Please arrive at least 15 minutes early. An "art gallery" will be displayed in the room with examples of 3-4 Most of Us campaign flyers. Each flyer will have a letter designation.

1. Review the Art Gallery.
2. Review the Survey.
3. Arrange chairs.
4. Designate facilitator and recorder seats.

1. Set the tone. This step is important, because probably few of your members will have been in a focus group before. The facilitators should model a relaxed, enthusiastic, open and confident mood.
2. Introduce yourself and the recorder.
3. Thank people for coming.
4. Review the purpose of the group, and the goals of the meeting. Set the stage. Purpose: Gather your opinions on the "Most of Us" social norms marketing campaign. This information will contribute to enhancing the campaign and developing new educational components. Goal: Open, honest feedback from first year students.
5. Go over the flow of the meeting -- how it will proceed, and how the members can contribute. "The session will take about 90 minutes total. I’ll ask some questions, and each of you will have the opportunity to respond. Talk openly, respectfully and with the idea that you are contributing to an important health promotion project for you and your peers at JMU."
6. Lay out the ground rules, such as: No "put downs." One person talks at a time. Encourage open participation. There are no wrong answers and group consensus is not necessary.
7. Inform students that one facilitator will be taking notes of the focus group discussion, but no student names will be used in the notes. No comments will be attributed to any one individual. The session will also be audiotaped. Ask students NOT to use their name or that of any other group member since the session is being recorded. The tape will be transcribed, but only a summary of the focus group discussion will be shared with persons outside the University Health Center and the Office of Substance Abuse Research. The names of focus group participants will not be released in any way. Ask students to sign the consent form.
8. Inform students that their participation is voluntary and that they have the right to NOT participate or to quit participating at any time during the session. Ask students not to discuss any views of or comments by other participants after leaving the room.

You can see we have an "art gallery" displayed in the room. Take a minute to look at each of these flyers from the Most of Us campaign. Please complete the survey for each flyer. We’ll refer to these flyers in our questions.

1. What is your first impression of these materials?

• (Positive or negative image?)

• What doesn’t match?

• What message does it send?

• What about it catches your eye?

• What would improve readability/interest?

1. Is anything confusing about any of the flyers?

• If so, what?

1. What do you find interesting about the flyers?
2. Which flyer has the most useful information?

• Why?
• What is useful about the information?

• Why?
• What would be useful information?
• What information do you want/look for?

1. Which flyer is the most believable or convincing?

• Why is it believable?

1. Which flyer is the least believable or convincing?

• Why?
• What about the message is not believable?
• How could the message be changed to make it believable?
• What other information could we provide to increase believability?
• What makes something believable?

1. If you could change one thing about any of these flyers, what would it be?
2. Are there any parts of this material that seem inappropriate?
3. Is anything offensive? Does anything make you angry?
4. Do you feel that these flyers are talking to someone like you?

• If so, why?
• If not, why not? Who are they talking to?

ENDING– 10 minutes

1. Provide 2-minute summary of themes/opinions
2. Begin with the most important findings, attempt to capture common themes, but also acknowledge differing points of view and words of advice.
3. Offer interpretation.
4. Check for confirmation by asking: Did I correctly describe what was said? Does this sound complete?

1. Ask the participants if there is anything else they would like to add on the topic.

1. Tell them the results of the focus groups will be used to improve the "Most of Us" campaign.
2. They are welcome to contact the Office of Substance Abuse Research or the Health Center for any information.

1. Thank them once again for their time and input. Remind students not to discuss any views of or comments by other participants after leaving the room.

1. "Dismiss" the students and distribute payment ($10/student)

1. Both facilitators should review the recorded notes.
2. Hand-polish your notes; no need to type. Finish sentences, make sure all are legible.
3. Give us some general observations:

What patterns emerged?

What are some common themes?

What new questions arise?

What conclusions seem true?

 

1. Please return materials to Kate Breitbeil, CISAT Modular Building room 232.