APPENDIX B: DISCUSSION AGENDAS
HAND AROUND FIRST WRITTEN EXERCISE
ri
What do you recall from these messages? Write down everything you remember on this page.After you have finished, please turn over the written exercise and put your pencil down so that 1 know you're done.
CONTEXTUAL INFORMATION (10 minutes)
(USE THIS SECTION IF W ARNING NOTICES ON ADS ARE REVIEWED FIRST) USERS SESSIONS:
When you were recruited for the study you indicated that you had used a smokeless tobacco product.
What smokeless tobacco products do you use? How long have you used them? GO AROUNDTHE TABLE
Do any ofyou also smoke cigarettes? GET HAND COUNT. How about other tobacco products?
POTENTIAL USERS SESSIONS:
. Wh en you were recruited for this study you indicated that you smoked cigarettes or smoked other tobacco products or used a smokeless tobacco product.
How many ofyou smoke cigarettes? GET RAND COUNT
How many smoke cigars? Pipes? Other types oftobacco products that are smoked? GET HANDCOUNT
How many use a smokeless tobacco product, su ch as chewing tobacco or snuff? GET HAND COUNT. Which types? Has anybody else ever used or tried a smokeless tobacco product?
C. WRITTEN EXERCISE
For this part of the session, we will be reviewing and discussing the five mock-up warning notices on advertisements of smokeless tobacco products that you just saw. The warning notices are the text-based messages that appear at the top of the advertisement as you see them.
When reviewing them, please keep in mind that they could vary in size and layout (i.e.
portrait or landscape) based on where the ads appear. They would coyer 25% of the ad.
Such advertising could appear on signs, in magazines with a mostly adult readership, on websites, or in bars.
We will refer to the mock-up warning notices for smokeless tobacco ads as "messages"
or "notices" for this exercise and the follow-up discussion.
USE IF W ARNING NOTICES ON ADS ARE REVIEWED FIRST
• Each message has a code at the bottom (e.g. Hl).
rating sheets.
2'3 .1-)
.2'%0~ider the message in terms of the following:~d
In a minute, 1 will hand you a folder with the two sets of messages. Do not open the folders untiI 1 tell you. We wiII be reviewing each set of messages separateIy starting with the 5 messages in the first section (ieft side) of the foIder. Please do Dot go to the messages OD the right side of the folder for DOW.
Now turn to the other section (right side) of the folder for the set ofwarning notices to look at.
We are now going to look at these notices in more detaii. Please focus on the notices or messages at the top of the page. 1 want to get your impressions of them and 1 have sorne rating sheets for you to use to work on. We will go through all the messages first on paper and then discuss them later.
HAND OUT SECOND WRITTEN EXERCISE
The messages are repeated on the
How clear and easy is this message to understand?
How believable is this message?
To what extent does the message motivate you to quit or reduce your tobacco use?
How likely would you be to remember the message?
• Use the thumbs up/thumbs down scale to answer these questions.
• Then turn the page and review the next one and continue until the five messages are completed. Please do not go back to change your answers.
• Once you are done rating the five messages, pick the two that you think are the best and put a check mark beside these on the last page.
• After you have finished, please turn over the ratings exercise, put your pencil down and close the folder so that 1 know you're done.
COMPLETE WRITTEN EXERCISE
D. GROUP DISCUSSION Now open your folders again.
Let's go through ail the messages and discuss what you think of each one, starting with
the firs~ne.
b
24. :1-) 24.r:!;
What is your overaII impression ofthis message? Why do you say that?êJ
else? Is the message communicated effectively? If not, why not?Cd€..-
Is the message clear and easy to understand? If not, what is unclear?
Do you believe what the message is saying? If not, why not?
Is the message memorable? Would you remember the message? Why/why not?
Probe: - memorable aspect/aspects
Does it catch your attention? Would you notice this message if it appeared at the top of an ad like this? Why/why not? Does it stand out?
Is the tone of the message appropriate? If not, why not? Is the message directed at you or someone like you?
Does this message affect you personally? Is it relevant to you?
:2.."2 'a\'\)
10. Does it provide you with any new or useful information? Is it effective in informingJ . .} ()\ and educating you about the effects/impacts of using smokeless tobacco?
\') ~
,
'3 Ll o.,bCJ
1. Is this message one ofyourtop 2? Why?/why not?~S \
12. What changes would you make to this message to make it easier to understand or more effective?---
REPEAT QUESTIONS FOR EACH SUBSEQUENT MESSAGE. AFTER ALL FIVE MESSAGES HAVE BEEN REVIEWED ...~ .
3b ab
13. What stands out the most on the page ... the notice or the ad, or both? Does the notice draw you away from the tobacco ad?14. Which messages do you think would be most effective in terms of informing and educating about the effects/impacts ofusing smokeless tobacco? (HAND COUNT) 15. Can you think of any other messages that could be effective in motivating tobacco
users to quit or reduce their use oftobacco products? If so, what?
8
LlO
41ab
TAKE BACK BOOKLETS AND QUESTIONNAIRES
4.0 CLOSING COMMENTS (2-3 minutes) What did you learn tonight that was new?
What did you see that had the greatest impact on you?
Do you remember who sponsored these messages? Do you remember anything else?
Health Canada would like to thank you for your participation in this research study.
9
ENVIRONICS
RESEARCH GROUP
Le 26 janvier 2007