Method Market research data help develop a three-dimensional view of communities. Below is a sample analysis that highlights Michigan’s low income families by counties (Figure 2). Figures 3 and 4 drill down to lower levels of geography displaying low income families by census track level for Kent County and the city of Grand Rapids. This information is then layered with low income families’ proximity to parks, physical fitness centers and recreation centers, convenience stores, and fast food restaurants. PrimeLocation, a mapping software application developed by Nielsen, was used to identify areas with a high proportion of families below poverty using data from the 2010 census. Bizfacts data were then added for business with the following standard industry classification (SIC) codes Fast Food Restaurants: ; Convenience Stores: Physical Fitness and Recreation Centers: , ,799700, , and Bizfacts data are obtained by Nielsen from several sources including the Bureau for Labor Statistics of the US Department of Labor. Results Using Market Research Technologies to Design Effective Public Health Interventions for Physical Activity, Nutrition, and Obesity Programs Steven Owens, MD, MPH, Elizabeth Traore, MPH, Johnnie (Chip) Allen, MPH, Rebecca Coughlin, MPH Directors of Health Promotion and Education, Ohio Department of Health and the Michigan Department of Community Health Conclusion With the use of market research data, DOHs are able to reach beyond low hanging fruit and more effectively target vulnerable populations in greatest need. Enhancing their ability to make data- driven decisions and plan more effective physical activity, nutrition, and obesity prevention public health programs focusing on social determinants of health and health equity. DHPE has worked with 10 states, the District of Columbia, and a tribal agency to provide them with access to market research data, give them skills to analyze and interpret these data, and provide technical support on how to use the information to improve data-driven decision-making. With fewer funds available to public health, it has become more important than ever to make the most out of every dollar. Market research data can help DOHs target populations more effectively and efficiently to ensure they are reaching those most in need. Discussion In Grand Rapids, MI, neighborhoods with the greatest percentage of families below the poverty level are clustered together. Analyses revealed 12 convenience stores and 45 fast food restaurants (including 3 McDonalds, 2 Burger Kings, and 19 pizza places) within a 2 mile radius. There were also 16 physical fitness/recreation centers in the area. However, additional analysis showed that individuals living this area are less likely to exercise at a gym or fitness center compared to individuals who live in other parts of Grand Rapids. This analysis demonstrates that this area has easy access to relatively cheap unhealthy foods, which is likely facilitating poor food choices and selections and promoting consumption of high caloric foods that can contribute to obesity. These data also demonstrate that there are not many parks and other free facilities where residents can exercise. However, there over 20 schools in the area that could potentially open their gym facilities to residents after hours. By examining the built environment within neighborhoods, Michigan Department of Community Health was able to highlight and address challenges that impeded communities from engaging in physical activity and making healthy food choices. This analysis can be further enhanced if programmatic information either from the Women, Infants, and Children Program (WIC) or Supplemental Nutrition Assistance Program (SNAP) program were included to look at distribution points and opportunities to promote healthy food choices in these neighborhoods Background The causes of obesity related to health disparities and health inequities are multi- faceted and complex. The inability to understand and respond to factors that determine health outcomes is often the result of the lack of data to properly characterize the problem, especially data related to different areas and levels of geography. Market research data and technology provide useful tools that can augment public health datasets to enhance data-driven decisions to address obesity, physical activity, and nutrition. Community-based organizations, local, state and territorial health departments customarily often do not have access to robust data sources and technology to characterize the social determinants of health overtime at local levels of geography. This in turn makes it difficult to respond to the dynamic nature of health disparities and health inequalities related to physical inactivity, food choices, food insecurity, and obesity. DHPE released a request for applications announcement to provide up to 12 health promotion and education units within state and territorial departments of health (DOHs) from across the country access to advanced training and robust market research data and analytic tools from Nielsen, Inc. Ten states and the District of Columbia’s DOH and a tribal agency were selected to receive access to market research technology. Two state DOHs that already had access to market research technology and datasets also received ongoing technical assistance. (Figure 1). Through Nielsen’s market research technology, grantees received access to several data sets including: Business Facts (Bizfacts) Tele Atlas North America (TANA) Boundaries, Roads, Highways, Landmarks Pop-Facts Demographics; from the 2010 US Census PRIZM profiles – Household Demographic Profiles PRIZM Profiles – Mediamark Research & Intelligence data PRIZM Profiles – Neighborhood Demographic Profiles Consumer Buying Power Retail Market Buying Power Examples of Other State Projects Highlights from some of the state DOH grantees include: Illinois supplied the Springfield Urban League and Illinois Stewardship Alliance with a food desert map of the east side of Springfield to support their USDA community food grant Provided Coordinated Approach to Children’s Health grantees a community profile of their school to help address Healthy People 2020 Goal PA-10: Increase the proportion of public and private schools that provide access to their physical activity spaces outside of school hours Michigan created maps for their state obesity summit illustrating the presence of food deserts in Michigan, highlighting both urban and rural areas. Creating community profiles of Muskegon and Oceana counties to highlight food and healthcare access, as well as the distribution of racial/ethnic minorities. Examined neighborhoods in Grand Rapids to access opportunities for physical activity Washington identified gaps in service delivery for the Supplemental Nutrition Assistance Program Figure 5. Percent of Families Below Poverty by Census Tract in Grand Rapids Figure 1. Figure 2. Percent of Families Below Poverty by County in Michigan Kent County Figure 3. Percent of Families Below Poverty by Census Tract in Kent County Grand Rapids Figure 4. Percent of Families Below Poverty by Census Tract in Grand Rapids Focus area for Figure 5