Follow the evidence: using research to support health and wellbeing

In recent years, the conversation around health and wellbeing has evolved, shedding light on the unique challenges faced by various communities. One such group is farmers and crofters who work in an industry marked by isolation, financial uncertainty and physical strain – all factors that can take a heavy toll on health and wellbeing. As awareness grows, so too does the role of research in supporting efforts to address these challenges.

In many industries, consultants and researchers play a vital role in helping organisations adapt to changing conditions and attitudes. However, for communities like farming and crofting, these outside experts are often met with scepticism. It’s easy to understand why – too often consultants parachute into rural areas, offer whirlwind advice, and then disappear, leaving little lasting impact.

Our work with Farmstrong goes beyond just gathering data; it’s about understanding the emotional and cultural landscape, amplifying the voices of those affected, and helping Farmstrong to develop strategies that truly make a difference.

Following on from the baseline research conducted prior to the programme launching, this next phase of research is being launched at the end of September 2024. This involves an online survey that can be access through a link or QR code, and a paper survey (with a Freepost reply option) which is being distributed across Scotland at auction marts, agricultural events and a selection of suppliers that are relevant to agriculture. In designing the survey, we have sought advice from farmers and crofters. They have helped us with the right question terminology, pointed out where we can cut the words down, and suggested ways to make the survey as easy to complete as possible. The aim is to reach as many people involved in Scotland’s farming and crofting industry as we can, so that our findings can be trusted.

Once the survey findings have given us a clearer picture of the health and wellbeing landscape, we will move on to qualitative research – online discussions that will allow us to engage directly with farmers and crofters to hear their stories. This human-centred approach will hopefully allow us to only uncover the more obvious stressors, but also any less visible ones.

This project with Farmstrong builds on Scotinform’s experience within the wellbeing sector. Over the years we have worked with numerous organisations dedicated to understanding and improving the quality of life for communities. For Age Scotland, our Big Survey identified critical areas such as social isolation and mental health, and Scotinform’s final reports for 2021 and 2023 were cited as good practice in the Scottish Parliament. Likewise, with VOCAL (the Voice of Carers Across Lothians), we have helped shape carer support services by highlighting the emotional and practical challenges faced by unpaid carers. These collaborations exemplify how robust research can drive positive outcomes, ensuring services and support are tailored to those who need them most. More information about these projects can be found at Age Scotland Big Survey 2023 and VOCAL Unpaid Carers Surveys 2023.

In all our work, the common thread is the importance of research in shaping effective, evidence-based solutions. This project with Farmstrong is giving a voice to farmers and crofters, gathering data on their needs and turning that information into actionable strategies. As researchers, Scotinform are helping to bridge the gap between rural communities and health and wellbeing support networks. It’s a reminder that research can do more than just drive business growth – it can also be a catalyst for improving lives.

If you would like hear more information about Scotinform’s research, please contact Viv Key at viv.key@scotinform.co.uk