NRFU Copy Testing NRFU Copy Testing -- Discussion Guide

Discussion Guide

CENSUS 2010 RECRUITMENT CREATIVE DEVELOPMENT RESEARCH

FOCUS GROUP DISCUSSION OUTLINE

I. INTRODUCTION/WARM-UP (10 Minutes)

• Name, occupation other than census if any, marital/household status

• Where live, for how long?

• Explanation of procedure, observation, taping

II. DISCUSSION OF FAMILIARITY WITH CENSUS WORK (20 Minutes)

• What do you know about the US Census?

• Have any of you ever worked for the Census before? (should be none)

• Tell me what you think a Census job would involve.

• Is that appealing to you?

• The US Census Bureau will soon begin recruiting for census takers for the 2010 census. Would you be interested in participating?

III. RESPONSE TO CENSUS 2010 RECRUITMENT CREATIVE PLATFORMS (45 Minutes)

We’d like to get your reactions to a series of potential advertising ideas that are designed to encourage people like you to apply for jobs with the 2010 Census.

SHOW FIRST PLATFORM IDEA (ROTATE ORDER OF EXPOSURE)

• Please write down what you think is the main message being communicated. What are they trying to tell you?

• What’s your overall impression of this idea? (DO NOT PROBE)

• Now let’s talk about what you wrote down. What’s the main message being communicated? What are they trying to tell you?

• Who do you think this idea is trying to reach?

• Is the message they’re communicating meaningful to you? Why/why not?

• How clear is the message? Is there anything in it that you find hard to understand?

• Would this make you more or less likely to consider a census job? Why?

SHOW SECOND/SUBSEQUENT PLATFORM IDEA, REPEAT QUESTIONING SEQUENCE FOR EACH IDEA EXPOSED

RE-EXPOSE ALL IDEAS, AND ASK THE FOLLOWING

• Looking at all these ideas, which one approach does the best job of encouraging people to apply for jobs with the 2010 Census? (PROBE)

WRAP UP

THANK YOU VERY MUCH FOR YOUR PARTICIAPTION

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