CPSC Caregiver Messaging

TITLE OF INFORMATION COLLECTION:
CPSC Caregiver Perceptions and Reactions to Safety Messaging Focus Groups
PURPOSE:
Fors Marsh Group, an independent research firm, will conduct these focus groups for the U.S.
Consumer Product Safety Commission (CPSC). The primary purpose of these focus groups is to
gather feedback from parents and grandparents (caregivers) on their beliefs, experience, and
perceptions about infant sleeping practices and caregivers’ compliance with safety messaging on
nursery products. Specific topic areas of interest are: the main reasons caregivers do not adhere
to safety messages provided in warning labels and product instructions (if they do not adhere);
what caregivers think they should know to improve their understanding of the risks; and what
would motivate them to comply with safety messaging, including discussions on the influence of
social media, advice from friends and relatives, and product marketing. This information will
help CPSC staff understand better the behavioral factors, perceived barriers, and misconceptions
that may impact child safety, and in turn, enhance CPSC’s messaging strategies for the future.
BACKGROUND: According to the 2017 Nursery Product Annual Report, 1 CPSC staff has
received reports of a total of 284 deaths—an annual average of 95 deaths--associated with
nursery products for the 3-year period from 2012 to 2014. Of these 284 deaths, sleep products
account for about three-quarters of the deaths (209 fatalities). Specifically:
•

About 38 percent (109 total, or an annual average of 36) of the reported deaths were
associated with cribs/mattresses.

•

Bassinets/cradles accounted for 19 percent (53 total, or an annual average of 18) of the
reported deaths.

•

Playpens/play yards were associated with 17 percent (a total of 47 or an annual average
of 16) of the reported deaths.

An additional 12 percent of fatalities involved handheld carries and bouncer seats, often while an
infant fell asleep in the product. More detail about the specific hazards associated with each
nursery product can be found in the 2017 Nursery Product Annual Report. 2
From in-depth investigations into infant fatalities, CPSC staff is aware that infants (less than 12
months of age) sleep in many places and not all of these places are appropriate. In addition, new
products are frequently introduced into the market that, if used incorrectly, may put infants at
risk of injury and death.
HOW THE DATA WILL BE USED: The data collection will enhance our messaging
strategies by helping us target misconceptions consumers may have about proper sleep locations
and helping us address questions consumers may have about what is recommended and why.

1
2

https://www.cpsc.gov/s3fs-public/Nurscry-Products-Annual-Rcport-2017 _ 0.pdf.
Ibid.

DESCRIPTION OF RESPONDENTS: For the CPSC Caregiver Perceptions and Reactions to
Safety Messaging Focus Groups, the respondents include parents and grandparents of children
from the ages of 2–11 months. Participants will include:
• Up to 32 parents who are guardians of children between the ages of 2 and 11 months.
Specifically:
o Up to 16 parents who are guardians of children between the ages of 2 and 4
months;
o Up to 8 parents who are guardians of children between the ages of 5 and 7
months; and
o Up to 8 parents who are guardians of children between the ages of 8 and 11
months.
• Up to 16 grandparents with a grandchild between the ages of 2 and 11 months under their
supervision at any time during the week or weekend for a minimum of 1 day per week.
Specifically:
o Up to 8 grandparents with a grandchild between the ages of 5 and 7 months; and
o Up to 8 grandparents with a grandchild between the ages of 8 and 11 months.

BURDEN HOURS
Category of Respondent

No. of Respondents

Participation Time

Burden

Focus Group Participants

48

90 minutes per
participant

72
Hours

Total

48

90 minutes per
participant

72 hours

FEDERAL COST: The estimated annual cost to the federal government is $92,556.85.
Total estimated cost to the government for conducting the data collection is as follows:
Number of Participants
Total estimated cost of conducting focus group
Cost per completed Participant includes $75 stipend

48
$92,556.85
$1,928.27

This estimate is based on the total cost of the awarded research contract, divided by the specified
number of completed participants.