriginal people in South Australia to quit smoking and to help Aboriginal people become healthier through simple actions like having smoke-free homes and cars. The campaign was sponsored by Health SA, Quit SA and Drug and Alcohol Services SA. Our research helped to evaluate the campaign through a series of group discussions and interviews with Indigenous people throughout South Australia.
Stickin it up the Smokes (Cancer Council SA, 2012). The Stickin' it up the smokes program encourages young Aboriginal women in South Australia to give up smoking during pregnancy to have healthier, stronger babies. This program was launched in March 2012 and aims to decrease smoking rates among pregnant Aboriginal women. It forms part of the Aboriginal Health Council of South Australia's Maternal health tackling smoking project. MMResearch conducted an evaluation of the campaign through a series of group discussions with young aboriginal women, including those who were pregnant and recent mothers in metropolitan and rural areas of SA. (http://www.ahcsa.org.au/news/2012-06/ahcsa-launches-new-stickin-it-up-the-smokes-campaign/)
Peace of Mind (Papscreen, Cancer Council Victoria, 2010). This campaign 'Peace of Mind' aims to increase awareness of the need for women to have regular cervical screening (Pap tests). The campaign encourages women aged 18-69 years to make an appointment for a Pap test every two years. The campaign acknowledges how awkward it can be for a woman to have a Pap test and compares having a Pap test to other awkward things women do. It also reinforces the need for women who have received the HPV vaccine to continue with regular Pap tests to protect against cervical cancer. The 'Peace of Mind' campaign was originally developed by the Cancer Council Victoria based on research that indicated embarrassment as a significant barrier to women participating in regular cervical screening. It has subsequently been picked up by other States.
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Don’t Just Sit There (Papscreen, Cancer Council Victoria, 2005). The 'Don't Just Sit There' campaign, originally developed by the Cancer Council Victoria in 2004, and subsequently picked up in other States has helped increase screening rates in several states across Australia, and the campaign has been acknowledged in advertising effectiveness awards. The number of Pap tests conducted in NSW during the 2007 campaign period increased by 21% in comparison to the same period in 2006. The commercial demonstrates the difference between the feeling of being uncomfortable during a Pap test and the feeling of being uncomfortable during the treatments of cervical cancer which could involve chemotherapy, radiotherapy and surgery. It also reinforces the need for regular Pap tests for women who may have been recently vaccinated against cervical cancer.
Other examples of earlier campaigns that Michael Murphy’s research contributed to include:
National Tobacco Campaigns 1996-2000 (Artery, Brain, Tumour, Eye, Lungs, Tar)
National Tobacco Health Warnings Campaigns 2006 (Gangrene/Amputation, Mouth Cancer)
Mick Roberts (2010-11, Quit Victoria)
If smoking was a friend (CINSW, 2007)
Which Disease (Cancer Institute NSW, 2006)
Stairway to Emphysema (CINSW, 2006)
Bubblewrap (2005 onwards, Quit Victoria, Cancer Institute NSW)
Voice Within (Quit Victoria, 2005)
Carotid (2005, Quit Victoria)
Sponge (10 years on)
Excuses (Quit Victoria)
Jack, Janet and Jenny campaigns (Quit Victoria, 2002)
Janet Sackman (Quit Victoria)
Gambler (Quit Victoria)
Dave (Quit Victoria, 2000)
Don’t Just Sit There (Papscreen, Cancer Council Victoria, 2005)
Uncomfortable (Papscreen, Cancer Council Victoria, 2010)
I wish I could have my heart attack again (2009, Heart Foundation)
Farmers' campaign (SunSmart, 2008-2012)
Clare Oliver: No Tan is Worth Dying For (SunSmart, 2008)
Tattoo/Killer Body Art (SunSmart, 2003-2004)
Leave Your Hat On (SunSmart, 1991-1992)
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CANCER SCREENING COMMUNICATIONS RESEARCH
MMResearch has extensive experience conducting qualitative research to inform the development of communications aimed at encouraging participation in cancer screening programs. A selection of recent projects that MMResearch has been involved in includes:
BreastScreen NSW – CINSW (2015). Conducted a series of group discussions and in-depth interviews to inform the renewal of invitation and reminder letters and information brochures.
BreastScreen NSW – CINSW (2014). Conducted two separate stages of qualitative research to inform the development of brand materials for BreastScreen NSW.
Cervical Cancer Screening - Cancer Council Victoria (CCV) and Victorian Cervical Cytology Registry (VCCR) (2014). Research to inform development of communications (letters, printed resources) to encourage participation in cervical screening program. This included testing of various versions of invitation letter and information about the human papilloma virus vaccine.
Bowel Cancer Screening – CCV (2014). Research with health professionals to inform the development of strategies and communicate to engage health professionals in encouraging participation in bowel cancer screening.
Bowel Cancer Screening – CINSW (2014). Research to inform the development of social marketing approaches to increase awareness of the importance of bowel cancer screening and to encourage participation in bowel cancer screening programs.
Cancer Screening - CCV and VCCR (2013). Research to provide an in-depth understanding of issues around screening in general, and to provide insights for the development of programs to address low screening rates in regional locations.
Screening Behaviours – Dept Health (Vic) and VCCR (2011). Consultation to design a program of research that will identify factors that contribute to low screening rates across breast, bowel and cervical screening programs, with the intention of informing an integrated approach to the promotion of screening behaviours.
Breast and cervical screen social marketing campaigns – CINSW (2007-11). As Director of Market Access, Michael Murphy was involved in several exploratory, strategy and concept testing research for breast screen and pap screen social marketing campaigns.
Cervical Cancer Screening - Cancer Council Victoria (2007-11). Research to inform development of advertising campaigns and other social marketing activities to increase cervical screening rates.
Bowel Cancer Screening - Cancer Council Victoria (2013). Research to inform the development of a messages and social marketing strategies to increase awareness of the importance of bowel cancer screening and to encourage uptake of the National Bowel Cancer Screening Program.
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MICHAEL MURPHY, PUBLICATIONS
Clarke V, Hill D, Murphy M, Borland R “Community based Fresh Start courses, February 1983-June 1988” Quit Evaluation Studies No. 5, 1989.
Hill D, Fawkes S, and Murphy M “Hospital based group smoking cessation programs” Aust Health Review, 1990, Vol 13. pp. 95-102.
Murphy B, Cockburn J, and Murphy M “Focus groups in Health Research”, Health Promotion Journal of Australia, 1992, Vol 2, pp 37-40.
Clarke V, Hill D, Murphy M, Borland R “Factors affecting the efficacy of a community based quit smoking program” Health Education and Research: Theory and Practice, 1993, Vol 8, No. 4, pp 537-546.
Reid C, Murphy B, Murphy M, Maher T, Ruth D and Jennings G “Prescribing medication versus promoting behavioural change: A trial of the use of lifestyle management to replace drug treatment of hypertension in general practice”, Behaviour Change, 1994, Vol. 11, No. 3, pp 177-185.
Murphy M and Mullins R “It’s no big deal, just something to do: Research on adolescent smoking using focus groups”. Quit evaluation Studies No. 7:1992-1993, 1995.
Murphy M “Drop a dress size by the weekend – Yeah, sure: A qualitative study of young women and the social and cultural influences on body image”, 1997, Body Image and Better Health Program, Victoria.
Murphy M, Mee V. “The impact of the National Tobacco Campaign on indigenous communities”. Australia’s National Tobacco Campaign Evaluation Report Volume One, Commonwealth of Australia, 1999.
Murphy M. “Access to Women’s Health Information: Issues for Opinion Leaders and Service Providers”. 2003, Women’s Health Victoria.
Murphy M, Murphy B. “Access to Women’s Health Information: A survey of Victorian Women as Information Seekers”. 2003, Women’s Health Victoria.
Murphy M, Murphy B, Kanost, D.. “Access to Women’s Health Information: A Literature Review of Health Professionals as Service Providers”. 2003, Women’s Health Victoria.
Murphy M, Murphy B, Kanost, D. “Access to Women’s Health Information: A Literature Review of Women as Information Seekers”. 2003, Women’s Health Victoria.
Kausman R., Murphy M., O’Connor T., Schattner P. “Audit of a behaviour modification program for weight management”. Australian Family Physician, Vol 32, No 1/2, 2003.
Clark E., Murphy M. “Focus Group Discussions: A guide to using them to investigate beliefs and attitudes to health and healthcare.” Australian Communication Quarterly: Acquiring Knowledge in Speech, Language and hearing, Volume 7, Number 3, 2005.
Wakefield, M., Durkin, S., Murphy, M., Cotter, T. “Pre-testing anti-smoking commercials: Process for the conduct of market research.” Cancer Institute NSW and The Cancer Council Victoria, September 2007.
Cotter T, Perez D, Dessaix A, Baker D, Murphy M, Crawford J, Denney J, Bishop JF. “Cancer and Lifestyle Factors.” Sydney: Cancer Institute NSW, December 2007.
Cotter T, Perez D, Dessaix A, Crawford J, Denney J, Murphy M, Bishop JF. “NSW Smokers’ attitudes and beliefs: Changes over three years.” Sydney: Cancer Institute NSW, February 2008.
Wakefield, M., Cameron, M., Murphy M. “Potential for smoke-free policies in social venues to prevent smoking uptake and reduce relapse: A qualitative study”. Health Promotion Practice. 2009 Vol. 10, No. 1, 119-127.
Dixon, H., Scully, M., Wakefield, M., Murphy M. “The prostate cancer screening debate: public reaction to medical controversy in the media”. Public Understanding of Science. 2009 Vol. 18, No. 1, 115-128.
Murphy, M., Wakefield, M., Durkin, S., Cotter, T. “Using market research for concept development of anti-smoking commercials.” 2010, Cancer Institute NSW.
Adamson E, Haynes K, Murphy M. Perceptions of liver cancer and hepatitis B in the Victorian Chinese community. Summary Report. Melbourne: Cancer Council Victoria, 2013.