NHTSA Form 1298 Moderators Guide

Focus Group Studies Under Generic Clearance - Moderator’s Guide

OMB Control No. 2127-0682

Expiration Date 04/30/2018

Moderator’s Guide

Focus Groups to Develop

Texting and Driving Prevention Public Service Advertising Campaign

Generic Clearance OMB Control No: 2127-0682: Focus Groups for Traffic and Motor Vehicle Safety Programs and Activities

I. EXPLANATIONS

MODERATOR TO READ (<5 min)

This focus group is being conducted to collect information that will help us better understand your opinions about a highway safety issue.

This collection of information is voluntary and will be used for formative purposes only so that we may develop communications programs designed to reduce the number of traffic-related injuries and deaths. A federal agency may not conduct or sponsor, and a person is not required to respond to, nor shall a person be subject to a penalty for failure to comply with a collection of information subject to the requirements of the Paperwork Reduction Act unless that collection of information displays a current valid OMB Control Number. The OMB Control Number for this information collection is 2127-0682. Public reporting for this collection of information is estimated to be approximately 75 minutes per response, including the time for reviewing instructions, completing and reviewing the collection of information. All responses to this collection of information are voluntary. Send comments regarding this burden estimate or any other aspect of this collection of information, including suggestions for reducing this burden to: Information Collection Clearance Officer, National Highway Traffic Safety Administration, 1200 New Jersey Ave, S.E., W51-316, Washington, DC, 20590

Additional note to moderator:

• Assure participants of confidentiality and anonymity

• Disclose presence of observers and video-recording (in lieu of “note taking”)

• Explain role of participants: Honest opinions and thoughts, no right or wrong answers, okay to have a different point of view than peers

II. INTRODUCTIONS & WARM-UP (5 min)

• Introductions of moderator and participant. Ask respondent to introduce him/herself [name, how they know the friend participating in the group with them, what they like to do socially with friends]

III. STORYBOARDS (60 min)

Moderator Note: Explain to participants that they will be shown several advertising concepts that are at an early stage and are not finished advertisements. Participants should use their imaginations and respond to the overall idea presented. Present each advertising concept one-at-a-time (use storyboards as a visual aid). Randomly sort the order of the advertising concepts among the different focus groups, so no particular idea is always shown first or last. Allow participant to read through the concept, mark comments, and then discuss.

Ask questions after each concept exposure:

Initial thoughts/key takeaways

Moderator will instruct respondents to write down their initial reaction, the main idea of the advertisement, and how much they like the advertisement on a scale of 1 to 10.

• What are your first reactions? What is going through your mind as you watch/listen to this ad?

• What does this make you think about? Why do you say that?

• What is the main idea?

• What else is the advertising telling you?

Likes/dislikes/concerns

• What was particularly interesting to you in this ad?

• Was there anything you especially liked in this ad?

• Was there anything confusing?

• What, if anything, would you change?

Relevancy

• Who do you think this ad is speaking to?

• How meaningful is this message for you? Is it believable?

• How does the ad’s message impact/relate to you? What about your friends or family?

Learning

• Did the advertising tell you anything new? Did it make you think differently about the issue of texting while driving?

Anticipated action

• As a result of seeing this ad, would you change anything about your own behavior in regards to texting while behind the wheel? [If yes] What?

• Would you tell a friend or family member about this ad?  What would you say?

• Do you recall the website that was mentioned?

IV. Wrap-up (5 minutes)

• Now that you’ve seen the different ad ideas, which one resonates with you the most? What did you like most about this approach?

• Do you have any other words of advice for the people who are doing this campaign to try to get people to stop texting while driving?

(If time permits) Check with observers for additional questions.

(Hand out for each group member to independently write down their initial reaction to the advertising concept exposure.)

What are your first reactions?

What do you think the main idea of this ad is?

On a scale of 1 to 10, how much would you say you like this advertising concept? Please circle the corresponding number.

1	2	3	4	5	6	7	8	9	10
Not at all				Neither like nor dislike					Like a lot

NHTSA Form 1298