Reggie Alston, VP of Qualitative Research, and Shirley Worthington, Development Specialist, at Ebony Marketing Systems recently contributed an article, “Qualitative Insights That Build Trust: Community-Driven Outreach on Tobacco and Substance Use in Colorado,” to the Fall Newsletter for QUALPOR*.
The Colorado Department of Public Health and Environment partnered with Ebony Marketing Systems and ICF to engage communities most affected by tobacco and substance use disparities. Focusing on cities like Denver and Pueblo, the project reached groups such as low-income adults, LGBTQ+ residents, and communities of color.
Trust was identified as both “the central barrier and the greatest opportunity for success.” Many participants were wary due to past research efforts that offered little visible benefit. To rebuild confidence, EMS relied on relationship-based outreach, direct engagement through trusted local organizations, and Spanish-language materials—leading to a 60% participation rate.
Community leaders emphasized that “mental health is at crisis levels,” and that substance use, chronic illness, and social inequities are deeply interconnected.
The study concluded that lasting impact requires “a shift from transactional data collection to transformational relationship-building.” Researchers must share results back with communities, use clear language, and demonstrate how findings lead to real change.
“Most importantly, engagement cannot end once data is collected. Communities want to see results returned to them in ways that are understandable and actionable. Hosting forums, providing plain language summaries, and demonstrating how findings influence policies and programs are all critical to building lasting trust. Over time, this shift—from transactional data collection to transformational relationship-building—will not only improve survey participation but also strengthen the partnership between public health institutions and the communities they serve.”
*QUALPOR advances the discipline of qualitative research within AAPOR by offering a forum in which AAPOR members can share best practices, exchange resources, and discuss new approaches to qualitative research design as well as ways to improve on the integrity of these designs along with the quality and usefulness of the outcomes.
Read the full QUALPOR Fall Newsletter, here.
