Date: July 13, 2009
Qualitative Discussion Guide
Campaign Questions (define campaign)
Thinking about these ads/concepts as a group, what is your overall reaction to these ads/concepts that we have shown you today?
Stood out/Likes/Dislikes
What is it that the Census wants you to know from these ads?
How do these ads leave you feeling about the Census?
Do you believe that these ads specifically speak to you and your community? How does this make you feel about the Census efforts?
General Probing by Specific Ad/Concept
What was your initial reaction to this ad/concept?
What are they trying to communicate with this ad/concept? What is the main idea?
Does this idea matter to you? How so?
Specific Likes/Dislikes?
Is there anything confusing or unclear?
Did this ad tell you anything about the Census that you didn’t know before? Did you learn anything new? What?
Would this ad catch your attention? Why/why not?
Is this an ad you think you will remember? Why/why not?
Does the ad make you feel differently about the Census? How so?
How does this ad affect your interest in participating in the upcoming Census?
What is it in the ad/concept that makes you feel that way?
Is there anything about this ad/concept that would make you want to tell other people about? What?
REPEAT ABOVE PROCESS/QUESTIONS FOR EACH TEST AD/CONCEPT
Ad/Concept Specific Questions
“Ad/Concept 1”
“Ad/Concept 2”
“Ad/Concept 3”
“Ad/Concept 4”
Wrap-Up on Campaign
What change, if any, has occurred with regard to your interest in the upcoming Census?
What caused that change?
Conclusion
Thank and end session.
| File Type | application/msword |
| File Title | Screener |
| Author | Draft FCB Group |
| Last Modified By | newbu001 |
| File Modified | 2009-07-14 |
| File Created | 2009-07-14 |