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Mrs ALEXANDRA RHODES
Mrs ALEXANDRA RHODES profile picture
Appointment
  • Student
  • Institute of Epidemiology & Health
  • Faculty of Pop Health Sciences
Biography
Before embarking on this PhD, Alex had a long career as a commercial qualitative researcher. She set up and ran for many years Directions (Research & Marketing) Ltd. Clients were primarily large, blue-chip manufacturers and retailers of consumer goods and services but also included Government agencies and charities. She has conducted consumer insight research for Best Beginnings since 2010, helping to develop the original Baby Buddy app as well as numerous resources that are now nested within the app.
Research Summary


Developing an app-based intervention to encourage and support expectant parents to establish healthier dietary and physical activity habits.  


Pregnancy is a significant life change which can prompt the re-evaluation of health behaviours. A healthy eating and physical activity intervention targeting expectant couples could help to reduce rates of excessive gestational weight gain and build better lifestyle behaviours for pregnancy and family life. The intervention will draw on habit theory and the COM-B model of behaviour change and use a person-based approach in its development. It will sit within Baby Buddy, the free, NHS-approved pregnancy and parenting app from UK charity Best Beginnings.

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