Food Protection Trends - September/October 2020 - 340

TABLE 4. The "160° is Good" focus group moderator guide protocol
Questions
Familiarization with the campaign message that we will be discussing. As I scroll through the website, please take it all in:
This video was played during the previews at the beginning of movies at movie theatres.
The audio clips were played on basic FM radio stations as well as the music app Pandora.
The logo was shown as a banner ad along the top of websites.
Website was linked to social media such as Facebook and Twitter.
Additionally, the quiz that is located on the website can be found in your packet for you to review as well.
Option A:
As a way to introduce yourselves you can say your name and what you think the purpose of the advertisements was.
What were your first impressions of the advertisements?
Did you like the advertisements?
Did you dislike the advertisements?
What stood out to you?
Option B:
Once again, I'd just like to get a head count of how many of you recognized this campaign previously.
So, as a way to introduce yourselves you can say your name and if you saw or heard any of these advertisements this past summer?
If so, where did you see or hear it?
Was there anything presented in the campaign that surprised you?
1. Now that we've reviewed the campaign I would like you to state what you think food safety means and the role it plays in your life.
a. What do you think of when you hear the words food safety?
b. Does this campaign match what you think of when you hear food safety?
c. How could this campaign portray food safety effectively?
i. Effective:
1. How would you define successful in this scenario?
2. In this regard, effective relates to hearing or seeing the messaging and it caused a change in thought or behavior in regards to
thermometer use.
2. What do you feel would be effective about these advertisements in regards to convincing you to buy and use a food thermometer
when cooking meat and why?
a. What do you feel would be ineffective about these advertisements in regards to convincing you to buy and use a food
thermometer when cooking meat and why?
b. What type of thermometer would you buy and why?
c. What would you use it on and why?
i. *Overall feedback on campaign messaging as a whole
3. In your opinion, what food safety messaging would be effective in convincing you to buy and use a food thermometer when
cooking meat and why?
a. In your opinion, what food safety messaging would be ineffective in convincing you to buy and use a food thermometer when
cooking meat and why?
b. What did you like or not like about the 160° Is Good food safety campaign?
i. *Overall feedback about food safety messaging in general
4. If you own a food thermometer, what motivated you to get and use it? Why?
a. If you do not own a food thermometer, what are the reasons you don't feel the need to purchase and use one and why?
b. What is it that turns you away from using a food thermometer?
Now we have some questions regarding the results we gathered through a phone survey where advertisements were released:
* The results from the phone survey depicted that after seeing the advertisements, 23% of respondents said they started using a
food thermometer or already use a food thermometer. Do you agree with this statement?
Why do you think the other 77% did not or will not purchase a food thermometer?
What do you believe could be done to convince them to purchase and use a food thermometer?
Continued on next page.
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Food Protection Trends September/October

Food Protection Trends - September/October 2020

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