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Jennifer Berktold

Pronouns: She/Her

Principal Research Scientist
Jennifer’s work focuses on health communication message development and materials testing, social marketing campaign evaluation, and program evaluation.

Jennifer is a principal research scientist in the Public Health department at NORC with more than 20 years of experience in qualitative methods and survey research. She has designed and conducted more than 50 surveys on public affairs and health topics with general population, patients, youth, adults with chronic conditions, racial/ethnic minorities, and professional audiences, and more than 250 focus groups and over 200 in-depth interviews with general population, health care providers and other professional audiences, active duty military, and veterans. 

Jennifer’s work has included development of national surveys, cross-site program evaluations, and formative research and evaluation for communication campaigns. She led a multi-mode evaluation for How Right Now/Qué Hacer Ahora, CDC’s campaign to promote and strengthen the emotional well-being and resiliency of populations adversely affected by COVID-19–related stress, grief, and loss. She is technical lead of a multi-mode evaluation for CDC’s National Center for Immunization and Respiratory Disease to assess effective strategies to enhance adult immunization uptake. She directed a multimode survey of families of students in Bureau of Indian Education-operated and Tribally Controlled Schools to understand their experiences of distance learning during the 2020 - 2021 school year.

Jennifer has directed studies for FDA to assess consumer understanding of risks and benefits of prescription drug promotion, and she oversaw the development and fielding of FDA’s Food Safety and Nutrition Survey (FSANS), a multimode general population survey that provides statistically valid national estimates of food safety and nutrition knowledge, attitudes, and practices. She also led many projects for CDC’s Arthritis Program to evaluate the effectiveness of strategies to increase use of arthritis-appropriate evidence-based interventions. Jennifer has co-authored publications in the Journal of Health Communication, Health Promotion Practice, Public Health Reports, and Preventive Medicine Reports, among others. She has served as ad hoc reviewer for American Journal of Sociology; Health Promotion and Practice; and Journal of Health Communication. She has presented more than 20 papers at national conferences such as the American Association of Public Opinion Research, the American Evaluation Association, and the American Public Health Association.



University of Chicago


University of Chicago


University of California, Berkeley

Appointments & Affiliations

Member, Standard Definitions Committee | 2019 - Present

American Association for Public Opinion Research

Editorial Board | 2001 - 2003

American Journal of Sociology

Ad Hoc Reviewer

American Journal of Sociology

Ad Hoc Reviewer

Journal of Health Communication

Ad Hoc Reviewer

Health Promotion and Practice

Honors & Awards

University Fellowship | 1998 - 2002

University of Chicago

Project Contributions

Evaluation Training and Technical Assistance Center (ETAC)

Evaluation training, TA, and rigorous evaluations for DoD sexual assault prevention activities


Department of Defense (DoD)

How Right Now / Qué Hacer Ahora

A communication initiative to increase people’s resilience during the COVID-19 pandemic


Centers for Disease Control and Prevention and the National Foundation of the Centers for Disease Control and Prevention

Assessing Distance Learning for the Bureau of Indian Education

Understanding how best to reach and teach students who lack broadband service


Bureau of Indian Education

Network-Driven COVID-19 Prevention for Vulnerable Populations (RADx-UP)

Randomized control trials to evaluate network-based approaches to promote COVID-19 prevention


National Institute of Drug Abuse

COVID-19 Prevention Behaviors

Audience research to support tailored COVID-19 prevention messages and materials for people with disabilities


Centers for Disease Control and Prevention

Evaluating CDC’s Approaches to Enhancing Adult Immunization Uptake

A culturally responsive evaluation of CDC’s efforts to boost adult immunization uptake and advance equity


Centers for Disease Control and Prevention