Purpose: to gauge reactions, solicit feedback for improvement, and determine overall effectiveness of content. Questions can be used for Central Location Intercept Interviews, Telephone Interviews, Individual In-depth Interviews [Cognitive Interviews], Focus Group Screeners, and Focus Groups.
1d. What is the main idea that this [CONTENT TYPE] is trying to get across, in your own words?
2d. How well do you think the main ideas come across in this [CONTENT TYPE]?
3d. What, if anything, is this [CONTENT TYPE] telling you to do?
4d. What action would the [CONTENT TYPE] prompt you to take?
5d. If you saw this [CONTENT TYPE], would you know what to do? What makes you think that?
6d. Does this [CONTENT TYPE] help you to know what do to [INSERT specific action if needed to protect] [INSERT GROUP (e.g. yourself, others, loved ones, your child, etc.)]?
7d. What, if anything, might you do after seeing this [CONTENT TYPE]?
8d. After seeing this, has your thinking about [TOPIC] changed in any way?
9d. How would you sum up in just a few words your first impression of this message? Do you like it? Not like it? What makes you say that?
10d. What feelings do you have in reaction to this message? Anything positive? Anything negative? 11d. Was your reaction to this positive or negative?
What positive images do you associate with “[INSERT message/phrase]?”
What negative images do you associate with “[INSERT message/phrase]”?
12d. Is this an appealing message?
What makes the message appealing or unappealing?
13d. How does it make you feel?
14d. Was this a new idea or something that you’ve heard before?
15d. Do you strongly agree with any part of this message? If so, what? 16d. Do you strongly disagree with anything in this message? If so, what?
17d. Is this message believable or not? Why or why not?
18d. What additional information would you need in order to more strongly believe this message?
Instructions for 19d: The emotions listed in the Overview can be inserted into the questions below. We suggest selecting no more than 5 emotions and balancing positive and negative emotions. This question should be repeated for each piece of content tested.
19d. To what extent does this [CONTENT TYPE] make you feel…?
|
Not at all |
|
|
|
Very |
Not sure |
[EMOTION A] |
1 |
2 |
3 |
4 |
5 |
9 |
[EMOTION B] |
1 |
2 |
3 |
4 |
5 |
9 |
[EMOTION ETC.] |
1 |
2 |
3 |
4 |
5 |
9 |
Instructions for 20d-22d: The adjectives listed in the Overview can be inserted into the three questions below. We suggest using no more than 5 adjectives and balancing positive and negative adjectives. Please note that the question pertains to multiple pieces of content whereas the second and third questions should be repeated for each piece of content tested.
20d.How [ADJECTIVE] are each of the following [CONTENT TYPE]?
|
Not at all [ADJECTIVE] |
|
|
|
Very [ADJECTIVE] |
Not sure |
[INSERT CONTENT A] |
1 |
2 |
3 |
4 |
5 |
9 |
[INSERT CONTENT B] |
1 |
2 |
3 |
4 |
5 |
9 |
[INSERT CONTENT ETC.] |
1 |
2 |
3 |
4 |
5 |
9 |
21d. Please rate [CONTENT TYPE] in each of the following areas.
|
Not at all |
|
|
|
Very |
Not sure |
[ADJECTIVE A] |
1 |
2 |
3 |
4 |
5 |
9 |
[ADJECTIVE B] |
1 |
2 |
3 |
4 |
5 |
9 |
[ADJECTIVE ETC.] |
1 |
2 |
3 |
4 |
5 |
9 |
22d. Here is a list of words that could describe what you just saw/read. Please tell me how well each of these words describes the [CONTENT TYPE] you just saw.
|
Does not describe at all |
|
|
|
Completely describes |
Not sure |
[ADJECTIVE A] |
1 |
2 |
3 |
4 |
5 |
9 |
[ADJECTIVE B] |
1 |
2 |
3 |
4 |
5 |
9 |
[ADJECTIVE ETC.] |
1 |
2 |
3 |
4 |
5 |
9 |
23d. Whom would you say this [CONTENT TYPE] is trying to reach? What makes you think that?
24d. Whom would you say this [CONTENT TYPE] is trying to reach? Please check all that apply.
You
People like you
Someone else
None of these
25d. Do you see yourself doing this or something like it? Why/why not?
26d. Who do you believe would benefit most from [INSERT health behavior or action]?
27d. Is this [CONTENT TYPE] relevant/important to someone like you? Why?
28d. Do you like the way this message is written? [Probe: tone, language/style, etc.]
29d. Is this [CONTENT TYPE] easy to read?
29d. Is there anything you want to know that this message does not tell you?
30d. If you saw or heard this message, would it get your attention? Why or why not?
31d. Are there any words or phrases here that you think are especially attention-getting or appealing?
32d. Is there anything confusing, unclear, or hard to understand about [CONTENT TYPE]?
33d. Were there any words that were unusual or unfamiliar? What other words can be used in their place?
34d. Are there any words or phrases that bother you or that you think should be said differently?
35d. How could this message be improved?
36d. Is there a way to say this differently that would make you personally more likely to notice and think about the message?
37d. Thinking back to the information this [CONTENT TYPE] is trying to convey, is there anything else you would add?
38d. [Underline/circle/highlight/cross out] phrases, sentences or images that you think are [ADJECTIVE/should be deleted]. What did you indicate as [ADJECTIVE/to be deleted]?
39d. How much of the [CONTENT TYPE] would you read? Please choose all that apply. Some answer choices may not be included depending on content type.
I would only read the headline
I would only look at the image/s
I would only read the headline and look at the image/s
I would read the whole thing
I wouldn’t read any of it
Purpose: to evaluate where and in what format content is best received.
40d. Where would you expect to see this [CONTENT TYPE]?
41d. Where would this [CONTENT TYPE] need to be so that you would pay attention to it?
42d. How do you prefer to see health information like that presented here?
43d. In what form would you want to see health information like that presented here? ? [IF NEEDED examples: posters, pamphlets, handouts, etc.]
44d. What kinds of promotional items would you use?
45d. What kinds of message or content materials would most encourage you to [INSERT strategy, action, behavior]?
46d. Do you think you would take this [CONTENT TYPE] with you, or leave it behind? Why?
47d. What have you heard about [TOPIC]? Where did you hear about it?
48d. Have you ever talked about [TOPIC] with others? Who? What did they say?
49d. Is [TOPIC] a topic on which you seek out information? Why?
50d. Do you seek information on [TOPIC]? Why or why not?
51d. Where do you get your information about [TOPIC]?
52d. Has your doctor or healthcare talked with you about [TOPIC]? What did he/she tell you?
53d. Have you ever asked a doctor or healthcare provider about [TOPIC]? What did you ask?
54d. Would you be comfortable talking with a doctor or healthcare provider about [TOPIC]? Would anything be uncomfortable?
55d. What are some of the ways you have gotten information about [TOPIC] prior to today?
56d. Where might you seek out future information on [TOPIC]?
57d. Is [TOPIC]? a topic on which you seek out information? If so, how?
What type of information are you seeking?
Where might you seek out information?
Where would you turn first for information?
58d. How often, if at all, do you pick up information about [TOPIC]?
What are the sources of this information?
59d. Where would you turn first for information on [TOPIC]?
60d What sources do you trust most for information on [TOPIC]?
61d. When it comes to [TOPIC] are there any organizations that you would really trust as a reliable source of information?
62d. What makes them a trusted source of [TOPIC] information?
63d. What do you think [INSERT organization name] needs to know about your community? How would you want them to be involved in your community? Do you see ways of partnering with them? How would you like to receive the information?
64d. How would you rank your level of knowledge and understanding of information you have received from [INSERT organization name]?
5: knowledge is extensive
4: above average
3: average
2: have some knowledge
1: no knowledge
65d. How could this information be better said/better explained/conveyed more effectively?
66d. What types of information would you like to receive regarding [TOPIC]? What would be the most effective way or format to provide this information? (Probes: Video? Educational pamphlets? Community/public meetings? Internet?)
67d. If you are trying to put together a group of people in your community to deal with [TOPIC]? in a comprehensive fashion, who are the people you want at the table?
Probe: Community based organizations, health care practitioners, and policy makers
Probe: Religious leaders/faith based organizations
Probe: What is it about these people that make you want them there?
Probe: Once you get these people in the room, what is the conversation going to sound like?
What topics do you want to cover? What will be the outcome of this conversation, what kinds of things are going to happen as a result?
68d. What would be the best/most effective way or format to provide information on [TOPIC]?
69d. What are some places where you might notice messages like these?
Purpose: to assess the reception of messages from different spokespeople and organizations including CDC
70d. What type of person do you think would be a good spokesperson to use to encourage you and your friends/family to [INSERT strategy, action, behavior]? PROBE ON: doctor, nurse, legislator, entertainer, etc.
71d. Who would have the ability to influence you?
Would it be a physician, celebrity, religious or spiritual leader, or someone like you?
72d. If you were trying to make up your mind about [INSERT health topic or behavior], who would influence you?
73d. If you were trying to influence a friend to [INSERT health topic or behavior], what would you say? Probe for benefits and ways to overcome barriers
74d. Whom do you think wrote or produced this item?
75d. [INSERT organization name] wrote or produced this [CONTENT TYPE]. Have you heard of them before?
76d. Is [INSERT organization name] a good source of information?
77d. Is [INSERT organization name] believable?
78d. Does [INSERT organization name] seem trustworthy?
79d. Have you ever heard of [INSERT organization name]? Where did you learn about it?
80d. What is [INSERT organization name]?
81d. What could [INSERT organization name] do to make you feel better about the health risks in your community?
82d. Do any companies or organizations say something like this now? Which ones?
83d. What impact does [INSERT organization name] have on your community? On you and your friends and family’s lives? What kind of impact should it have?
84d. What do you think about the work of [INSERT organization name]? Why?
85d. Have you ever heard of an organization called the Centers for Disease Control and Prevention or CDC?
86d. What if the CDC was to say something like this? Would that change the way you look at these statements? Would it make any of them more or less believable/appealing/motivating?
87d. What if the CDC and [INSERT partner name] said something like this? Would that change the way you look at these statements? Would it make any of them more or less believable/appealing/motivating?
88d. How do you feel about CDC as the source of this information?
89d. How does CDC rate as a source of information on [TOPIC]? Why?
90d. Would you think of having the logo of a governmental organization, such as the Centers for Disease Control
and Prevention or CDC, on them? Have you ever heard of CDC?
91d. Which [CONTENT TYPE] was your favorite? Why?
92d. Do you think one [CONTENT TYPE] is more appealing than the others? Which? Why/why not?
93d. Is one [CONTENT TYPE] more likely than another to make you think about it afterward?
If yes, what is it about that one that “works” for you (or someone else you care for or take care of, such as a spouse/partner, child, parent, relative, or friend)?
94d. Now that you’ve seen all of these [CONTENT TYPE], which one catches your attention the most? Why?
95d. Looking over all of the different [CONTENT TYPE] we have discussed, which two or three would work best//be the most effective? Why?
96d. Which [CONTENT TYPE] was most inspiring or motivating for you personally? Why?
97d. Which [CONTENT TYPE] is most believable? Why?
98d. Now, looking at just the top two or three [CONTENT TYPE] which one is the most important to help you and motivate you to [INSERT action]? Why?
98d. What information from any of these [CONTENT TYPE] would most motivate you to [INSERT action]?
99d. What information would most motivate you to ask your doctor about [INSERT action]? Why?
100d. What is the most motivational format for this information?
101d. What makes this [CONTENT TYPE] most effective?
102d. What about this particular [CONTENT TYPE] is most engaging?
103d. What [CONTENT TYPE] is least effective?
104d. What could be changed to make it more effective?
105d. Which of these [CONTENT TYPE] is the worst? What, specifically, do you dislike about it?
106d. What do you mean by “worst?” What criteria did you use?
107d. Which of these [CONTENT TYPE] are you least likely to read/watch/look at? Why?
108d. Which of these [CONTENT TYPE] are you least likely to act upon? Why?
109d. Did any of the [CONTENT TYPE] not motivate you at all? Why not?
110d. Did any of the [CONTENT TYPE] turn you off? What was it about the statement/s that turned you off?
111d. Would any of the statements make you feel opposed to [INSERT action]?
112d. What could be changed to make it more effective?
113d. Of the [CONTENT TYPE] you’ve seen, are there any [CONTENT TYPE] that you would recommend not to be used? Why or why not?
114d. Of all the [X CONTENT TYPES] you just saw, which is the most [ADJECTIVE]?
115d. Here are [X CONTENT TYPES] for you to review. Please select the one that is most [ADJECTIVE] to you.
[INSERT CONTENT A]
[INSERT CONTENT B]
[INSERT CONTENT ETC]
116d. Here are [X CONTENT TYPES] for you to review. Please rank them by placing a 1 by the [CONTENT TYPE] you felt you are more likely to talk about with others, a 2 by your second-most likely to talk about, etc. RANKING QUESTION UP TO TOP [X CONTENT TYPES].
[INSERT CONTENT A]
[INSERT CONTENT B]
[INSERT CONTENT ETC]
117d. Here are [X CONTENT TYPES] for you to review. Please rank them by placing a 1 by the [CONTENT TYPE] you felt was the most effective in motivating you or someone else to [INSERT action], a 2 by the second-most effective in motivating you to [INSERT action], etc. RANKING QUESTION UP TO TOP [X CONTENT TYPES].
[INSERT CONTENT A]
[INSERT CONTENT B]
[INSERT CONTENT ETC]
118d. In the [INSERT timeframe], do you remember seeing, hearing, or reading any [CONTENT TYPE] about a [INSERT program, campaign, or web site description]?
Yes
No
Not Sure
119d. What can you tell me about this/these [INSERT format]? Please describe for me anything specific you saw, heard, or read in the [INSERT format].
What was the [INSERT format] about?
What was the name of the program mentioned in the [INSERT format]? Is there anything else you can recall?
[Probe for specifics/details they remember, for example who, if anyone, appeared in the message.]
120d. In general, are you aware of [INSERT description of program, campaign, or web site]?
Yes
No
Not Sure
121d. What is the name of the [INSERT description of program, campaign, or web site] (Probe: Any others?)
122d. You may or may not have seen the following [CONTENT TYPE], depending on whether it’s published and available where you are. But in the past month, have you happened to have seen [CONTENT TYPE] that shows [INSERT content description] on [INSERT channel]?
Yes
No
Not Sure
123d. In the past [INSERT timeframe], where have you seen this [CONTENT TYPE]?
[INSERT information/media sources]
124d. On a scale from 1 to 10 where 1 is not at all appealing and 10 is extremely appealing, how would you rate this [CONTENT TYPE]?
125d. Now I’m going to read a list of a few [INSERT description of program, campaign, or web site] names you may or may not have heard about. Which of the following [INSERT description of program, campaign, or web site] have you heard about? [REPEAT as necessary for other types of communication]
Yes
No
Not Sure
126d. How does this [CONTENT TYPE] fit relative to your everyday challenges raising your teen (or child) with [TOPIC]?
Probe: Dealing with teachers/administrators and academic obstacles?
127d. What do parents need to know about being effective advocates for their children?
128d. In the context of this concept, how would you complete the following sentence, “As a parent raising a teen (or a child or baby) with [TOPIC], be prepared for
.”
129d. What challenges do you face for which you would like to receive tips from other parents? 130d. What coping strategies have you learned from other parents?
131d. If you had three key pieces of advice for other parents, what would they be?
132d. How relevant is this [CONTENT TYPE] for parents of teens (or children) who [INSERT health topic or behavior]?
133d. How does this [CONTENT TYPE] fit relative to giving teens (or children) greater independence and responsibility?
134d. What are your concerns with maintaining your teen’s (or child or baby’s) safety while giving him/her room to self-manage his/her [TOPIC] and be more independent?
135d. How does providing your teen (or your child) with greater independence affect your family?
Probe: Does it increase or decrease family stress?
136d. What are the most important lessons that you have learned with regard to your teen’s (or your child’s) independence?
137d. If you could give other parents advice about giving teens (or children) more independence, what would you say?
138d. What have your teens (or children) told you about managing their [TOPIC], that has been helpful?
139d. What have your teens (or your children) said to you about managing their [TOPIC], that has been difficult for you to hear?
140d. What have you heard from your teen (or your child) concerning/ facing typical teen (or child) challenges?
141d. What have you learned from your teen (or your child) about disclosing [TOPIC], amid the stigma surrounding [TOPIC]?
142d. What topics would you like to hear more about from your teen (or child)?
143d. What resources do parents need when they feel alone and unsupported in raising their teens? 144d. How important is it to stay connected to other parents of teens (or children) with [TOPIC]?
Purpose: to evaluate how clinicians interact with patients and how they might use the provided materials.
145d. What questions do your patients have about [TOPIC]?
146d. Does [CONTENT TYPE] answer all the questions a patient might have about [TOPIC]?
147d. Does [CONTENT TYPE] contain all the information a patient would want to know about [TOPIC]?
148d. How do you like to educate your patients on [TOPIC]?
149d. What materials or information do you need in order to better educate your patients on [TOPIC]?
150d. Where would you be most likely to use [CONTENT TYPE] in your practice or your work?
151d. How confident are you in your ability to educate your patients about [TOPIC]?
152d. How confident are you in your ability to answer questions and ease concerns about [TOPIC]?
153d. How often do you talk to patients about [TOPIC], and under what circumstances?
154d. Would [CONTENT TYPE] help you [INSERT ACTION]? Why?
155d. How would [CONTENT TYPE] help you [INSERT ACTION]?
156d. How receptive are your patients when you inform them about [TOPIC]?
157d. How do your patients respond when you talk to them about [TOPIC]?
158d. What challenges do you face when talking about [TOPIC] or acting on [TOPIC] with patients?
159d. How would you use [CONTENT TYPE]?
160d. How useful would [CONTENT TYPE] be for you in your work?
161d. How do you think your patients would respond to [CONTENT TYPE]?
162d. Is [CONTENT TYPE] something that would be [ADJECTIVE] in your practice/work?
Yes
No
Not sure
163d. Is [CONTENT TYPE] something you would use with your clients/patients?
Yes
No
Not sure
164d. Do you think your clients/patients would find [CONTENT TYPE] [ADJECTIVE]?
Yes
No
Not sure
165d. Does [CONTENT TYPE] answer all the questions a patient might have about [TOPIC]?
Yes
No
Not sure
166d. Does [CONTENT TYPE] contain all the information a patient would want to know about [TOPIC]?
Yes
No
Not sure
167d. Would [CONTENT TYPE] help you educate your patients on [TOPIC]?
Yes
No
Not sure
168d. Would [CONTENT TYPE] help you [INSERT ACTION]?
Yes
No
Not sure
169d. Is [CONTENT TYPE] useful for you in your work?
Yes
No
Not sure
170d. Have you heard about outbreaks of [TOPIC] in the past?
171d. What concerns do you have about efforts to prevent or guard against the spread of [TOPIC]?
172d. What concerns do you have about [TOPIC]?
173d. What concerns do you have about how [INSERT AGENCY] is responding to [TOPIC]?
174d. What would be the most effective way to reach you with notifications about risk factors or outbreaks of [TOPIC]?
175d. How would you like to receive [INFORMATION/ALERTS/NEWS] about outbreaks of [TOPIC]?
| File Type | application/vnd.openxmlformats-officedocument.wordprocessingml.document |
| Author | Griffin, Dawn (CDC/OD/OC) |
| File Modified | 0000-00-00 |
| File Created | 2025-05-19 |