Applying the 4Ps of social marketing to retain and engage participants in longitudinal cohort studies: generation 2 Raine study participant perspectives

Table 2 Positioning insights

Theme	Subtheme	Codes
Theme	Subtheme	*Active participants*	*Non-active participants*
Positioning	Connection to brand	Credibility Effort Longevity Raine family/cool club Bragging rights Badge of honour	No real sense of what the Raine Study is “all about”

ISSN: 1471-2288