Form Approved
OMB No. 0920-0840
Expiration Date 02/29/2016
0920-0840 Formative Research and Tool Development
Attachment 2h: Consumer Materials Testing In-Depth Interview Guide
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Attachment 2h: Consumer Materials Testing Interview Guide
Campaign Objective: To increase peoples’ general awareness of HIV, motivation to learn their HIV status, and knowledge of HIV prevention strategies.
Task Purpose: To test campaign materials developed based on findings from the message and concept testing research.
Data Collection
Setting: In-depth interviews (IDIs)/focus groups will take up to 1 hour. A trained interviewer will meet with the participant(s).
Transcription: We will audiotape the discussions. A note taker will take notes from behind a one way mirror. Some staff members from the CDC may also be observing online via computer. Standard measures for transcribing the discussions will be arranged.
I. Welcome
Thank you for coming here today. Your participation is very important. I’m _______ and I’m from RTI, a non-profit research organization. The Centers for Disease Control and Prevention (CDC) is sponsoring this research. The purpose of this interview/focus group is to hear your views and opinions on important health topics concerning HIV/AIDS. Your insights are very important to us and your time today is appreciated. We will have about 1 hour for our discussion.
Before we begin, I want to review a few ground rules for our discussion.
Most importantly, there are no right or wrong answers. We want to know your opinions and what you think about the issues we will be discussing. I do not work for the people who are sponsoring this research, so don’t hold back from giving me your honest opinions.
You have probably noticed the microphones in the room. They are here because we are audio taping. I want to give you my full attention and not have to take a lot of notes. At the end of our discussion, I have to write a report and will refer to the tape when writing the report.
Behind me is a one-way mirror. Some of the people working on this project are observing this discussion so that they can hear your opinions directly from you and take notes so that your opinions are accurately captured. However, your identity and anything you personally say here will remain secure to the extent allowable by law. Your name, address, and phone number, which only the facility knows, will not be given to anyone and no one will contact you after this interview is over.
There may be some sensitive questions asked during this discussion. If at any time you are uncomfortable with my questions, you can choose not to answer. Simply let me know that you prefer not to answer.
Be sure to only use first names during the discussion. Please do not use your last name. Also, if you bring up a friend or other person you know as an example in our discussions, please do not use their last name either. So, whenever you mention a name, it should only be a first name and never a last name.
Please turn your cell phone or beeper to vibrate or silent mode. The interview will last no more than 1 hour.
If you need to go to the restroom during the discussion, please feel free to leave, but please return as soon as possible.
Do you have any questions before we begin?
II. Warm-up
Before we begin our discussion, let’s spend a little time getting to know one another.
Please tell me your first name and an interesting fact about yourself.
III. Ad Mock-Ups
Interviewer will show one mock-up at a time, explaining to participants that these are meant to be (INSERT MEDIUM) in their neighborhoods. Ask same questions for each board.
Looking at the image, would you say it fits in with what they are trying to convey?
What is the main message of this illustration? What does it tell you?
Picturing this image on a poster, brochure, print ad, or other material, how likely is it that an image like this will help draw your attention and curiosity - that’s you personally, no one else.
For you, are there other images that might convey this idea better?
Assessing Accuracy & Clarity of Message
What does this say to you?
What does it make you want to do, if anything?
Does it make you want to [INSERT ACTION]?
What do you think of the headline?
What do you think of the picture/photo that is part of this board?
Can you relate to it?
Does the picture go with the headline on the board? Why or Why not?
Is there anything in particular that you would change about this board? What would you change?
Is one more likely than another to get your attention?
To make you think about it afterwards?
If yes, what is it about the one that “works” for you (or someone else you care for or take care of, such as a spouse/partner, child, parent, relative, or friend)?
What could be changed to make it more effective?
I am now handing out a sheet of paper that I would like you to use to indicate which of the [insert #] boards you liked the most and the least. There are two boxes on this sheet of paper. At the top of the paper is a box for the one you like the most and at the bottom is a box for the one you like the least. Please mark in those boxes the letter for the board that best fits that box.
Which of the [insert #] boards did you like most?
What did you like most about that board?
Which board did you like the least?
What about this board do you not like?
I am now handing out a sheet of paper that I would like you to use to rate the boards from 1(terrible) to 10 (fantastic). The names of the [insert #] boards are written on the paper. Which of the [insert #] boards did you rate the highest?
If you saw this advertisement and wanted to find out where you could get more information about [INSERT TOPIC] in your area, would you prefer to call a toll-free number or visit a Web site?
IV. Campaign Name and Logo Testing
Interviewer will show participants one logo/name combination at a time, explaining that these would go with materials used as part of a campaign, such as billboards, print ads, and brochures, while holding up a ad mock-up and demonstrating where the logo would be placed. The following questions will be repeated for each name/logo.
Now I would like you to look at some potential names and logos. The names and logos would be used with materials to promote HIV testing. We will look at these one at a time.
How would you sum up in just a few words your first impression of this name/logo? Do you like it? Not like it? What makes you say that?
What do you think of the name used here for the campaign?
Point to campaign name
How about the logo, what thoughts do you have about it?
Point to logo
Is there anything about the name and logo that you especially like? Don’t like?
After showing participants all [INSERT NUMBER] logos individually, interviewer will ask participants to rank their favorite using a tally sheet.
I am now handing out a sheet of paper that I would like you to use to indicate which of the [INSERT NUMBER] names/logos you liked the most and the least. There are two boxes on this sheet of paper. At the top of the paper is a box for the one you like the most and at the bottom is a box for the one you like the least. Please mark in those boxes the letter for the board that best fits that box.
Which of the names and logos do you like most?
I am now handing out a sheet of paper that I would like you to use to rate the names/logos from 1(terrible) to 10 (fantastic). The [insert #] names/logos are written on the paper.
Which of the [insert #] names/logos did you rate the highest?
What do you like about it?
V. Radio Messages
Next, I would like you to listen to some sample radio advertisements that are being developed as part of the campaign we have been discussing. These ads are not quite final. For example, the actors are not guaranteed to be the same actors in the final ads. I welcome all of your feedback to the ads, but in some cases, I may ask you to focus on the concept of the radio ad. I am going to play each radio ad once for you and then ask you some questions about it immediately after listening to it.
Okay, please listen.
Interviewer will play one of the [insert # of ads] radio ads, randomizing the order for each IDI/focus group. The following questions will be repeated for each radio message.
Assessing Accuracy, Clarity & Recall of Message
What are your first thoughts after hearing this ad?
What do you remember best about this radio ad? Or Was there anything that stood out most to you in this radio ad?
What do you think this radio ad is asking you to do?
[IF mentioned in ad] Can you remember the toll-free number? [IF mentioned in ad] What about the Web site?
About The Specific Components
How did you feel about the way this ad presented the information? Its style? Tone?
[Add specific probes once radio ad is recorded]
More specific probes added as needed when final number of ads and their content is finalized.
Do you have any suggestions for making this a better radio message?
I am now handing out a sheet of paper that I would like you to use to indicate which of the [insert #] radio ads you liked the most and the least. The names of the [insert #] radio ads are written there. Please number the ad you like to the most with a 1 and the next most with a 2, and finally mark your least favorite with a [insert last #].
Which of the [insert #] radio messages do you like most?
I am now handing out a sheet of paper that I would like you to use to rate the radio messages you just heard from 1(terrible) to 10 (fantastic). The names of the [insert #] radio ads are written on the paper.
Which of the [insert #] radio message did you rate the highest?
What do you like about it?
VI. Exploring Campaign Strategies
Now, let’s talk a little about how we can best deliver information on [INSERT TOPIC] to individuals (someone) like yourself.
Radio & Outdoor
How do you typically find out about things going on in your community?
How often do you listen to the radio?
What are your favorite radio stations?
Do you use the public transportation system, i.e., buses, trains?
What types of outdoor ads have you seen in the past week?
Hangout Spots & Free Time
Besides work and home, where do you spend most of your free time?
How often do you go to the movies?
Community Events & Giveaways
What kinds of community or neighborhood events have occurred in the last year?
If you were to create an ideal men's event or fair in your community, what would it include?
What type of free giveaways would you like to receive at community events
Local Figures
Can you name a person or persons in this city who you trust or respect?
VII. Wrap-Up
After all that we have talked about today, I have a few final questions.
Are you more or less likely now to [INSERT ACTION]? What makes you say that?
What would motivate you to want to [INSERT ACTION]?
Where do you get your information about HIV/AIDS?
Probe for sources such as media, family, friends, church
Is HIV/AIDS a topic on which you seek out information? If so, how?
What type of information are you seeking?
Where might you seek out information?
Where would you turn first for information?
Those are all of the questions I have, but before we end, do you have any closing thoughts or opinions you would like to share? Any questions?
VIII. Closing
Ok, we are pretty much out of time.
Excuse me for one moment while I see if the people observing have any questions that I have not asked. I will be right back.
Thank you for your participation. There is a brochure for you to take with you if you would like. It has information about HIV/AIDS and locations where you can get further information. Have a good day/evening.
| File Type | application/vnd.openxmlformats-officedocument.wordprocessingml.document |
| Author | Poehlman, Jon |
| File Modified | 0000-00-00 |
| File Created | 2021-01-30 |