Case Study

Arizona Department of Health Services

The Arizona Department of Health Services (AZDHS) mission is to promote, protect, and improve the health and wellness of individuals and communities in Arizona by regularly providing health resources and information to Arizona residents that align with these objectives. In response to the global COVID-19 pandemic, AZDHS approached OH Predictive Insights (OHPI) with the challenge to accurately understand Arizonans concerns surrounding the Coronavirus situation as well as identify the willingness or reluctance to take a vaccine among Arizonans. 

OHPI worked closely with AZDHS to design a research program to gauge the degree of concern for the current and future of the COVID-19 issue, willingness or reluctance to take a vaccine, and to measure the effectiveness of AZDHS’s messaging to general population Arizonans (18+ y.o.). The research plan focused on identifying the perceptions and opinions among key demographics and geographics so that AZDHS could gain insights that identify opportunities on how to most effectively interact, inform, and support the health of Arizonans in the midst of the pandemic and as vaccines become available. OHPI fielded the surveys among a target audience to capture data that was relevant and significant to AZDHS. 

Our Process

 Discovery– We spent time talking with AZDHS to understand their goals and objectives, budget and timeline, and determine which of our services would be the most powerful route to achieve the goals laid out for us.

Design– OHPI crafted actionable survey questions and tailored a research plan to fit the needs of AZDHS. For this project, we carefully structured our methodology to answer the big questions at hand: What are the key demographics of those most and least concerned with COVID and where are these Arizonans located? How willing or reluctant are they to taking a vaccine once available? What kind of messaging resonates best with what audience? We put in the time and effort to ensure we would reach the right audience, ask the right questions, and collect ample data.

Field– After working closely with AZDHS to finalize survey scripts, we deployed the project in November of 2020. OHPI diligently provided regular updates to ensure smooth and accurate fieldwork with a complete and relevant sample of the target audience.

Analyze– Our expert team of Data Analysts extracted all the data and aggregated the most important and interesting findings from our sample. Statistical analysis of the survey results allowed us to identify the following for AZDHS: 

  • Key demographics and regions of general population Arizonans (18+ y.o.) who were most/least concerned with the Coronavirus situation 
  • Willingness/reluctance to taking a vaccine among key demographics and regions once available  
  • Messaging impact among key demographics regarding willingness to take a vaccine 

These insights allowed OHPI to identify areas of opportunity and provide actionable suggestions for AZDHS based on the data.

Report– We curated reports and deliverables including a Presentation Deck containing actionable insights and intricate breakdowns visualized in a digestible format. With these reports we were able to answer AZDHS’s questions and identify key opportunities to optimize their success in encouraging and maintaining the health and wellness of Arizonans in light of the COVID-19 pandemic. 


As OHPI analyzed the opinions and perceptions of general population Arizonans (18+ y.o.), our evidence offered insights that our expert team of data analysts translated into actionable suggestions to best address the pain points of AZDHS. The insights that the data from our research provided aided OHPI in guiding the strategic decisions of AZDHS in regard to the most impactful messaging for encouraging the health and wellness of Arizonans with answers to the following questions: