• Nina J Berry, Margie Danchin, Lyndal Trevena, Holly O Witteman, Paul Kinnersley, Tom Snelling, Penelope Robinson, and Julie Leask.
• Sydney School of Public Health, Sydney Medical School, University of Sydney, NSW 2006, Australia. Electronic address: Nina.Berry@sydney.edu.au.
• Vaccine. 2018 Oct 22; 36 (44): 6480-6490.

IntroductionThe SKAI (Sharing Knowledge About Immunisation) project aims to develop effective communication tools to support primary health care providers' consultations with parents who may be hesitant about vaccinating their children.AimThis study explored parents' communication needs using a qualitative design.MethodsParents of at least one child less than five years old were recruited from two major cities and a regional town known for high prevalence of vaccine objection. Focus groups of parents who held similar vaccination attitudes and intentions were convened to discuss experiences of vaccination consultations and explore their communication needs, including preferences. Draft written communication support tools were used to stimulate discussion and gauge acceptability of the tools.ResultsImportant differences in communication needs between group types emerged. The least hesitant parent groups reported feeling reassured upon reading resources designed to address commonly observed concerns about vaccination. As hesitancy of the group members increased, so did their accounts of the volume and detail of information they required. Trust appeared to be related to apparent or perceived transparency. More hesitant groups displayed increased sensitivity and resistance to persuasive language forms.Copyright © 2017 Elsevier Ltd. All rights reserved.

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