. 2011 May 28;2(3):135–146. doi: 10.1007/s12687-011-0048-y

Table 1.

Overview of themes and subthemes obtained from customers’ stories regarding direct-to-consumer genome-wide testing

Theme 1: health-related motivations and expectations^a

Subtheme 1.1: to address concerns for certain diseases

Subtheme 1.2: to improve the quality of health and to live longer

Subtheme 1.3: to learn about medical history

Theme 2: motivations and expectations related to curiosity and fascination^b

Subtheme 2.1: curiosity and fascination about the technology

Subtheme 2.2: curiosity and fascination about genetic information generated and learning about genetics/genomics

Theme 3: genealogy-related motivations and expectations^b

Theme 4: motivations and expectations related to participation in or contributing to research

Theme 5: recreation-related (non-genealogy) motivations and expectations

^athe predominant theme obtained from customer stories found on company websites

^bthe predominant themes obtained from customer stories found on non-company websites