Summary

IDEAFUND Co., Ltd., under commission from the Health and Global Policy Institute (HGPI), conducted a mixed methods research centered on cultural anthropological methodology. The purpose of the research was to deepen our understanding of the reality of vaccine hesitancy in Japan and to obtain guidelines for dealing with it.

This research was to explore “factors that inhibit vaccination” and “policies to promote vaccination” for vaccines in general. Additionally, because the research period (from November 2021 to February 2022) coincided with the COVID‑19 epidemic, the research themes were of interest to the general public as well as policymakers.

Based on a deep understanding of the psychology and factors behind vaccine hesitancy, we have contributed to our clients’ policy proposals by presenting various vaccine hesitancy factors and countermeasures.

Viewpoint

This research is intended to serve as a basis for policy proposals and needed to explore the deep psychology of what causes vaccine hesitancy and what measures can be taken to eliminate hesitancy feelings. Therefore, we used not only quantitative research but also various social scientific methods such as in-depth interviews by cultural anthropologists.

・Expert hearing
・Questionnaire survey
・MROC (Market Research Online Community) (1.)
・In-depth interview

1.  A Market Research Online Community, or MROC, is a consumer research tool wherein qualitative research is combined with online data gathering. By leading participants through various discussions and exercises, the researcher/administrator samples things like reactions to marketing efforts, brand attitudes, and even brainstorming with a group of people who are best poised to make a difference and return higher-quality data than an open online survey.

Research methodology

We confirmed the actual situation of vaccine hesitancy by interviewing individual experts and MROC, and then investigated the factors of vaccine avoidance by in-depth interviews.
Finally, we collected feedback on the research results through a group discussion-style expert review and determined the direction of the final report.

1. Expert hearing

   We interviewed experts(university professors of pediatrics, an international infectious disease specialist and a clinic director) about the reality of vaccine hesitancy in Japan and asked them to share their understanding of the current situation and what they think is the problem.
   We then examined the requirements for MROC screening and hypotheses in subsequent research.

2. MROC

   In advance, we conducted a questionnaire survey to recruit mainly people who are negative or skeptical about vaccines. Based on the results, we selected participants so that there would be no bias in the population (age, gender, etc.) of each prefecture and we created an online community.
   Through the exchange of opinions among participants about each person’s values and environment, we investigated the actual situation and cases of vaccine hesitancy.

3. In-depth interview

   Anthropologists conducted one-on-one interviews with MROC participants who tended to hesitate vaccines, and investigated what factors caused vaccine hesitancy, and what measures could be taken to eliminate hesitancy emotions.

4. Expert review

   We shared the analysis results based on Ⅰ. to Ⅲ. above at the expert meeting, received feedback from the perspective of each specialized area, and confirmed the accuracy of the research.

Contact info:
info@ideafund.co.jp