Man up in the Kitchen

Australian men #ManUpInTheKitchen – Using social media to drive data collection

Outside of the research setting, data collection might seem difficult, and stand in the way of dietitians conducting their own research. But social media is a unique channel for data collection as it is cost effective, has broad reach, and can be targeted demographically. As part of our Australia’s Healthy Week campaign in 2016, the team at DAA used social media platforms (Facebook, Twitter, Instagram) and some pre-planned digital advertising to collect data about Australian men and their cooking habits.

A prize was offered as an incentive, and the hash tag #ManUpInTheKitchen was used to create engagement online. Participants (n=811) responded to three questions through an electronic survey, detailing the number of times they cook per week, how much they like cooking, and an open question about what they like to cook.

  • More than half (57 percent) reported cooking between two and five times a week
  • 13 percent reported cooking more than eight times a week
  • 73 percent report liking cooking ‘a lot’
  • Only 13 percent reported ‘disliking’ or ‘disliking a lot’

There was a moderate link (r= 0.36;p<0.05) between the number of meals cooked per week and ‘liking’ cooking. Even those who disliked cooking provided an example of a meal that they like to cook, although those who ‘liked’ cooking the most described more complex meals than those who didn’t. Social media was an effective tool in gathering responses from the target group and could be a useful method for dietitians to gather data for research or health promotion campaigns.

In 2016 we asked Australian fathers what they liked to cook through our #DadsInTheKitchen promotion. Stay tuned for the results from this survey, which will be shared for Australia’s Healthy Weight Week in 2017 (13-19 February 2017).