As part of its Tackling Diabetes Together programme, Public Health Wales commissioned Beaufort to explore what supports or makes it more difficult for people with Type 2 Diabetes (T2DM) to manage their condition and use diabetes-related health services. With rising rates of T2DM across Wales, the research aimed to gather meaningful insight that could help shape more effective support for people living with the condition.

We conducted in-depth one-to-one interviews with 50 adults living with T2DM and 15 healthcare professionals. We used a mixed approach to recruitment. To ensure that we included seldom-heard groups within the sample/those less likely to engage, we liaised with a range of stakeholders. We also used our RAS-accredited qualitative recruitment network in Wales. This combined approach helped us to reach a wide and diverse cross-section of people across Wales, including those living in deprived areas and ethnic minority participants.

The rich, qualitative insight gathered provided a window into the emotional, practical and social realities of living with diabetes, including the motivators that encourage engagement, and the barriers that can get in the way.

We collaborated closely with behavioural scientists at Public Health Wales throughout the project to frame the findings using the COM-B model and Behaviour Change Wheel. This behavioural lens helped uncover not only what people experience, but also how services might be improved to strengthen motivation, capability, and opportunity to manage the condition effectively.

Among the key findings were the importance of clear, tailored information, timely emotional support, and practical enablers such as appointment flexibility and awareness of available services. Encouragement from family and recognition from healthcare professionals also played an important role in keeping people engaged.

To help activate the findings, we spoke at a Public Health Wales conference about our experience applying behavioural science in research for this project. We also participated in a workshop on the subject.

Public Health Wales is using the insight to inform service development, communications and support pathways – helping ensure these better reflect the varied needs and realities of people living with T2DM. The client remarked on our ‘successful refinement of complex information into a useable and insightful output’.