Independent Research on Midwives Recommendation.
Research on supplement brand recommendation was carried out by Bounty Healthcare Network*
Methodology and sampling
Date was collected by Bounty Health Network, an organisation that conducts extensive training and research with midwives who focus on pre & postnatal care. A survey of closed questions was conducted by a Bounty Health Network Adviser, face to face with midwives and completed in the presence of the advisor. The survey took place in the field at health centres and hospitals.
Target Sample Size: 1000 Midwives
Achieved Response: 1004 Midwives
Key Results
- The majority of midwives recommend a supplement during pregnancy
- Of those expressing a recommendation, Pregnacare is by far the brand most commonly cited
- Pregnacare Plus was the specific brand midwives recommended most frequently as a source of Omega 3
- The majority of midwives surveyed felt that a supplement was important or very important throughout pregnancy (not just the first 12 weeks)
Additional findings:
*Research was conducted in January 2008 independently by the Bounty Healthcare Network. Questionnaires were distributed at the beginning of midwife training sessions, without any Pregnacare information or branding present at any time during the session. The research questionnaires were completed and returned to the session administrator by hand. Training took place nationwide and included England, Scotland, Wales and Northern Ireland. The target sample was 1,000 questionnaires which was obtained from midwives attending such sessions, with an even spread across the UK. The midwives would not be aware or made aware that VB commissioned these research questions.
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