• Vaccine Hesitancy

Vaccine Hesitancy

About This Project

Public health officials have struggled to convince large portions of the U.S. population of the safety and efficacy of the various COVID vaccinations available.  While the reasons for this hesitancy have been varied, one unfortunate cause has been the deliberate sowing of fear and misinformation by vaccination opponents.

 

Critica Science is a not-for-profit organization dedicated to developing tools for combating misinformation about science and health. Critica received a grant to develop better means to respond to the surge in misleading online discussions around vaccine safety.

Critica Science retained Fluent to conduct research among vaccine hesitant populations to explore the drivers of their hesitancy, their sources of trusted medical and health information, and the messages or influencers which might adequately assure them of the safety, efficacy, and value of vaccination.

Fluent conducted a series of in-depth group discussions with vaccine hesitant individuals. The discussions — held on-line and lasting several days – enabled exploration of the many different influences on vaccine attitudes and decision-making.

The research identified an interconnected set of perceptions and beliefs around the COVID vaccines. It also identified a formidable set of emotional, social, and cognitive barriers to vaccination.

 

The research enabled Critica Science to better understand the roots of vaccine hesitancy among various populations, and to develop more sophisticated tools of engagement and persuasion for vaccine hesitant individuals.

Category
Research