OMB Number: 0925-0643
Expiration Date: 10/31/2014
Introduction |
Hello. My name is ________ and I’m the moderator for tonight’s group. The main purpose of our discussion is to get your opinions about some health issues and campaign logos.
I have nothing to sell today. This is a consumer opinion project. I am a consultant and have been asked to lead our discussion tonight.
Feel free to make positive or negative comments about any of the things we’ll be discussing tonight. This is a free-flowing discussion and there are no wrong answers. I also want to assure you that I had nothing to do with creating the materials we’ll be looking at tonight. I will not be offended in any way by anything you say so please feel free to speak your mind.
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Disclosures |
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Guidelines |
II
In order to make this a useful research session, there are some
guidelines to follow:
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Permission |
At
any time you can excuse yourself to go to the restroom or to get
more food or beverages. I ask that only one person should be up or
about at a time. |
Self-Intros |
Before we get started, let’s introduce ourselves to each other. Let’s go around the room and tell us:
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Tonight
we’ll be talking about safe sleep for infants under 12 months
old. Your feedback will inform a campaign being implemented by the
Eunice Kennedy Shriver
National Institute of
Child Health and Human Development, or NICHD. To start, please take
a minute to try and visualize a safe sleep environment for an infant
of this age. What would this look like?
Probe:
What position
is the infant sleeping in?
What
is the infant wearing?
What is in the crib?
How does the
room feel in terms of temperature?
What organizations, institutions, or people do you rely on for information on safe sleeping?
Probe:
[If not
mentioned] How about the American Academy of Pediatrics (AAP)?
How
often do your parents/clients ask you about safe sleep?
Probe:
What kind of
questions do they ask?
What do you tell them?
What
have you heard about the AAP recommended sleep position?
Probe:
Should the baby
sleep on her back, side, or stomach?
Read:
AAP recommends
that infants sleep on their backs. Infants who sleep on their
stomachs are much more likely to die of SIDS than those who sleep on
their backs.
What
do you think will keep daycare providers from discussing that
recommendation?
Probe:
What would help
daycare providers discuss the recommendation?
What
have you heard about AAP recommendations related to co-sleeping or
bed sharing?
Probe:
Should an
infant sleep with its mother or caregiver in bed?
How about
with a parent or caregiver on the couch?
Read:
AAP recommends that parents keep the infant’s sleep area close to, but separate from, where they and others sleep. The infant should not sleep in a bed or on a couch or armchair with adults or other children, but he or she can sleep in the same room as his or her parents. If the mom brings the infant into bed with her to breastfeed, she should put him or her back in a separate sleep area, such as a bassinet, crib, cradle, or a bedside co-sleeper when finished.
What
do you think will keep daycare providers from discussing that
recommendation?
Probe:
What would help
daycare providers discuss the recommendation?
What
have you heard about AAP recommendations related to bedding, bumpers
or stuffed animals?
Probe:
Should an infant sleep with a blanket or a pillow?
Should
an infant sleep with any toys or stuffed animals?
Read:
The AAP
recommends that parents keep soft objects, toys, and loose bedding
out of the infant’s sleep area. They shouldn't use pillows,
blankets, quilts, sheepskins, and pillow-like crib bumpers in the
sleep area, and they should keep any other items away from their
infant’s face. If a parent uses a blanket, he/she should
place the baby with feet at the end of the crib. The blanket should
reach no higher than the baby's chest. The blanket should be tucked
under the crib mattress to ensure safety.
What
do you think will keep daycare providers from discussing that
recommendation?
Probe:
What would help
daycare providers discuss the recommendation?
[Only
if time allows] What
have you heard about AAP recommendations related to sleep
temperature?
Probe:
How warm should
the room be?
How
should the infant be dressed for sleep?
Read:
The AAP
recommends that parents do not let their infant overheat during
sleep. They should dress their infant in light sleep clothing, and
keep the room at a temperature that is comfortable for an adult.
What
do you think will keep daycare providers from discussing that
recommendation?
Probe:
What would help
daycare providers discuss the recommendation?
[Only
if time allows] What
have you heard about AAP recommendations related to pacifier
use?
Probe:
Should infants
sleep with or without a pacifier?
Read:
The AAP recommends that parents think about using a clean,
dry pacifier when placing the infant down to sleep, but they should
not force the baby to take it. (If the mother is breastfeeding her
baby, she should wait until her child is 1 month old or is used to
breastfeeding before using a pacifier.)
What
do you think will keep daycare providers from discussing that
recommendation?
Probe:
What would help
daycare providers discuss the recommendation?
We are considering different logos for a campaign to promote safe sleep for infants. We will present 3 logos and ask what you think of each one.
For each logo I’m going to ask you to assign each one a grade like in school, where “A” is the best and “F” is a failing grade. I’d like you to write down a grade for each logo I show you. After I have shown you all 3, we will go back and discuss each logo, one at a time. I’ll ask you to share the grade you gave each one as well as some of the reasons you gave each one the grade you did.
Show the first logo. Rotate order.
If you had to give this image a grade, like in school, where “A” is the best and “F” is a failing grade, what grade would you give this logo?
How
would you sum up in a few words your first impression of this logo?
Probe:
Do
you like it? Not like it?
What makes you say that?
How well does the image in this logo convey the idea of a safe sleep environment?
What do you think of the words—or tagline—underneath the image?
Probe:
Do the words go
with the image?
What,
if anything, would you change about this?
Probe:
Why?
Repeat questions 14 through 17 after each brand identity option.
After discussing each of the ideas, show the respondent all 3 ideas and ask the following questions.
Now
that you have seen all the logos, which IMAGE would you recommend
and why?
Now that you’ve seen all of these logos, which TAGLINE would you recommend and why?
What else should NICHD keep in mind as they develop educational materials for parents?
We appreciate your taking the time to participate in this interview. Thank you very much.
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File Type | application/vnd.openxmlformats-officedocument.wordprocessingml.document |
File Title | Back To Sleep Focus Groups Moderator’s Guide for Health Professionals (Nurses, Daycare Providers, Social Workers, Healthy Start |
Author | banksj |
File Modified | 0000-00-00 |
File Created | 2021-01-31 |