Attachment B- Audience and Market Matrix

ATTACHMENT B – AUDIENCE AND MARKET MATRIX

	East Region (New York, NY or Wash. D.C.)		South Region (Atlanta, GA or San Antonio, TX)		Midwest Region (Chicago, IL or Kansas City, MO)		West Region (Los Angeles, CA or San Diego, CA)
Audience	Urban	Rural	Urban	Rural	Urban	Rural	Urban	Rural
Food Stamp-Eligible, Nonparticipants (X groups) (As defined by Household Income, Number of People in Household)
General Market (Various Races, Ethnicities)				X	X		X
Hispanic (in Spanish)1	X (elderly)							X
Elderly (Various Races, Ethnicities)						X
African-American	X
FSP Current Participants (x groups)
General Market (Various Races, Ethnicities)	X
Hispanic (in Spanish)					X		X (elderly)
Elderly (Various Races, Ethnicities)			X
African-American			X
Subtotal	3		3		3		3
Total	12 focus groups

1 We propose using a Spanish-speaking moderator (and having a simultaneous translator in the viewing room to translate the discussion) for these focus groups. A FH/GMMB moderator will moderate the other, non-Hispanic groups with the exception of the African-American groups. We propose hiring a freelance African-American moderator with whom FH/GMMB has experience.