Supporting Behavior Change for Social Good
Focus Groups for Social Marketing Efforts
This quarterly forum educated attendees about all aspects of conducting focus groups, including recruit of participants, facility options, discussion guide development, moderation, analysis and reporting. Suggestions for discussion guide format (introduction, warm-up, investigation and conclusion) and questioning techniques were shared. In addition to moderating tips, good probes for getting beyond top of mind responses and great questions for social marketing purposes were shared. Participants learned about five different projective techniques (exercises for uncovering the reasons and emotions behind behavior) and tips for analyzing the findings.
Presenter: Nancy Hardwick, Hardwick Research
Bring your own lunch.
Pacific Northwest Social Marketing Association (PNSMA)
1011 Western Avenue, Suite 702
Seattle, WA 98104
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