TABLE 4. The "160° is Good" focus group moderator guide protocol (cont.) Questions * The results from the phone survey depicted that 81% of respondents did not recall seeing, hearing, or reading any beef safety advertising. Why do you think that is? What do you think could be done to reach a larger audience? * The results from the phone survey depicted that 15% of respondents use a food thermometer to determine when a beef hamburger is done cooking. Why do you think that is? What other methods do you think people are using? Why would they use these methods? How could messages be designed to show the importance of using a food thermometer? 5. What are your thoughts on the _______________ advertisement? (voice, tone, colors) a. Movie theatre pre-roll clip i. Do you feel this advertisement method is successful? ii. What methods do you believe would be more successful in reaching more people and why? b. Audio clips (either radio or Pandora) i. Do you feel this advertisement method is successful? ii. What methods do you believe would be more successful in reaching more people and why? c. Logo i. Do you feel this advertisement method is successful? ii. What methods do you believe would be more successful in reaching more people and why? d. Website i. Do you feel this advertisement method is successful? ii. What methods do you believe would be more successful in reaching more people and why? e. Quiz i. Do you feel this advertisement method is successful? ii. What methods do you believe would be more successful in reaching more people and why? f. Successful: i. How would you define successful in this scenario? ii. In this regard, successful relates to hearing or seeing the messaging and it caused a change in thought or behavior in regards to thermometer use. 6. Which of your food safety behaviors do you feel would be most affected by the advertisements and why? a. Which do you feel were least affected and why? b. Were there food safety messages incorporated that you had not previously considered? 7. What methods could we use to convey the importance of purchasing and using a food thermometer beyond these? 8. How would you describe the overall impact of these food safety advertisements? a. On yourself? b. On others who may also be introduced to the campaign? 9. If we were to design a successful and effective food safety campaign together, right now, how would it look? You can use the paper and pen in front of you to create lists and designs as we share as a group. a. What would it include? b. What would it not include? i. Information wise c. How would it be advertised? Probing questions: Would you explain further? * Would you say more? * Please describe what you mean. * Is there anything else that you can add? * Is there anyone else that agrees with that statement? * Is there anyone that disagrees with that statement? * What do you mean by successful? Flip the question back to the group. * Why is using a food thermometer important? September/October Food Protection Trends 341