The Silent Majority: Limited Health Literacy Participants Missing from Market Research

Abstract

Market researchers are used to asking questions. It is their job to query and probe “to gather information about markets or customers” (McQuarrie, 2016), but how adept are they at turning those questions inward? Have health care-related market researchers synthesized what is currently known about health literacy to inform their study designs or their participant recruitment goals?

Keywords

• market research
• health literacy