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A mother breastfeeding her baby

iFeed: User-centred development of an online and mobile phone intervention to support infant feeding choice and confidence to sustain breastfeeding and/or safe formula feeding


Medical Research Council

Total value of project


Project team

Dr Louise Moody (Coventry University), Susan Law (Coventry University), Professor Jeremy Dale (University of Warwick)

Project objectives

In order to improve public health we aim to improve the available information and behavioural support for infant feeding, and improve access to it via the web and smart phones since their use is becoming prolific. The main objective of this project is to develop a low cost, high reach intervention that can aid healthcare professionals in proactively delivering consistent, evidence based support to all mothers, in a format which is acceptable to all mothers, their partners and their clinicians, but particularly to those mothers least served by current services, without adding considerably to staff workload. Within this project we will:

  1. Conduct a needs assessment incorporating a review of existing smartphone and web-based interventions, and in-depth focus groups with clinicians, breastfeeding supporters and parents.
  2. Develop a prototype intervention specified in terms of behaviour change and technological components.
  3. Test the acceptability of the prototype intervention offered to parents alongside their usual care.
 Queen’s Award for Enterprise Logo
University of the year shortlisted
QS Five Star Rating 2023