OMB Control No. 2105-0573
Expiration Date XX/XX/XXXX
Moderator’s Guide for Focus Groups
OMB Control No: 2105-0573: Focus Groups for Assessment of
Creative Concepts Supporting a National Awareness Campaign to
Reduce Drug-Impaired Driving
NOTE TO MODERATOR: When group is fully assembled, read:
This focus group is being conducted to collect information that will help us better understand your opinions about an important 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 2105-0573. Public reporting for this collection of information is estimated to average 75 minutes, including the time for reviewing instructions, searching existing data sources, gathering and maintaining the data needed, and 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., Washington, DC, 20590
“Warm-up” discussion topic:
What is the one thing about other drivers that annoys you the most?
Probe for brief explanation if response is just a few words
As you may recall when you were being recruited to participate in this group, the research sponsor is especially interested in hearing opinions from people who drink alcohol and/or have recently consumed marijuana recreationally. Our discussion this evening is not to make judgments, nor to inform law enforcement officials about drug use by you or anyone. Instead, we just want to hear your thoughts about advertising ideas related to driving after drinking and/or consuming marijuana.
In your opinion, to what degree do these substances impact your ability to drive?
Probe as appropriate
What are the typical words or phrases people use to describe that mental state or feeling?
What are the biggest risks that concern you the most about people who drive after using one or both of these substances?
Probe as appropriate
NOTES TO MODERATOR:
Transition to discussion about advertising concepts. Because the concepts will be presented in the form of animatics, it will be helpful to show respondents an example of an animatic and the final commercial that came from it. Therefore, show “Speeding/Life Flashes” animatic, then finished commercial. This will help respondents be accustomed to mentally linking an animatic iteration with a finished version.
Then proceed to each of the four concepts for drug-impaired driving. Label/refer to each as “A,” “B,” “C” and “D” to avoid potential bias that could be associated with each concept’s internal name.
“A” will be “Things Get Real”
“B” will be “Feel Different”
“C” will be “The Open Road”
“D” will be “Game Over”
“E” will be “Bad Directions”
“F” will be “Slightly Different”
Among the different groups, rotate the order of presentation so no particular concept is always shown first or last.
Show each – one at a time – just once. Then distribute notes sheet for that commercial to each respondent for his initial independent, written comments. (see last page of this document for example of handout).
After all respondents have finished noting comments, facilitate discussion:
How many of you graded this an “A?” “B?” --- etc. for all grades
noteS to moderator:
For each of the highest and lowest grades, probe for reasons why
If commercial gets high grades from most participants, probe those who graded it “B” or “C” relative to, “What would need to be done to the commercial so that you might give it a higher grade?”
Assume the idea’s main intent is to remind people that if they feel different after consuming drugs or alcohol, they’ll drive different. What one or two things in the idea help convey a message that would get people to think that?
What one or two things in this commercial really stick out in your mind?
Does the commercial remind you of anything you’ve seen or heard before?
NOTE TO MODERATOR: Play the commercial again. Then ask:
What other thoughts do you have about this after seeing it a second time?
Probe as appropriate.
NOTE TO MODERATOR: Repeat the above steps for each of the other ideas.
Which
of these ideas is best? How many say “A?”… “B?”…
“C?… “D?”…”E?”…
“F?”
Those who picked “A”: Please share your reasons for picking that.
Ask each person who picked “A” to give his reasons.
Repeat the above for those selecting “B” and “C” and “D”
(Hand out for each group member to independently comment on each commercial after it’s shown the first time)
Notes for commercial “A” (same sheets will be prepared and distributed for commercials “B,” ”C” and “D”)
Things you especially like about this commercial
Things you don’t like about this commercial
The main thing that sticks out in your mind
Grade it. If its main purpose is to remind people that if they feel different after consuming drugs or alcohol, they’ll drive different --- give it a grade of A, B, C, D or F:
| File Type | application/msword |
| Author | Steve Richardson |
| Last Modified By | SYSTEM |
| File Modified | 2018-05-15 |
| File Created | 2018-05-15 |