{"id":23227,"date":"2019-03-27T15:27:17","date_gmt":"2019-03-27T15:27:17","guid":{"rendered":"https:\/\/motivate-research.com\/?post_type=project&#038;p=23227"},"modified":"2019-07-12T01:30:38","modified_gmt":"2019-07-12T01:30:38","slug":"insider-insight-alzheimers","status":"publish","type":"project","link":"https:\/\/motivate-research.com\/project\/insider-insight-alzheimers\/","title":{"rendered":"Insider Insight: Why people don\u2019t get screened for Alzheimer&#8217;s"},"content":{"rendered":"<p>[et_pb_section bb_built=&#8221;1&#8243; admin_label=&#8221;Company logo&#8221; _builder_version=&#8221;3.19.12&#8243; background_image=&#8221;https:\/\/motivate-research.com\/wp-content\/uploads\/2019\/03\/CASE-STORY-Copy-4.jpg&#8221; custom_padding=&#8221;100px||50px|&#8221; next_background_color=&#8221;#ffffff&#8221; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;1080px&#8221;][et_pb_row use_custom_width=&#8221;on&#8221; custom_width_px=&#8221;1171px&#8221; _builder_version=&#8221;3.19.12&#8243; width=&#8221;80%&#8221; max_width=&#8221;1171px&#8221;][et_pb_column type=&#8221;3_4&#8243;][et_pb_image src=&#8221;https:\/\/motivate-research.com\/wp-content\/uploads\/2019\/03\/InsiderInsight_AdCouncil.png&#8221; always_center_on_mobile=&#8221;off&#8221; _builder_version=&#8221;3.19.12&#8243; max_width_last_edited=&#8221;off|desktop&#8221; custom_padding=&#8221;25px|||&#8221; custom_padding_last_edited=&#8221;on|desktop&#8221; custom_css_main_element=&#8221;max-width:150px;&#8221; max_width=&#8221;75%&#8221;]<\/p>\n<p>[\/et_pb_image][et_pb_text admin_label=&#8221;Headline&#8221; _builder_version=&#8221;3.19.12&#8243; header_font=&#8221;Montserrat|700|||||||&#8221; header_font_size=&#8221;90px&#8221; header_3_font=&#8221;Montserrat|700|||||||&#8221; header_3_font_size=&#8221;66px&#8221; header_3_font_size_phone=&#8221;30px&#8221; header_3_font_size_last_edited=&#8221;on|phone&#8221; header_3_line_height=&#8221;1.5em&#8221; background_layout=&#8221;dark&#8221; inline_fonts=&#8221;Montserrat&#8221;]<\/p>\n<h3>Why Not? <br \/>Why people don\u2019t get screened for Alzheimer&#8217;s<\/h3>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_4&#8243;][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section bb_built=&#8221;1&#8243; _builder_version=&#8221;3.0.47&#8243; prev_background_color=&#8221;#000000&#8243; next_background_color=&#8221;#000000&#8243; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;1080px&#8221;][et_pb_row use_custom_width=&#8221;on&#8221; custom_width_px=&#8221;1171px&#8221; _builder_version=&#8221;3.19.12&#8243; width=&#8221;80%&#8221; max_width=&#8221;1171px&#8221;][et_pb_column type=&#8221;1_3&#8243;][et_pb_text admin_label=&#8221;The Question&#8221; _builder_version=&#8221;3.19.12&#8243; header_font=&#8221;|700|||||||&#8221; header_font_size=&#8221;90px&#8221; header_3_font=&#8221;|700||on|||||&#8221;]<\/p>\n<h3>The Question<\/h3>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;2_3&#8243;][et_pb_text _builder_version=&#8221;3.24&#8243; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; text_text_shadow_vertical_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_vertical_length_tablet=&#8221;0px&#8221; text_text_shadow_blur_strength=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_blur_strength_tablet=&#8221;1px&#8221; link_text_shadow_horizontal_length=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; link_text_shadow_vertical_length=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_vertical_length_tablet=&#8221;0px&#8221; link_text_shadow_blur_strength=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_blur_strength_tablet=&#8221;1px&#8221; ul_text_shadow_horizontal_length=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; ul_text_shadow_vertical_length=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_vertical_length_tablet=&#8221;0px&#8221; ul_text_shadow_blur_strength=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_blur_strength_tablet=&#8221;1px&#8221; ol_text_shadow_horizontal_length=&#8221;ol_text_shadow_style,%91object Object%93&#8243; ol_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; ol_text_shadow_vertical_length=&#8221;ol_text_shadow_style,%91object Object%93&#8243; ol_text_shadow_vertical_length_tablet=&#8221;0px&#8221; ol_text_shadow_blur_strength=&#8221;ol_text_shadow_style,%91object Object%93&#8243; ol_text_shadow_blur_strength_tablet=&#8221;1px&#8221; quote_text_shadow_horizontal_length=&#8221;quote_text_shadow_style,%91object Object%93&#8243; quote_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; quote_text_shadow_vertical_length=&#8221;quote_text_shadow_style,%91object Object%93&#8243; quote_text_shadow_vertical_length_tablet=&#8221;0px&#8221; quote_text_shadow_blur_strength=&#8221;quote_text_shadow_style,%91object Object%93&#8243; quote_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_text_shadow_horizontal_length=&#8221;header_text_shadow_style,%91object Object%93&#8243; header_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_text_shadow_vertical_length=&#8221;header_text_shadow_style,%91object Object%93&#8243; header_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_text_shadow_blur_strength=&#8221;header_text_shadow_style,%91object Object%93&#8243; header_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_2_text_shadow_horizontal_length=&#8221;header_2_text_shadow_style,%91object Object%93&#8243; header_2_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_2_text_shadow_vertical_length=&#8221;header_2_text_shadow_style,%91object Object%93&#8243; header_2_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_2_text_shadow_blur_strength=&#8221;header_2_text_shadow_style,%91object Object%93&#8243; header_2_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_3_text_shadow_horizontal_length=&#8221;header_3_text_shadow_style,%91object Object%93&#8243; header_3_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_3_text_shadow_vertical_length=&#8221;header_3_text_shadow_style,%91object Object%93&#8243; header_3_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_3_text_shadow_blur_strength=&#8221;header_3_text_shadow_style,%91object Object%93&#8243; header_3_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_4_text_shadow_horizontal_length=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_4_text_shadow_vertical_length=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_4_text_shadow_blur_strength=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_5_text_shadow_horizontal_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_5_text_shadow_vertical_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_5_text_shadow_blur_strength=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_6_text_shadow_horizontal_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_6_text_shadow_vertical_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_6_text_shadow_blur_strength=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=&#8221;1px&#8221; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; z_index_tablet=&#8221;500&#8243;]<\/p>\n<p><strong>Why don\u2019t people get screened for Alzheimer\u2019s?<\/strong><\/p>\n<p><strong>Background:<\/strong> <span style=\"font-weight: 400;\">Gearing up for a new initiative around Alzheimer\u2019s, the Ad Council held a focus group to understand some of the reasons why people don\u2019t get screened for Alzheimer\u2019s. Here are some of the assumptions they started with:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Knowledge is power; screenings are smart<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">It\u2019s advantageous to know how likely you are to get Alzheimer\u2019s<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If people better understood the screening process (cost, time, pain, etc.), they would do it<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">We conducted an Insider Insight project to compare our findings against those of the focus group. It was designed to be a gut check to quickly confirm what the Ad Council already thought they knew. We wanted to uncover the <\/span><i><span style=\"font-weight: 400;\">real <\/span><\/i><span style=\"font-weight: 400;\">reasons why people don\u2019t get screened for Alzheimer\u2019s. We were curious about what was happening in real-life conversations around Alzheimer\u2019s. And we wanted to know what pain points people thought a screening would resolve.<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_width=&#8221;on&#8221; custom_width_px=&#8221;1171px&#8221; _builder_version=&#8221;3.19.12&#8243; width=&#8221;80%&#8221; max_width=&#8221;1171px&#8221;][et_pb_column type=&#8221;1_3&#8243;][et_pb_text admin_label=&#8221;Method&#8221; _builder_version=&#8221;3.19.12&#8243; header_font=&#8221;|700|||||||&#8221; header_font_size=&#8221;90px&#8221; header_3_font=&#8221;|700||on|||||&#8221;]<\/p>\n<h3>Method<\/h3>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;2_3&#8243;][et_pb_text _builder_version=&#8221;3.24&#8243; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; text_text_shadow_vertical_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_vertical_length_tablet=&#8221;0px&#8221; text_text_shadow_blur_strength=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_blur_strength_tablet=&#8221;1px&#8221; link_text_shadow_horizontal_length=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; link_text_shadow_vertical_length=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_vertical_length_tablet=&#8221;0px&#8221; link_text_shadow_blur_strength=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_blur_strength_tablet=&#8221;1px&#8221; ul_text_shadow_horizontal_length=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; ul_text_shadow_vertical_length=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_vertical_length_tablet=&#8221;0px&#8221; ul_text_shadow_blur_strength=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_blur_strength_tablet=&#8221;1px&#8221; ol_text_shadow_horizontal_length=&#8221;ol_text_shadow_style,%91object Object%93&#8243; ol_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; ol_text_shadow_vertical_length=&#8221;ol_text_shadow_style,%91object Object%93&#8243; ol_text_shadow_vertical_length_tablet=&#8221;0px&#8221; ol_text_shadow_blur_strength=&#8221;ol_text_shadow_style,%91object Object%93&#8243; ol_text_shadow_blur_strength_tablet=&#8221;1px&#8221; quote_text_shadow_horizontal_length=&#8221;quote_text_shadow_style,%91object Object%93&#8243; quote_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; quote_text_shadow_vertical_length=&#8221;quote_text_shadow_style,%91object Object%93&#8243; quote_text_shadow_vertical_length_tablet=&#8221;0px&#8221; quote_text_shadow_blur_strength=&#8221;quote_text_shadow_style,%91object Object%93&#8243; quote_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_text_shadow_horizontal_length=&#8221;header_text_shadow_style,%91object Object%93&#8243; header_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_text_shadow_vertical_length=&#8221;header_text_shadow_style,%91object Object%93&#8243; header_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_text_shadow_blur_strength=&#8221;header_text_shadow_style,%91object Object%93&#8243; header_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_2_text_shadow_horizontal_length=&#8221;header_2_text_shadow_style,%91object Object%93&#8243; header_2_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_2_text_shadow_vertical_length=&#8221;header_2_text_shadow_style,%91object Object%93&#8243; header_2_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_2_text_shadow_blur_strength=&#8221;header_2_text_shadow_style,%91object Object%93&#8243; header_2_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_3_text_shadow_horizontal_length=&#8221;header_3_text_shadow_style,%91object Object%93&#8243; header_3_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_3_text_shadow_vertical_length=&#8221;header_3_text_shadow_style,%91object Object%93&#8243; header_3_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_3_text_shadow_blur_strength=&#8221;header_3_text_shadow_style,%91object Object%93&#8243; header_3_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_4_text_shadow_horizontal_length=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_4_text_shadow_vertical_length=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_4_text_shadow_blur_strength=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_5_text_shadow_horizontal_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_5_text_shadow_vertical_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_5_text_shadow_blur_strength=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_6_text_shadow_horizontal_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_6_text_shadow_vertical_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_6_text_shadow_blur_strength=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=&#8221;1px&#8221; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; z_index_tablet=&#8221;500&#8243;]<\/p>\n<p>Insider Insight 2-Week Sprint<\/p>\n<p><b><i>About Insider Insight:<\/i><\/b><span style=\"font-weight: 400;\"> With Insider Insight, brands can quickly tap into one-on-one conversations to understand what customers want from a product, brand, or service. Insider Insight is not a panel. It harnesses authentic, uncensored conversations between friends and family in all walks of life to get genuine insights. Insider Insight yields valuable, fresh takeaways quickly\u2014at low risk and low cost. It is effective for organizations of all sizes, at all stages, whether alone or in combination with other research methods.<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_width=&#8221;on&#8221; custom_width_px=&#8221;1171px&#8221; _builder_version=&#8221;3.19.12&#8243; width=&#8221;80%&#8221; max_width=&#8221;1171px&#8221;][et_pb_column type=&#8221;1_3&#8243;][et_pb_text admin_label=&#8221;Who We Talked To&#8221; _builder_version=&#8221;3.19.12&#8243; header_font=&#8221;|700|||||||&#8221; header_font_size=&#8221;90px&#8221; header_3_font=&#8221;|700||on|||||&#8221;]<\/p>\n<h3>Who We Talked To<\/h3>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;2_3&#8243;][et_pb_text _builder_version=&#8221;3.24&#8243; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; text_text_shadow_vertical_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; 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header_5_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_5_text_shadow_blur_strength=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_6_text_shadow_horizontal_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_6_text_shadow_vertical_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_6_text_shadow_blur_strength=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=&#8221;1px&#8221; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; z_index_tablet=&#8221;500&#8243;]<\/p>\n<p><span style=\"font-weight: 400;\">Each of our Insiders had a conversation with someone they know who: 1) has Alzheimer\u2019s present in their family history; and 2) who is old enough to consider how Alzheimer\u2019s might shape their own lives.<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section bb_built=&#8221;1&#8243; fullwidth=&#8221;on&#8221; _builder_version=&#8221;3.0.47&#8243; prev_background_color=&#8221;#000000&#8243; next_background_color=&#8221;#000000&#8243; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;1080px&#8221;][et_pb_fullwidth_image src=&#8221;https:\/\/motivate-research.com\/wp-content\/uploads\/2019\/03\/close-up-of-nurse-comforting-senior-man-on-home-PJN5GTM.jpg&#8221; _builder_version=&#8221;3.19.12&#8243;]<\/p>\n<p>[\/et_pb_fullwidth_image][\/et_pb_section][et_pb_section bb_built=&#8221;1&#8243; _builder_version=&#8221;3.19.12&#8243; background_color=&#8221;#000000&#8243; prev_background_color=&#8221;#ffffff&#8221; next_background_color=&#8221;#ffffff&#8221; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;1080px&#8221;][et_pb_row use_custom_width=&#8221;on&#8221; custom_width_px=&#8221;1171px&#8221; _builder_version=&#8221;3.19.12&#8243; width=&#8221;80%&#8221; max_width=&#8221;1171px&#8221;][et_pb_column type=&#8221;4_4&#8243;][et_pb_image src=&#8221;https:\/\/motivate-research.com\/wp-content\/uploads\/2019\/02\/Quotes-for-ININ-case-story.png&#8221; _builder_version=&#8221;3.24&#8243; max_width=&#8221;6%&#8221; max_width_phone=&#8221;10%&#8221; max_width_last_edited=&#8221;on|phone&#8221; module_alignment=&#8221;left&#8221; align_last_edited=&#8221;on|desktop&#8221; align_tablet=&#8221;center&#8221;]<\/p>\n<p>[\/et_pb_image][et_pb_text _builder_version=&#8221;3.24&#8243; text_text_color=&#8221;#ffffff&#8221; background_layout=&#8221;dark&#8221;]<\/p>\n<h2>Why Die Twice?<\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;3.24&#8243; text_font=&#8221;Montserrat||||||||&#8221; text_text_color=&#8221;#ffffff&#8221; text_font_size=&#8221;22px&#8221; text_font_size_last_edited=&#8221;on|&#8221; header_font=&#8221;Montserrat||||||||&#8221; 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Getting diagnosed with Alzheimer\u2019s was the first.\u201d<\/span><\/p>\n<p><span style=\"font-family: Montserrat; font-weight: normal;\">&#8211; Sandra, 49<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section bb_built=&#8221;1&#8243; _builder_version=&#8221;3.0.47&#8243; prev_background_color=&#8221;#000000&#8243; next_background_color=&#8221;#000000&#8243; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;1080px&#8221;][et_pb_row use_custom_width=&#8221;on&#8221; custom_width_px=&#8221;1171px&#8221; _builder_version=&#8221;3.19.12&#8243; width=&#8221;80%&#8221; max_width=&#8221;1171px&#8221;][et_pb_column type=&#8221;1_3&#8243;][et_pb_text admin_label=&#8221;Results&#8221; _builder_version=&#8221;3.24&#8243; header_font=&#8221;|700|||||||&#8221; header_font_size=&#8221;90px&#8221; header_3_font=&#8221;|700||on|||||&#8221; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; 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header_4_text_shadow_horizontal_length=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_4_text_shadow_vertical_length=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_4_text_shadow_blur_strength=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_5_text_shadow_horizontal_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_5_text_shadow_vertical_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_5_text_shadow_blur_strength=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_6_text_shadow_horizontal_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_6_text_shadow_vertical_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_6_text_shadow_blur_strength=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=&#8221;1px&#8221; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; z_index_tablet=&#8221;500&#8243;]<\/p>\n<p><span style=\"font-weight: 400;\">When it comes to Alzheimer\u2019s, knowledge isn\u2019t always power. Because there is no treatment or cure for Alzheimer\u2019s, most participants felt that the information gained in a screening would not be helpful and would make them worry unnecessarily. Once they understood why people were hesitant to undergo screening, the Ad Council was able to think about designing a new initiative to strategically reposition the screening.<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_width=&#8221;on&#8221; custom_width_px=&#8221;1171px&#8221; _builder_version=&#8221;3.19.12&#8243; width=&#8221;80%&#8221; max_width=&#8221;1171px&#8221;][et_pb_column type=&#8221;1_3&#8243;][et_pb_text admin_label=&#8221;Next Steps&#8221; _builder_version=&#8221;3.19.12&#8243; header_font=&#8221;|700|||||||&#8221; header_font_size=&#8221;90px&#8221; header_3_font=&#8221;|700||on|||||&#8221;]<\/p>\n<h3>Next Steps<\/h3>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;2_3&#8243;][et_pb_text _builder_version=&#8221;3.24&#8243; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; text_text_shadow_vertical_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; 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header_3_text_shadow_vertical_length=&#8221;header_3_text_shadow_style,%91object Object%93&#8243; header_3_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_3_text_shadow_blur_strength=&#8221;header_3_text_shadow_style,%91object Object%93&#8243; header_3_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_4_text_shadow_horizontal_length=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_4_text_shadow_vertical_length=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_4_text_shadow_blur_strength=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_5_text_shadow_horizontal_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_5_text_shadow_vertical_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_5_text_shadow_blur_strength=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_6_text_shadow_horizontal_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_6_text_shadow_vertical_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_6_text_shadow_blur_strength=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=&#8221;1px&#8221; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; z_index_tablet=&#8221;500&#8243;]<\/p>\n<p><span style=\"font-weight: 400;\">\u201cSo What, Now What?\u201d Workshop<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Design Sprint<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Idea Validation<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section bb_built=&#8221;1&#8243; specialty=&#8221;off&#8221; prev_background_color=&#8221;#000000&#8243; next_background_color=&#8221;#84c6bc&#8221; _builder_version=&#8221;3.19.12&#8243; custom_padding=&#8221;0px||0px|&#8221; background_color=&#8221;#ffffff&#8221; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;1080px&#8221; global_module=&#8221;23053&#8243;][et_pb_row global_parent=&#8221;23053&#8243; _builder_version=&#8221;3.19.12&#8243; width=&#8221;80%&#8221; max_width=&#8221;1080px&#8221;][et_pb_column type=&#8221;4_4&#8243;][et_pb_post_nav global_parent=&#8221;23053&#8243; _builder_version=&#8221;3.19.12&#8243; prev_text=&#8221;Previous Case Story&#8221; next_text=&#8221;Next Case Story&#8221; in_same_term=&#8221;on&#8221; title_font=&#8221;Montserrat|600|||||||&#8221; title_text_color=&#8221;#ff4c09&#8243; custom_margin=&#8221;0px|||&#8221; title_font_size_phone=&#8221;10px&#8221; title_font_size_last_edited=&#8221;on|desktop&#8221; \/][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section bb_built=&#8221;1&#8243; 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header_2_letter_spacing=&#8221;1px&#8221; header_2_line_height_phone=&#8221;40px&#8221; header_2_line_height_last_edited=&#8221;on|phone&#8221;]<\/p>\n<h2 style=\"text-align: center;\"><span style=\"font-size: xx-large;\"><strong>Ready to Collaborate?<\/strong><\/span><\/h2>\n<p>[\/et_pb_text][et_pb_button admin_label=&#8221;Button (links to ININ Form)&#8221; global_parent=&#8221;23180&#8243; button_url=&#8221;https:\/\/motivate-research.com\/insider-insight\/#learnmore&#8221; button_text=&#8221;Contact Us&#8221; button_alignment=&#8221;center&#8221; _builder_version=&#8221;3.19.12&#8243; custom_button=&#8221;on&#8221; button_text_size=&#8221;18px&#8221; button_border_width=&#8221;1&#8243; button_border_color=&#8221;#ffffff&#8221; button_border_radius=&#8221;0&#8243; button_font=&#8221;Montserrat|500||on|||||&#8221; button_text_size_last_edited=&#8221;on|desktop&#8221; background_layout=&#8221;dark&#8221; custom_padding=&#8221;0px||0px|&#8221; custom_margin=&#8221;-16px||-2px&#8221; \/][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section bb_built=&#8221;1&#8243; _builder_version=&#8221;3.19.12&#8243; background_color=&#8221;#000000&#8243; custom_padding=&#8221;||0px|&#8221; prev_background_color=&#8221;#84c6bc&#8221; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;1080px&#8221; global_module=&#8221;22660&#8243;][et_pb_row global_parent=&#8221;22660&#8243; use_custom_width=&#8221;on&#8221; module_class_2=&#8221;footmenu20&#8243; _builder_version=&#8221;3.19.12&#8243; custom_width_px=&#8221;1171px&#8221; width=&#8221;80%&#8221; max_width=&#8221;1171px&#8221;][et_pb_column type=&#8221;1_2&#8243;][et_pb_image global_parent=&#8221;22660&#8243; src=&#8221;https:\/\/motivate-research.com\/wp-content\/uploads\/2019\/02\/Motivate-Logo-Website.png&#8221; _builder_version=&#8221;3.19.12&#8243; module_alignment=&#8221;left&#8221; custom_margin=&#8221;-20px||&#8221; module_class=&#8221;kipper&#8221; align_last_edited=&#8221;on|desktop&#8221; align_tablet=&#8221;center&#8221; \/][et_pb_code global_parent=&#8221;22660&#8243; module_class=&#8221;feetdontfail&#8221; _builder_version=&#8221;3.19.12&#8243;]<\/p>\n<table><!-- [et_pb_line_break_holder] --><\/p>\n<tbody>\n<tr><!-- [et_pb_line_break_holder] --><\/p>\n<td><a href=\"\/services\/\">Services<\/a><\/td>\n<p><!-- [et_pb_line_break_holder] --><\/p>\n<td><a href=\"\/insider-insight\/\">Insider Insight\u2122<\/a><\/td>\n<p><!-- [et_pb_line_break_holder] --><\/tr>\n<p><!-- [et_pb_line_break_holder] --><\/p>\n<tr><!-- [et_pb_line_break_holder] --><\/p>\n<td><a href=\"\/case-stories\/\">Clients<\/a><\/td>\n<p><!-- [et_pb_line_break_holder] --><\/p>\n<td><a href=\"\/we-are-insiders\/\">Insider Collective<\/a><\/td>\n<p><!-- [et_pb_line_break_holder] --><\/tr>\n<p><!-- [et_pb_line_break_holder] --><\/p>\n<tr><!-- [et_pb_line_break_holder] --><\/p>\n<td><a href=\"\/people-culture\/\">People + Culture<\/a><\/td>\n<p><!-- [et_pb_line_break_holder] --><\/p>\n<td><a href=\"\/2-week-sprint\/\">2-Week Sprint<\/a><\/td>\n<p><!-- [et_pb_line_break_holder] --><\/tr>\n<p><!-- [et_pb_line_break_holder] --><\/p>\n<tr><!-- [et_pb_line_break_holder] --><\/p>\n<td><a href=\"\/youx\/\">YouX\u2122<\/a><\/td>\n<p><!-- [et_pb_line_break_holder] --><\/p>\n<td><a href=\"https:\/\/uxhires.com\/\">UX Hires<\/a><\/td>\n<p><!-- [et_pb_line_break_holder] --><\/tr>\n<p><!-- [et_pb_line_break_holder] --><\/p>\n<tr><!-- [et_pb_line_break_holder] --><\/p>\n<td><a href=\"\/contact\/\">Contact<\/a><\/td>\n<p><!-- [et_pb_line_break_holder] --><\/p>\n<td><a href=\"\/thing-about-swings\/\">The Thing About Swings<\/a><\/td>\n<p><!-- [et_pb_line_break_holder] --><\/tr>\n<p><!-- [et_pb_line_break_holder] --><\/tbody>\n<\/table>\n<p>[\/et_pb_code][\/et_pb_column][et_pb_column type=&#8221;1_4&#8243;][et_pb_text global_parent=&#8221;22660&#8243; 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All rights reserved<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_4&#8243;][\/et_pb_column][et_pb_column type=&#8221;1_4&#8243;][\/et_pb_column][\/et_pb_row][et_pb_row global_parent=&#8221;22660&#8243; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; background_size=&#8221;initial&#8221; width=&#8221;80%&#8221; max_width=&#8221;1080px&#8221;][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why Not? Why people don\u2019t get screened for Alzheimer&#8217;s The Question Why don\u2019t people get screened for Alzheimer\u2019s? Background: Gearing up for a new initiative around Alzheimer\u2019s, the Ad Council held a focus group to understand some of the reasons why people don\u2019t get screened for Alzheimer\u2019s. 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