Pool Safely FG Supporting Statement

TITLE OF INFORMATION COLLECTION:
CPSC Pool Safely Focus Groups
PURPOSE:
Widmeyer, an independent research firm, will conduct these focus groups for the U.S. Consumer
Product Safety Commission. It has been more than 10 years since original research shaped Pool
Safely. Because the water safety landscape has evolved, Widmeyer recommends conducting six
focus groups for the campaign in three target states that consistently have shown the highest
number of child drownings year-over-year (two each in Arizona, Texas, and Florida). Through
these focus groups, we will gather insight and information on consumers’ understanding and
comprehension of existing campaign messaging. This research will be used to enhance CPSC’s
messaging strategy and provide information that may be useful for updating campaign messaging
and tools in English and Spanish. In addition, the data collection will enhance CPSC’s messaging
strategies to reach more targeted parents/caregivers and vulnerable populations.
BACKGROUND: Focus groups are an especially important methodology for two key reasons:
1. Message development, and
2. Gauging tone and emotion of a campaign.
Focus groups present opportunities to discuss the ins and outs of potential messages: what works,
what doesn’t work, what is confusing, or what may be insensitive, culturally or otherwise.
Gathering feedback from real parents/caregivers allows us to assess whether they not only agree
with what Pool Safely is saying, but also whether they truly understand the campaign’s messages
and goals.
In addition, understanding the appropriate tone for a campaign is critical to discussing topics that
can be emotionally difficult, such as child drownings, and ensuring the tone helps to effectively
reach your key audiences. During previous focus groups about similarly sensitive subjects,
Widmeyer has worked to understand how to find balance between providing the necessary
information that will help parents/caregivers prevent tragedy, while also not upsetting them so
much that they refuse to engage with the campaign. Parents/caregivers in focus groups will be able
to provide feedback to help update the campaign’s overall tone, if needed.

HOW THE DATA WILL BE USED: Based on the focus group findings, our team will make
suggestions to enhance overall Pool Safely campaign strategy, messaging, and tactics. Widmeyer
will work with CPSC to use the results to review the campaign’s overall reach, effectiveness, and
impact. Some areas identified for improvement include, but are not limited to:
● Identifying new groups for campaign collaboration;
● Crafting new media outreach angles, and conducting targeted outreach in English and
Spanish;
● Updating the Pool Safely website with new information and messaging themes; and
● Providing social media content recommendations.

DESCRIPTION OF RESPONDENTS: For the CPSC Pool Safely Focus Groups, the
respondents include parents and caregivers from different backgrounds, demographics, and
experiences. One hundred percent of respondents will be reporting electronically. Participants will
include:
● Parents/caregivers of children ages birth to 14 years old, including children who are most
at-risk of drowning (ages 1-4 years old, along with minority families, particularly Black
and Hispanic).
● Some of the families represented will have residential pools, and some will not.
● Each group will include a mix of parents from diverse backgrounds.
BURDEN HOURS
Category

No. of Respondents

Participation Time

Burden

Focus Group Participation

48 (8 respondents per
each of 6 groups)

$4,608.00

Focus Group Screening

200

Total

200 (since the 48 in
the first category are
also included in the
200)

150 minutes at
$38.20/hr or
$0.64/min
5 minutes at
$38.20/hr or
$0.64/min
155 minutes for 48
participants
5 minutes for 152
screened nonparticipants

$640.00

$5,248.00

FEDERAL COST: The estimated cost to the federal government is $70,000.00
Total estimated cost to the government for conducting six virtual groups is as follows:
Number of Participants
Total estimated cost of conducting focus group

48
$70,000.00

This estimate includes the budget for creating the discussion guide, recruitment, incentives for
participants, virtual focus group hosting, moderation, focus group transcripts, and a full final
report, divided by the specified number of completed participants. We do not anticipate any travel,
shipping, or printing costs because the focus groups will be conducted virtually.