Tennessee Vaccine

Messaging Study
Phase One: Qualitative Summary
March 2021
OBJECTIVES

2
OBJECTIVES
• Identify public messaging tactics/words/images/influences to
overcome the barriers associated with those members of the
population who are rejecting or hesitant to receive the
COVID-19 vaccine.

• Treat each audience segment uniquely to ascertain any

3
METHODOLOGY

4
METHODOLOGY
PHASE 1: Platform:
Focus session participant configuration: Utilized a bulletin board format with the aid of artificial
intelligence (AI) to have a real-time conversation at scale
Adult residents of Tennessee with demographic with residents, across any device, anywhere they were.
configuration of:
The tool allowed us to organize the participants into
• Male/female mix (natural fallout) custom segments. Analyze the data to better understand
• White (75 participants) who they are, and what they know/believe/want. We
• Black/African American (16 participants) received answers straight from the people who matter
• Hispanic/Latino (5 participants) most – all specifically residents of Tennessee.

• Aged: 18+
• Annual HHI: <$10k+ (natural fallout) Mean: $50k-$75k
• Geography: represented urban, suburban and rural
areas of the state

• Number of participants: 96

5
 EXECUTIVE SUMMARY
OBSERVATIONS & KEY THEMES TO CARRY ON TO PHASE 2 (QUANTITATIVE)

6
EXECUTIVE SUMMARY
Observations
Urban, Rural,
Suburban, Conservative, Hispanic
When asked their willingness Black Black White White /Latino Total
to be vaccinated, the greatest
roadblock is with rural, Willing but not yet ready 43% 50% 17% 0% - 20%
conservative Whites. The
Black population is basically
willing but not yet ready or Unwilling but open to
14% 17% 24% 22% - 22%
need a little more assurance consideration
and the Hispanic/Latino
population is waiting to get
an appointment or need a Unwilling and will NOT
14% 17% 20% 33% - 18%
consider
little more assurance.

Just undecided 29% 17% 24% 22% 40% 26%

Willing but waiting to get

7
EXECUTIVE SUMMARY
Observations The top reasons for the hesitancy revolve around trust and safety issues.

Hispanic/Latino Black Urban, Suburban, Black White Rural, Conservative, White

Mostly because I feel there's not I'm not entirely sure it would be wise I'm not entirely sure it would be wise for me I do not trust most vaccines I am not sure of the necessity nor of
enough research and trials done over for me to take the vaccine. Not to take the vaccine. Not entirely safe when especially one that has not really the safety
a long period of time entirely safe when some people have some people have negative side effects, or been tested for some time. Long
negative side effects, or some have some have died from it. Not fully tested term effects ETC...
died from it. Not fully tested either either since there are not enough testing
since there are not enough testing results.
results.
I don’t know if I want to get it I want to see how others are affected first I don't think there has been enough I don’t think it is safe
research. You can't safely say that
over time there won't be side effects
when there hasn't been enough time
to know. And my entire family has
been exposed a couple times and
nobody ever got sick.
I want to see how others are affected Honestly and personally, I just don’t believe I am not sure of the necessity nor of I made it the entire time without
first in vaccinations and medicine. Whenever I the safety symptom one. Why would I put
become ill, I just push myself to be active something in my body to prevent a
until I heal. thing I'm not worried about?
Honestly and personally, I just don’t I am very willing to get the vaccine so I can I don't think the trials were long I feel the vaccine was rushed to get
believe in vaccinations and medicine. go to classes in person at my university and enough to get effective results. I out. They have been trying for years
Whenever I become ill, I just push so I don't have to wear masks anymore in have also heard many stories of to create a covid/sars vaccine and
myself to be active until I heal. public, but I need a bit more preparation people dying or contacting COVID have been unsuccessful. There hasn't
before I take it. I want to know which again after taking the vaccine been enough testing done to see
vaccine is the best to take out of the three. what the long-term effects may be.

I am very willing to get the vaccine so I would like for kids to have it first in order I feel like the studies were very There are to many conflicting reports
I can go to classes in person at my for me to know its safe rushed and I am unsure of the safety and the deaths already associated
university and so I don't have to wear and effectiveness of them. I also with it are a little concerning
masks anymore in public, but I need have a health condition that prevents
a bit more preparation before I take me from getting the flu vaccine so I
it. I want to know which vaccine is the am unsure how my body could react.
best to take
 EXECUTIVE SUMMARY
Observations The top perceived risks of getting vaccinated all revolve around the unknown – specifically around possible side
effects immediately and in the future.
Hispanic/Latino Black Urban, Suburban, Black White Rural, Conservative, White All
You can experience mild You can experience mild
adverse side effects just from adverse side effects just from
getting the shot alone but those getting the shot alone but those
That's the thing, long term we
are mostly accounted for. In are mostly accounted for. In Becoming severely ill from a
have no idea. Short term I've Uncertainty of immediate & Uncertainty of immediate &
extreme cases though, you extreme cases though, you reaction to the vaccine and not
read on death's, blood clots, long-term effects. long-term effects.
could have extremely bad could have extremely bad recovering from it
etc.
reactions that can threaten your reactions that can threaten your
life if the vaccine wasn't life if the vaccine wasn't properly
properly tested tested
Similar but less symptoms of The vaccine is so new, and it The vaccine is so new and it was
The unknown long term side Altering things I can not see The unknown long term side
actually having covid, I believe. was developed so quick how do developed so quick how do they
effects. now effects.
Nauseous, fever, aches, asthma. they know it is safe know it is safe
I'm not sure what they are but I'm not sure what they are but as
Allergic reaction, and
as far as I know; Death, sickness far as I know; Death, sickness The unknown side effects , Unknown long term health
unforeseen side effects down
and permanent organ (damage) and permanent organ short term and long term effects. Possible blood clots.
the road
are some. (damage)are some.
Possibility of unintended side
I am still unsure of the side Who really knows all the risks? I effects that occur after time has
The risk are having The risk are having effects and the trials are so new always am affected by these passed that no one is aware of
complications from it long term complications from it long term I don’t think we are fully aware things, so it is a risk to me that I because the vaccine is so new.
of them do not want to take. Complications with other
medical issues or medications.
For FDA approval of a vaccine,
it takes years of testing to see
what the long-term effects are.
The risk of passing away and no The risk of passing away and no These vaccines only have
Unknown long term side effects Unknown long term side effects
one to care for my child one to care for my child emergency use only. So I just 9
don't care to be the guinea pig
being tested to see what the
side effects will be.
EXECUTIVE SUMMARY
Observations
For those stating a fear of death, we ask which they are more afraid of?

Urban, Rural,
Hispanic Suburban, Conservative,
/Latino Black Black White White All
Death by
0% 43% 50% 42% 33% 41%
COVID
Death by
100% 57% 50% 58% 67% 59%
vaccine

General Themes

I’m afraid of unknown things going into my body

I am afraid of what they put into the vaccine. It hasn't been out long enough. It was rushed

Either way you contact it, it could be death, but the vaccine might be a bit safer

The covid death rate is known, the vaccine is not known

10
EXECUTIVE SUMMARY
Observations
• When asked about trust and preference of each of the three vaccines there was no real preference or trust
associated with the vaccines across all groups. The most common response was “I trust none of them.”

Which they trust the most Hispanic/Latino Black White Total

None 20% 17% 54% 47%

Johnson & Johnson 20% 33% 5% 15%

Any of them - 9% 14% 15%

Pfizer 60% 17% 10% 11%

Moderna and Pfizer equally - 7% 9% 8%

Moderna - 17% 8% 4%

• When asked if there was a preference they indicated: No preference, don’t want any of them 70%

11
EXECUTIVE SUMMARY
Observations
• Social pressure also is not playing a role in their decision. Only a few suggested that pressure was coming
from their place of employment.

• In relation to where they get information that they can rely on about a vaccine, the top answers across the
board were:
1. Personal observation, scientifically proven facts, people’s experiences, doctor’s opinion, news and
friends
2. CDC
3. Don’t seek information
4. Social media (friends or peer groups/like-minded people)

12
EXECUTIVE SUMMARY
Observations
If more of your friends and family received the vaccine, how do you believe that would influence your decision
on vaccination? (In rank order)
1. It wouldn't
2. Possibly for the better
3. No
4. It would not influence my decision.
5. No. I make my own decisions.
6. I would feel more confident receiving the vaccine.
7. It wouldn't influence my decision, but I would be concerned for them and the possible long-term side effects they
might experience someday.
8. No, I am my own person and do not play into peer pressure
9. My family has already received it but none of my friends. I have my own opinion and they cannot sway me either way.
I'm not getting it for now.

13
EXECUTIVE SUMMARY
Observations
• When considering who - person, people or institution(s) - they trust to provide reliable vaccine information
there was no firm answer except a broad lack of trust.
– Black and Hispanic populations would lean into family and those in the medical field they might trust
to be knowledgeable and aware of what the vaccines can do. Possibly their physician.
– The white respondents for the most part claim to trust NO ONE! Those that do trust would likely
listen to their physician, pharmacist, CDC and independent review boards

• Of those who indicated they would trust a medical professional, most indicated they have not spoken to
their physician about the vaccine.
– ”No, I have no desire to.”
– “No, because they wouldn’t tell me anything I don’t already know.”
– “No, because it’s still new.”
– “No, because I’m not interested in taking the vaccine.”

14
EXECUTIVE SUMMARY
Observations
• Only 25% believe that if enough people get vaccinated it will create herd immunity.

• There are basically no words being used today that would empower vaccination. It will take acceptable proof and
an understanding/acceptance of current research technology that all is safe with the vaccine. Short of that it will
be the assurance that comes after complete approval (not emergency approval) and “years of research to
document success.”

• In consideration of time to feel confident in the vaccine it all boils down to time…“5-10 years maybe. But I still
wouldn't get it because COVID most likely wouldn't harm me any more than the flu anyway.”

• Given four different phrases that might unleash a positive motivating response, the only one that showed any
promise was to appeal to a family love emotional trigger.
• “For the health of your loved ones.” 36%
• "So we can all get back to normal.” 18%
• "It will open up the economy faster with sustainability.” 12%
• "Because it's everyone's responsibility.” 12%
• None of the above 62% (80% of rural conservative whites)

15
EXECUTIVE SUMMARY
Observations
• Family and friends simply being vaccinated appears to have little or no influence in the
decision to vaccinate.

• In response to their trust in the clergy to encourage vaccination the encouragement would
fall on deaf ears. Surprisingly, they claimed it would have no impact.

• Given what we have learned so far, those that are unwilling will largely remain so. They need
to hear, with certainty, what the data shows, and current scientific methods, from a medical
research perspective, support safety for humans.

16
EXECUTIVE SUMMARY
KEY TAKEAWAYS
• The primary concern is the speed and haste with which the vaccines were tested and
developed.

• White, conservative rural Tennesseans are the least willing to accept the vaccine and seem to
have planted their heels in the sand.

• Lack of compelling information/data to unseat disbelief.

• High level of skepticism on messaging about the vaccine from even traditional reliable
resources.

• Community-based medical professionals have the highest degree of acceptance but are not
currently being tapped for information.

• Those unwilling basically fear the unknown and skeptical of those with an underlying agenda.

• Those that are willing but hesitant may just need to be nurtured with information and social
testimony.

17
WHAT’S NEXT?
Phase 2 - QUANTITATIVE STUDY
• Using what we have learned in the qualitative phase, we
are conducting an online quantitative study.
• The specifications are: – Number of participants: 1,000 (all counties)
– Adult residents of Tennessee with demographic
mix goal of: • Study will be in the field March 31 – April 6
• Male/Female mix (natural fallout)
• Age: 18+ (natural fallout) • Activity includes:
– Develop the survey instrument / Secure participant
• 77% White panel
• 15% Black/African American – This will yield a confidence level of 95% for the
• 8% Hispanic/Latino overall sample with an error rate of ±3.
– Data tabulation, Summarization, Analysis and a
• 29% <$25,000 report of the findings from both the qualitative and
• 26% $25k-$49,999 quantitative learnings
• 18% $50k-$74,999
• 11% $75k-$99,999
• 16% $100k+

18
THANK YOU

DESIGNSENSORYINTELLIGENCE.COM ©2021 Designsensory, Inc. dba Designsensory Intelligence.