CPSC DEI Focus Group: Hispanic Consumer Study

CPSC: Discussion Guide for 1 Focus Group
2 Hours in Length (built in 10 minutes of buffer time where needed)
Note for Approval:
- We will be asking respondents to use their own paper/pen or device (whatever they prefer to jot
down notes). We ask them during the recruitment process prior to the groups.
- The purpose of this focus group is to test different CPSC creatives to gauge message effectiveness
and understand channel preferences when it comes to public service announcements.
- This guide will be translated into Spanish since the group will be conducted primarily in Spanish
(English/Spanish may be used pending on the dynamics of the group).

I. Introductions (10 minutes)
Hello everyone. My name is xxxxx and welcome to this group. I will be your moderator for today. I do
not work for any company or organization we will talk about today. I am an independent contractor, and
my role is to stimulate the conversation and listen to what you have to say. I’m not an expert, I’m here
to facilitate a conversation from a neutral perspective and am just interested in your open and honest
feedback.
We have 2 hours together and lots of great things to talk about. Before we get started, please note the
following:
● Please do not use any cell phones unless asked to use them. If you do need to pay attention to
your cell phone, please turn off your camera, put yourself on mute to address any important
interruption. Same goes for anything that may be happening within your surroundings. We
know that life can happen on zoom. You may pause to address life briefly and then come back to
the discussion.
● We understand 2 hours is a long time so please feel free to get up and stretch as needed or grab
a glass of water/snack as needed.
● Please no side conversations
● Let’s have one person speak at a time and let’s respect everyone’s thoughts. If we have a
different perspective, let’s discuss one at a time. There is no right or wrong answer.
This session will be recorded to help take notes. Only your first name appears and will NOT appear in
any public reports.
Note for Approval: We use an online platform named Fieldwork which is a secure network that
participants must be invited to in order to be a part of the focus group and we have someone in the
backroom to make sure there are no interruptions so that everything runs smoothly. All participants
access the room via link and there is a live tech in the room allowing people in. Only respondents who
are on the recruiting list are allowed in. All observers should be on a list as well, if someone tries to
access the room who is not on the list we will confirm with the moderator if they are allowed access and
if not, they are declined. Additionally, the nature of hosting online is that there is no way to
100% guarantee someone will not record the session - this is true of any platform out there.

Let’s get started. Let’s go around and say:
● First name
● Where do you live and who lives with you? (city/state)
● Tell us a bit about your cultural background
Note for approval: This is purely a warm up introduction. It is a DEI cultural standard to bring out the
pride of where people are from and their household composition. It makes them feel more
comfortable to speak up.

II. General Media Consumption (20 minutes)
Note for Approval: This section is to understand how they consume content and their media habits.
This will help CPSC determine the best channels to leverage for campaigns.
1. Let’s talk about a typical day in the life of xxx. Tell me all the ways you get your entertainment
and information.
(moderator: takes down the list as they say out loud)
Probe: In Spanish or English or both
2. Now let’s separate which places (channels) are used for entertainment and which ones do you
rely on for information.
(moderator: see if there is a difference and ask why)
Probe: The language preference
Probe: What is the top channel that you pay attention for important information
Probe: Where do you feel your important information is given?
3. I noticed that you haven’t mentioned xxxx (moderator to list out any other media channels). Is
there a reason why?
4. When it comes to public service announcements (say safety information), where would you
appreciate to see/hear these messages?
Probe: Why?
Probe: Go back to the channel preferences and ask if there are any discrepancies from the
above answers
Probe: Is language important? If so, Spanish or English? Both?
5. Is there a public service announcement that you remember recently? If so, tell us what type and
where did you see it?
Probe: What language?

III. Creative Testing (60 minutes)
Note for Approval: Since the goal is to see what respondents like about these ads and how we can
improve, we will be focusing on each one and get answered completely unaided.
I would like to share with you some public service announcements. I will go one by one (show it twice)
and what I ask of you is for you to take down your notes about:
- What do you like about this ad
- What don’t you like about this ad
- What is this ad telling you
Go through each ad twice (these are all the videos):
● Babies and Children
● Carbon Monoxide
● Seniors
● Tip Overs (Spanish Version)
● Pool Safely (Fins and Gills)
● Tip Overs (Spanish Holiday Social)
After each one, you will ask respondents:
6. Raise your hand, how many people liked this ad?
Probe: Why?
7. Raise your hand, how many people did not like this ad?
Probe: Why not?
8. What is this ad telling you?
Probe: Does this ad make you pay attention?
Probe: Do you believe in what this ad is telling you?
Probe: Is there anything you would improve and if so, what?
Overall after all the videos
9. Where do you expect to see these videos?
Ok, Let’s switch gears. I am about to show you some print ads. I will put the ads on the screen for you to
read them. After each one, let’s talk about the ads:
●
●
●
●

Babies and Children
Anchor it
Carbon Monoxide
Poison (Detergents)

10. What is this ad telling you?
Probe: Is the language easy to understand?
Probe: What do you think overall about this ad?
Probe: Would you pay attention to this ad?

Probe: Where do you expect to see this type of message?
IV. General Information (20 minutes)
11. Now that we have gone through all these types of messages, what do you think in general about
public safety messages?
12. Do you think people pay attention to them?
Probe: Do you listen to them?
13. Is there anything that you saw today that you really do not think the ad is speaking to you?
Probe: What, why, which one?
14. When these safety ads want to reach the Latino community, what can they do to ensure they
are reaching people like yourselves?
Probe: Is Language important? How so? Why not?
Probe: Are there any visuals that may be important? What? Why?
Probe: Is there a special type of message that may be important? What? Why?
15. What do they need to do to make Latinos (and everyone else) pay attention to these important
safety messages?

Thank you so much for your honest feedback. We really appreciate it. Have a great rest of your day.
Gracias.

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