Global trends of positive deviance research in public health: A bibliometric analysis (1976–2024)

Objective: The positive deviance approach is a community-based strategy that promotes behavioral and social change to improve health outcomes and demonstrates effectiveness even in resource-limited settings. Although the number of scientific studies on positive deviance has increased, comprehensive quantitative assessments of its overall trends remain lacking. This study conducted a bibliometric analysis to analyze global trends and key themes in positive deviance research within public health over the past 50 years (1976-2024). Methods: We used data from Scopus and Web of Science, examining publications including the term "positive devian*" alongside "public health" or "community health." The analysis covered articles and reviews published from 1976 to 2024. Additionally, we conducted descriptive analysis, network analysis, and thematic mapping. Results: We identified 319 publications in 219 journals in the studied period. Contributions were made from 45 countries, including 25 low- or middle-income countries (55.6 %). Notably, 106 papers (33.2 %) and 30 countries (66.7 %) involved international collaboration, with the United States leading in both productivity and collaboration. Thematic mapping indicated that high-income countries prioritized motor themes (well-developed, relevant thematic areas) such as "obesity" and "resilience" and emerging themes like "quality improvement" and "primary care." Conversely, lower-income countries focused on motor themes like "stunting" and "wasting" and emerging themes like "qualitative" research and "malaria." Conclusions: There is a rising global interest in positive deviance, as evidenced by increasing publication volume, participation from lower-income countries, and strengthened international collaborations. Focusing on underexplored themes could help shape the direction of future positive deviance research in public health.