1 Ag e nda Ge ne ra l Protoc ol in c oope ra tion with WP 4 T ime - - PowerPoint PPT Presentation

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WP 5 Consume r study imple me nta tion for fruits a nd nutrition ba la nc e Mile stone 5.1. F

• c us Groups protoc ol

Ka rin Zimme rma nn Sie t Sijtse ma Ma rtine L a nia u Cristina Mora Budva , 15th of Oc tobe r 2009

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Ag e nda Ge ne ra l Protoc ol in c oope ra tion with WP 4 T ime ta ble Protoc ol F

• c us Group informa tion a nd disc ussion

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Ge ne ra l Pro to c o l in c o o pe ra tio n with WP 4

F

• c us g roup

Go a l: to g e t mo re spe c ific info rma tio n o f inte re ste d ta rg e t g ro ups a nd / o r to pic s Spe c ific o b je c tive s a nd re se a rc h q ue stio ns fo c us g ro ups:

Ha ve to be de c ide d on a fte r a na lyzing the c onsume r in- de pth inte rvie ws.

De c e mbe r!!!

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Ge ne ra l Pro to c o l in c o o pe ra tio n with WP 4

Mile sto ne Pro to c o l F

• c us g ro up g uide L

E I (12 mo nths a fte r sta rt - Oc to b e r 2009) T a sks WBC (1)

Consume r se le c tion

• 8 to 10 pa rtic ipa nts a ddre ssing the o b je c tive
• Ove r re c ruitme nt (12 pe rso ns)
• Sta rt 1 mo nth in a dva nc e
• Re c ruitme nt b y a dve rtising ? T

e xt re fle c ting to the E U pro je c t a nd fo o d

• No stude nts a nd e xpe rts
• Co mpe nsa tio n: do n’ t me ntio n o n fo re ha nd
• De ve lo p re c ruitme nt q ue stio nna ire
• NO informa tion re la te d to subje c t: fruit c onsumption

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Ge ne ra l Pro to c o l in c o o pe ra tio n with WP 4

Mile sto ne Pro to c o l F

• c us g ro up g uide L

E I (12 mo nths a fte r sta rt - Oc to b e r 2009) T a sks WBC (2)

F

• c us g roup mode ra tor
• to fo llo w g e ne ra l princ iple s o f a nima tio n o f a g ro up (tra ining issue ? )
• re spe c t to e a c h pa rtic ipa nt
• liste ning to e ve ryo ne a nd ha s to re a c t to wha t is sa id
• to summa rize , a nd to a na lyze
• q uic kly the ma in po ints a nd c o nc lusio ns
• fo llo ws the g uide line a nd sho uld b e c omple te ly fa milia r with it (tra ining issue )
• to re spe c t the timing fo r e a c h q ue stio n o r e xe rc ise
• a n o b se rve r will ta ke no te s, witho ut ta king pa rt in the disc ussio n
• T

ra ining of the mode ra tor

• in e a c h c o untry o n ho w to mo de ra te a fo c us g ro up
• pra c tise o n a fo c us g ro up itse lf
• pra c tic a l e xe rc ise s o f a nima tio n
• the g o a ls a nd o b je c tive s o f the study a re e xpla ine d
• ma te ria ls suc h a s the g uide , g uide line , ma te ria l use d sho uld b e g ive n

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Ge ne ra l Pro to c o l in c o o pe ra tio n with WP 4

Mile sto ne Pro to c o l F

• c us g ro up g uide L

E I (12 mo nths a fte r sta rt - Oc to b e r 2009) T a sks WBC (3)

• T

ra nsla tio n o f the pro to c o l g uide

• One pilo t g ro up will b e o rg a nise d
• T

he me e ting ro o m: c o mfo rta b le , a nd e a sy to find

• T

he pla c e : in c a pita ls o r in rura l a re a s

• T

he lo c a lisa tio n: in princ iple 2 fo c us g ro ups pe r WBC

• Afte r pilo t: a djust the fo c us g ro ups pro to c o l (if ne c e ssa ry)
• Pre pa re the fina l fo c us g ro ups
• Mo de ra ting the fo c us g ro ups
• Vide o re c o rde d a nd full tra nsc riptio ns a nd tra nsla tio n
• Ana lysis a nd re po rte d
• Co mple ting a nd re fining the c o nc e ptua l mo de l (L

E I , WBC)

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T ime ta b le

Pla nning a nd de a dline s

By WP 5 Ac tivitie s AGRIDE A SE E DE V SMMRI GE M L E I E NIT A- C BE L ZAG RIHP UL

• SL

O PARMA BiH IPH MNE We e k De a dline 2009

Pe rso n mo nths 1 1 5 2 8 1 1 1 6 1 3 2 3

5.3.2 Consumer attitudes: a qualitative approach – focus groups

Pre pa ring dra ft F G pro to c o l a nd de sc riptio n o f c o nsume r se le c tio n x x 2 10-10 T ra ining o n mo de ra ting F G x 48 29-11 Se le c ting to pic s, b a se d o n

• utc o me s o f a c tivitie s 5.1, 5.2

a nd 5.3.1 fo r F G’ s x x x x 51 13-12 De sig n the g uide line x x x 10-01- ‘ 10 Org a nize a nd e xe c ute F G x 3 24-01- ‘ 10

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Pro to c o l F

• c us Gro up info rma tio n a nd disc ussio n

Introduc tion to a possible e xa mple

T a rg e t g roup: Pa re nts with c hildre n

10 min

• 1. Intro duc tio n

10 min

• 2. Wa rming up

20 min

• 3. Ge ne ra l a sso c ia tio ns re g a rding fruit a nd fruit c o nsumptio n

10 min

• 4. Cha ng e s in c o nsumptio n

10 min Bre a k 45 min

• 5. Pe rc e ptio n o f po sitio ning

20 min

• 6. Co nsumptio n mo me nt

25 min

• 7. De b a ting

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Pro to c o l F

• c us Gro up info rma tio n a nd disc ussio n

Introduc tion to a possible e xa mple

• 1. Introduc tion 10 min

I ntro duc e the se ssio n in g e ne ra l te rms b ut don’t e xpla in the purpose of the

proje c t in te rms of he a lth e tc . Just sa y tha t the E

U wa nts mo re insig ht in the

• pinio n o f E

uro pe a n c itize ns a b o ut c o nsumptio n o f fo o d. Don’t me ntion the

word fruit!- E

xpla in the pa rtic ipa nts tha t the re a re no rig ht a nd wro ng a nswe rs, wha te ve r the y think is impo rta nt to us.- Ac q ua inta nc e : All pa rtic ipa nts intro duc e the mse lve s sho rtly (in te rms o f a g e , o c c upa tio n, fa mily situa tio n, ho b b y’ s e tc .). T

• ma ke pe o ple mo re o pe n, the g ro up le a de r c a n sta rt with a

mo re pe rso na l intro duc tio n. Yo u c a n a lso a sk the m to te ll a b o ut the ir fa vo rite ho lida y de stina tio n.

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Pro to c o l F

• c us Gro up info rma tio n a nd disc ussio n

Introduc tion to a possible e xa mple

• 2. Wa rming up 10 min

Assig n me nt T he pa rtic ipa nts ne e d to a nswe r 4 q ue stio ns individua lly. All que stio ns ne e d to b e a nswe re d ve ry q uic kly (in a b o ut 5 se c o nd s). Afte r the first q ue stio n is po se d the pa rtic ipa nts imme d ia te ly write do wn the ir a nswe r o n the ir po st-it c a rds a fte r whic h the ne xt q ue stio n is po se d a nd so o n. Whe n the la st q ue stio n is a nswe re d, the ir will b e a g e ne ral disc ussio n o f the a nswe rs o n q ue stio n b ) a nd c ). E ve ryb o d y is a ske d wha t the ir a nswe r wa s a nd pe o ple c a n e la b o ra te a b it. Que stio ns Pa rt o ne : a ) Wha t is the first thing tha t c o me s to mind whe n I sa y ‘ fruit’ ? b ) Wha t c o lo r c o me s to mind whe n yo u think o f fruit? c ) Wha t c o untry c o me s to mind whe n yo u think o f fruit? d ) Wha t wa s the la st time yo u ha d fruit? Wha t wa s it? Pa rt two : Afte r writing d o wn the se fo ur a nswe rs: Wha t did yo u a nswe r a s the c olor tha t c a me to mind? Why? Wha t do yo u e xa c tly me a n b y tha t? Wha t did yo u a nswe r a s c ountry? Why? Ca n yo u e xpla in tha t to me ? E xpe c te d re sult T he pa rtic ipa nts fe e l c o mfo rta b le a nd a re wa rme d up; the y a re o pe n-minde d. Po ints o f a tte ntio n With q ue stio n d, do n’ t ta lk a b o ut fruit the y’ ve e a te n b ut ke e p it a s g e ne ra l a s po ssible . I nste a d a sk whic h fruit the y ha d (Pe o ple mig ht se e fruit no t a s fre sh fruit b ut a s a juic e o r a vita min pill). Ma ke sure pe o ple do n’ t ta lk to e a c h o the r whe n a ske d to write d o wn the ir a nswe rs. Ma ke sure pe o ple re alize the re is no wro ng o r rig ht a nswe r. K e e p it a s g e ne ra l and o pe n a s po ssible . Ma te ria ls ne e de d Po st-it c a rds a nd pe nc ils. E a c h q ue stio n will b e writte n d o wn o n a ne w po st-it.

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Pro to c o l F

• c us Gro up info rma tio n a nd disc ussio n

Introduc tion to a possible e xa mple

• 3. Ge ne ra l a ssoc ia tions re g a rding fruit a nd fruit c onsumption (20 min)

Go a l

• Ge t insig ht into the a sso c ia tio ns pa rtic ipa nts ha ve with fruit
• Ge t insig ht into ho w p e o ple de fine fruit c o nsumptio n.

(Ge t insig ht into the mo tive s a nd b a rrie rs pe o ple ha ve with fruit) Assig nme nt T he a nswe rs to the q ue stio ns a ) ‘ Wha t is the first thing tha t c o me s to mind whe n I sa y fruit? ’ a nd d ) ‘ Wha t fruit’ ? will b e disc usse d in the g ro up. E ve ryb o dy is a ske d to te ll wha t the y wro te do wn a nd p e o ple c a n re Que stio ns a ) Wha t wa s the first thing tha t c a me to mind whe n I sa id fruit? Why? Co uld yo u e xpla in tha t? Are the re o the r thing s tha t c o me to mind a s we ll? Wha t do yo u think o f? E d ) Whe n wa s the la st time yo u ha d fruit? Wha t wa s it? (Whe n o nly fre sh fruits are me ntio ne d: Did yo u a lso pro c e sse d fruits? Wha t do yo u c o nside r a s fruit? Whe n c a n a pro duc t b e c o nside re d a s fruit a nd whe n no thing s tha t yo u think o r c a n think o f? Why the se pro duc ts? E tc . E xpe c te d re sult

• An o ve rvie w o f the a sso c ia tio ns pe o ple ha ve with fruit a nd fruit c o nsump tio n.
• An o ve rvie w o f the c o nside ra tio ns pe o ple ma ke whe n d e fining fruit; o ve rvie w o f the c rite ria the y use .

[Do p e o ple o nly disc uss fre sh fruit o r a lso juic e s, c a nne d e tc .? ] Wha t do yo u think is fruit? Whe re do pe o p Po ints o f a tte ntio n

• I

n this a ssig nme nt, a lre a dy mo tive s a nd b a rrie rs will c o me fo rwa rd . T a ke no te o f this.

• I

n this a ssig nme nt, a lre a dy a n ide a o f c o nsume r kno wle d g e c a n b e d e ve lo pe d. Ma te ria ls ne e d e d No ne

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Pro to c o l F

• c us Gro up info rma tio n a nd disc ussio n

Introduc tion to a possible e xa mple

• 4. Cha ng e s in c onsumption (10 min)

Go a l Ge t insig ht into mo tive s a nd b a rrie rs in g e ne ral Assig nme nt Disc ussio n o f fruit c o nsump tio n Que stio ns Ha ve yo u c ha ng e d the a mo unt o f fruit yo u a te o ve r the la st ye a rs? Do yo u e a t le ss? Do yo u e a t mo re ? Do yo u e a t diffe re nt pro d uc ts? Wha t is the re a so n fo r c ha ng e ? Is it pe rso na l o r so c ia l? Co uld yo u e xpla in tha t? Are the re o the r re a so ns? Are the re o the r re a so ns yo u did o r didn’ t c ha ng e yo ur fruit c o nsumptio ns? I f yo u c o nside r yo ur inta ke o f fruit, is it in a c c o rd a nc e with wha t yo u think is a c tua lly g o o d fo r yo u? Ca n yo u e xpla in it? Ho w do yo u fe e l a b o ut tha t? E xpe c te d re sult An o ve rvie w o f the re a so ns why pe o ple c o nsume fruit a nd why the y do n’ t. Po ints o f a tte ntio n Ma ke sure e ve ryo ne is a ble to ta lk Ma te ria ls ne e d e d no ne

• 5. Bre a k (10 min)

Ma te ria ls ne e d e d Co ffe e , te a , wa te r a nd c o o kie s

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Pro to c o l F

• c us Gro up info rma tio n a nd disc ussio n

Introduc tion to a possible e xa mple

• 5. Pe rc e ption of positioning (45 min)

Go a l Ga in insig ht into mo tive s a nd b a rrie rs pe o ple ha ve . Gain insig ht into the way pe o ple c a te g o rize fruit. Ga in insig ht into c o nsume r kno wle dg e c o nc e rning fruit. Assig nme nt Po sitio n the stic ke rs o f the fruit o n the line s in a ppe ndix A to ind ic a te the ir po sitio ning . Disc uss in the g ro up e a c h dime nsio n Po sitio n the stic ke rs o f the pro duc ts o n the line in a ppe ndix B to indic a te the po sitio ning . Disc uss in the g ro up. Que stio ns Appe ndix A: Whe re do pe o ple po sitio n the fruit a nd why? Why do yo u ra nk yo ur fruit like this? Ca n yo u e xpla in it a b it mo re ? Do o the rs ha ve diffe re nt mo tive s? Are the re o the r mo tive s pla y a ro le in putting the stic ke r a t tha t pla c e ? Whe re do pe o ple po sitio n the pro duc t a nd why? Why is a c e rta in pro duc t he a lthie r tha n the o the r? Wha t do yo u c o nside r as he althy? E xpe c te d re sult A c o lle c tive ra nking o f the fruits a nd the pro duc ts A list o f mo tive s a nd b a rrie rs Po ints o f a tte ntio n Ma ke sure e ve ryo ne will first do this a ssig nme nt individually. Afte r tha t disc uss it a s a g ro up. Ma te ria ls ne e de d F

• r e ve ry pa rtic ipa nt: stic ke rs with the na me s o f the 5 fruits (e .g . a pple , b a na na , g ra pe s, o ra ng e , pe a c h; 3 stic ke rs fo r e a c h fruit).

Individual she e ts (A4) o n whic h the pro duc ts c a n b e ra nke d (Appe ndix A). Stic ke rs with the na me s o f the 7 pro duc ts (g la ss o f wine , fre sh pe a c h, drie d fruit. c a nne d o ra ng e juic e , a pple pie , fre shly sq ue e ze d o ra ng e juic e , c a nne d fruit). Individual she e ts (A4) o n whic h the pro duc ts c an b e ra nke d (Appe ndix B). F

• r the g ro up: Big she e ts (a ppe ndix A a nd B) to put o n the flip-c ha rt o r white b o a rd . Stic ke rs with the na me s o f the 5 fruits (3x) a nd

the 7 pro duc ts

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Pro to c o l F

• c us Gro up info rma tio n a nd disc ussio n

Introduc tion to a possible e xa mple

• 6. Consumption mome nt

Go a l I nsig ht into the c o nsumptio n mo me nt Assig nme nt Gro up disc ussio n Que stio ns Whe re do yo u e a t fruit? At ho me o r o ut o f ho me o r b o th? Why do yo u e a t it the re , why no t? Are the re a ny mo re re a so ns (no t) to do so ? Ca n yo u e xpla in tha t? Is it a ha b it? Ha s it c ha ng e d? Do yo u like to se e thing s c ha ng e d? Wha t a re the y? Why/ why no t? And whe re do yo u b uy fruit? Why the re why no t so me whe re e lse ? Ha s it c ha ng e d whe re yo u b uy yo ur fruit? Why? E xpe c te d re sult Po ints o f a tte ntio n I n the g ro up with pa re nts, e xtra a tte ntio n c a n b e pa id to the ir c hildre n (a nd ma yb e o the r fa mily me mb e rs) I n the g ro up o f wo rking pe o ple , e xtra a tte ntio n c a n b e pa id to c o nsumptio n a t wo rk, c o nsumptio n while tra ve ling , c o nsumptio n in re sta ura nts e tc . I n the g ro up with o lde r pe o ple , e xtra a tte ntio n c a n b e pa id to ha b its; ho w do ha b its e me rg e , ho w do the y c ha ng e ? Ma te ria ls ne e de d no ne

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Pro to c o l F

• c us Gro up info rma tio n a nd disc ussio n

Introduc tion to a possible e xa mple

• 7. Debating (25 min)

Go a l Ge ne ra te mo re insig ht in mo tive s a nd b a rrie rs. F ind o ut a b o ut tho se mo tive s a nd b a rrie rs tha t a re b e yo nd the o b vio us. Assig nme nt Pa rt 1 (10 minute s) T he g ro up will b e dive d in two pa rts: g ro up 1 a nd 2 Bo th g ro ups will he a r a sto ry tha t the y ne e d to fill in/ c o mple te . T he y will o nly he a r the sto ry fo r the ir g ro up a nd no t fo r the o the r g ro up. Que stio ns (L e t the g ro up to the ta lking . Only inte rfe re whe n thing s c o uld g e t o ut o f ha nd o r ta king the wro ng d ire c tio n) E xpe c te d re sults An e ve n mo re e xte nsive list o f mo tive s a nd b a rrie rs Po ints o f a tte ntio n T he pa rtic ipa nts ne e d to fe e l fre e to sa y a nything tha t c o me s to mind Ma te ria ls ne e de d Pa pe r a nd pe nc il.

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Protoc ol F

• c us Group informa tion a nd disc ussion

T

• be c ontinue d in De c e mbe r!