Focus Group Feedback Provides Insight into Top Challenges

In October 2024, through global research consultant Avenue M Group, the Academy conducted focus groups with members and nonmembers to explore the challenges, goals and value received from the Academy and alternative resources. The key findings include:

Academy Opportunities for Consideration

• Continue to listen through quantitative and qualitative studies. Show actionable change based on the research.
• Consider other affordable membership options and assess resources that can/should be relevant to members.
• More educational materials, particularly free CE.
• Opportunities to collaborate with other groups and associations.
• Additional position statements and research papers.
• Presentation resources (including in multiple languages)
• Improve website user experience.
• Leverage value of DPGs.

Top Concerns to Address Regarding Pursuing a Career in Nutrition and Dietetics

• Master's degree requirement is perceived as creating a significant barrier to entering the field.
• Pay doesn't justify education costs and certification maintenance.
• Poor public awareness of the dietitian profession.
• Understaffing is a major problem that impacts day-to-day practice (e.g. difficult to fill open positions; high patient loads limit quality time with patients; staff shortages make continuing education and professional development hard to maintain).
• The perception that many people, including other health care professionals, hold negative views toward registered dietitian nutritionists.
• The public image of the profession is not strong.

The insights gathered from this feedback will help inform ongoing plans to create and deliver new or improved opportunities, bolster Academy membership and amplify the value of the nutrition and dietetics profession.