Development of CDC's Act Against AIDS Social Marketing Campaigns Targeting Consumers

Formative Research and Tool Development

Att 2m Consumer Concept Testing-FG

Development of CDC's Act Against AIDS Social Marketing Campaigns Targeting Consumers

OMB: 0920-0840

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OMB No. 0920-0840

Expiration Date 02/29/2016

Submission 0920-13ABP under

0920-0840 Formative Research and Tool Development

Attachment 2m: Consumer Concept Testing

Focus Group Interview Guide

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Attachment 2m: Consumer Concept Testing Interview Guide

Task Purpose: To test creative concepts, campaign theme, logo, name and marking.

Data Collection

Setting: In-depth interviews (IDIs)/focus groups will take up to 2 hours. 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 1hour 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/focus group will last no more than 2 hours.

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. Opinions about HIV Testing Concepts

The goal of this next task is to determine which of several ways is best to present ideas and information about HIV to different types of groups. The various statements and images I am going to show you are called “creative concepts.”

The concepts may be used in promotional materials such as advertising, brochures, pamphlets, etc., to convey an idea and to encourage you to take an action. Each one takes a slightly different approach for talking to you about HIV testing. I would like you to focus on the general idea that is being communicated and not the specific wording or details of the design.

I am going to show you each concept one at a time and we are not going to compare them. So, after we see one, I will put it aside and you will think about the next one as if you didn’t see the first one and so on.

For each concept, I will read all the information. We’ll then discuss your thoughts and reactions to it. To ensure that we can discuss the concepts in detail, I will read all the information and then you tell me when you’re ready to talk about it. Do you have any questions before we begin?

Interviewer will repeat questions 2-15 for each concept.

What do you think about this ad?

Relevance to You Personally

What does it mean to you?
Is it important to you?
How does it make you feel?
Do you feel that it speaks to you? Tell me a little more about that.
Can you relate to it?

Credibility

Do you believe what it is saying? If so, what makes you believe it? If not, what makes you not believe it?
Do you trust the information?

Clarity/Impact

Do you find this clear or easy to understand?
Would your friends understand it?
Does it make you want to do anything? If yes, what does it make you want to do? Or if no, why?
Let’s pretend for a moment that we weren’t all in this room looking at this concept together. Imagine that you saw this concept somewhere else. Would this concept stand out to you? Why or why not?

What did you learn from the words in the concept?

How would you sum up in just a few words your first impression of this ad?

Do you like it?
Not like it?
What makes you say that?

Focusing just on the words here [point to ad], what is the main idea that this ad is trying to get across, in your own words?

Was this a new idea or something you’ve heard before?
What feelings do you have in reaction to this ad?

Are there any words or phrases that bother you or that you think should be said differently?

Is there anything in the message that you strongly disagree with? What?

Which words or phrases do you think are especially attention-getting or appealing?

What do you think about the headline, in particular?
What would you think about it as the name for a campaign?

What do you think about the way the ad is written? What do you like/dislike? [PROBE: tone, language/style, etc.]
How could this ad be improved?

What else would you add?
What would you want to know that this ad does not tell you?
What aspects of this ad get your attention? Why do you say that?
How could this ad be said differently that would make you personally more likely to notice and think about the ad?
[Underline/circle/highlight/cross out] phrases, sentences or images that you think are [important/confusing/unclear/inappropriate/offensive/should be deleted]. What did you indicate as [important/confusing/unclear/inappropriate/offensive/to be deleted]?
How much of the [INSERT item] would you read? Please choose all that apply.

I would only read the headline

I would only look at the image/s

I would only read the headline and look at the image/s

I would read the whole thing

I wouldn’t read any of it

How do you feel about the images used in this ad? Are they helpful/engaging? Why/why not?

What is the general reaction to the way these look?
How appealing is this image to you personally?

How do you feel about the colors and graphics? What do you like/dislike about them?

Would it catch your attention if you saw it somewhere?
Would you take the brochure to view additional information? Why or why not? Is there anything that you would say should be changed about the way this looks that would help make someone like you think about this after you looked at it?
Are there things about the pictures that you think are particularly attention-getting? Appealing?
Are there things about the pictures that bother you in any way?
What makes it stand out?
Are you able to see the headline and text easily?
What do you think about the type?

Is it easy or difficult to read? [PROBE: Font too big? Too small? Too dense?]
Is the color appropriate?
What do you think about the length of the piece?

Who would you say they are trying to reach?

Does it seem like this message is talking to you, and people like you? Or someone else?
What in the message suggested it was talking to you and people like you or someone else?

Does this ad make you want to do anything? What?

Do you think it would motivate others?
Do you think it would make you or others want to get an HIV test? Why/Why not?

Do you see yourself doing this… or something like it? Why or why not?
Who do you believe would benefit most from doing this?
How would you change this ad to improve it?
Now, I am going to ask you to compare the ads I have shown you. Please select the top [INSERT NUMBER] that would encourage you to [INSERT ACTION]. There is a paper in front of you, please write the letters of your top [INSERT NUMBER] ads on the paper. What are those?
Now, out of the top [INSERT NUMBER] you selected, choose the one ad that would most encourage you to [INSERT ACTION]. Circle this one on your piece of paper.

PROMPT: What made you choose this one?

Ok, now take a look at the rest of the ads. Are there any that you do not think will work? If yes, which ones? For each one, tell me what is it about the ad that you don’t like? Please mark those down on your sheet in the box next to the red flag.
Are there any that you strongly dislike? If yes, which ones? For each one, tell me what is it about the ad that you don’t like? Please mark those down on your sheet in the box next to the frowning face.
Can you think of an idea or ad that we did not present that might motivate you to [INSERT ACTION]? What is it?

Testing Media Messages

Please tell me the extent to which you agree or disagree with the following statements.

Overall, I liked this ad