Crush Your FOFO: The results
In order to capture a data set from the public to help experts better understand what lies behind the Fear of Finding Out, we needed a tool that was easily accessible with low barriers to entry and importantly, which would be eye-catching and different to a typical health questionnaire. So AbbVie worked with Aardman (creators of Wallace & Gromit), Glitchers (award-winning game designers) and other Live:Lab experts to create ‘Crush Your FOFO’ - a fun, online, playful quiz incorporating quick-fire questions and game play, launched in February 2018.
Crush Your FOFO was played by 4,337 participants in the UK (England, Scotland, Wales and Northern Ireland) and it was completed in full by 3,220 participants to provide insights into the reasons behind the Fear of Finding Out.
Data collected from the quiz has since been collected and analysed by Live:Lab collaborator, Satalia, whose findings are outlined in this report, but it is open to further analysis from anyone with an interest in preventative health.
Importantly, this anonymous behavioural data captured by the quiz is open-data to allow others, particularly in the health industry, to further understand the underlying reasons why the British public may delay seeking medical advice for concerning health symptoms.
The report includes the key findings and themes identified in the anonymous data set, including:
- Gender – Females recorded higher levels of FOFO in comparison to males
- Age – Being in control of health was a lower priority for adults between 35 and 60
- Impact of FOFO – 15% of quiz participants said they would prefer not to know if they had a serious health condition – regardless of gender
- Reasons for delaying or avoiding medical advice – Anxiety about being examined was the most common reason for avoiding medical advice, with 25% of participants reporting that they have delayed seeing a doctor for this reason
- Responsibility – Over two-thirds of participants (67%) agreed with the statement ‘whatever my lifestyle choices, the NHS should always be there for me when I need it’. There seems to be no impact of age and/or gender on the answers to this question
- Priorities – There is a positive correlation between FOFO and the tendency to give priority to non-health factors, i.e. the more the participants value something other than their health, the greater their FOFO
- Control – There is a negative correlation between FOFO and control, meaning that participants who feel more in control of their health experience less FOFO (and participants who feel less in control of their health experience a greater FOFO)
The full report with the key insights from the data can be downloaded here. Alongside it you can also download the raw data files and accompanying notes , which will act as a guide on how to read the data.
Crush Your FOFO data by AbbVie is licensed under a Creative Commons Attribution 4.0 International License.