NHTSA Form 1436 UDDP Moderators Guide

OMB Control Number: 2127-0682

Expiration Date: 04/30/2018

Focus Group Studies Under Generic Clearance – Moderator’s Guide

Moderator’s Guide

Teen Focus Groups to Develop

Underage Drinking 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

(Respondents are instructed to arrive 15 minutes prior to groups. Groups will be 90 minutes.)

I. EXPLANATION & INTRODUCTORY QUESTIONS

Intro Questions (15 min – completed as initial exercise while discussion waiting to start)

Public Burden Statement: 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. Reporting burden for this survey is estimated to average 105 minutes per focus group respondent, including the time for reviewing instructions, searching existing data sources, gathering and maintaining the data needed, and completing and reviewing the collection of information. We will not collect any personal information that would allow anyone to identify you. Please note that 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 currently valid OMB control number. The OMB control number for this collection is number 2127-0682.

Moderator to read: Before we get started, I’d like you all to complete a written exercise. It’s anonymous and it’s tied to our topic today. You will not have to share or read it aloud. It’s for me to collect, and I’ll appreciate your honesty. If we have time later, I will welcome you to share stories, but please know you won’t be bound to that.

Moderator will pass out instructions, written, to answer the following questions while waiting to get started:

• When you think about being out with friends, what’s the thing you see happen most often that makes you uncomfortable? (bullying, driving under the influence, some other peer pressure, something else)

• Of those, what makes driving under the influence better or worse than the others, and why?

II. INTRODUCTIONS & WARM-UP (5 min)

• 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

• Introductions of moderator and participant. Ask respondent to introduce him/herself [first name only, school grade, last fun thing they did with friends]

• We are going to look at some ad concepts today that are about drinking and driving. That may not be a surprise, given the questions you answered on the phone and at the start of this discussion. Before we dive in, anyone have any stories to share about this topic? What do you think are the biggest problems, or when have you seen it unfold? I’d love to hear a real story before we dive in.

III. CONCEPT DISCUSSION (80 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 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, with 1 being low and 10 being high. Respondents will write down their initial responses on paper, so they will have this for reference. The moderator may not use a board in the room.

• 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?

• Anything you particularly disliked?

• Was there anything confusing?

Relevancy

• Who do you think this ad is speaking to?

• How meaningful is this message for you?

• How does the ad’s message impact/relate to you and your friends?

• How does this ad make you feel about what you are currently doing in regard to driving to social occasions where drinking could be present?

Learning

• Did the advertising tell you anything new? If so, what?

Anticipated action

• As a result of seeing this ad, do you think you would do anything differently than you’re currently doing? [If yes] What?

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

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 anti-drinking and driving campaigns?

(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 1436 6