For the Safe Male Circumcision Campaign

By Ndizeye Simon

A Big idea. The proposed direction.

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A qualitative research technique designed to determine the degree of the buyer`s/target audience`s interest in a new product or idea.

Done in an attempt to seek the target audience`s approval and views to refine the big idea or proposed direction.

Face-to-face Interviews

In-depth Interviews (IDIs)

Key Informant Interviews (KIIs)

Focus group Discussions (FGDs)

Observations

Facilitators – 2 Research Assistants Moderator Note Taker

Representatives of the Intended Audience Of the same characteristics Number 8 – 12 respondents.

Arrange the seating in advance so that everyone is sitting in a circle or U-shape.

If tape recording, ensure the tape recorder is in the most appropriate location to capture all the voices of the group.

Location should be devoid of interruptions and noise.

Is to collect information and record it accurately. That information is neither right nor wrong.

i.e. Remain unbiased Only report what is said in the discussion not what

you think i.e. LEAVE YOUR JUDGEMENT AT HOME! Try not to lead respondents to a specific answer. Be polite and supportive of a respondent’s answers.

Dress appropriately. Respect the respondents cultural/religious

beliefs and values e.g. some cultures carry out circumcision.

Keep the phones off or keep them in silent mode – do not receive calls during the FGD.

Avoid arguments with the respondents and among your selves.

The note taker and moderator should keep coordinated to avoid confusion in front of the respondents.

Allow everyone in the group a chance to speak. Ask people to raise their hands to speak and

speak only one at a time. Non-verbal actions are an important element to

watch out for. Be patient i.e. do not rush participants to respond. Speak in a pleasant tone of voice. Set ground rules before the beginning of the

discussion. Do not cajole or coerce participants to respond to

a question in a certain way. Be friendly and smile when it is necessary e.g.

when greeting them.

Probing is often used when groups of people are not very responsive to your questions or seem hesitant to answer.

It is a way to ask additional questions that might help start a discussion about the information you want to collect.

It is also a way to re-phrase a question so that the respondent might more easily understand it.

Write clear notes that are readable to anyone. Write what people say not what you think they

said. Note the number of people in the group who

agreed to a certain idea. Be as specific as possible when writing up your

notes. Writing phrases instead of complete sentences

is okay provided they makes sense. You may want to bullet several responses.

Front Page – Title, Date and Authors Background Objectives Methodology Findings Conclusions and Recommendations

Three concepts with different executions developed for the SMC campaign namely;

Take a stand. Health Worker Circumcised Partner (targeting women)

4 Logos developed.

To establish which logo the audiences prefer.

To establish which overarching concept is most convincing or appealing to the audiences.

Find out if the audience understand the developed campaign concepts.

To establish whether the audience relates to the campaign concepts.

To establish whether there is anything that is offensive/ confusing in the concepts.

To establish if the concepts are attractive to the audience.

Twelve FGDs will be conducted in Gulu, Kayunga and Iganga districts with uncircumcised males aged 15–26 years, their parents and females aged 18-26 years (targeted as influencers).

Targeted respondents should have the following characteristics;

Currently uncircumcised young men aged between 15–22 years.

Females aged between 18–26 years. Parents of uncircumcised young males

who are below 18 years. Not peer educators, health educators or

local council officials.

Refer to the notes

Activity Time

Training of RAs February 8, 2011

Travel to the Field February 9, 2011

Concept Testing February 10, 2011

Debriefing February 14, 2011

Presentation of preliminary Reports for Districts. 

February 14, 2011

Presentation of Final Report for the Concept Test

February 15, 2011

Presentation of Final Report

February 17, 2011

District Mobilizer Contact No.

Kampala Annette 0774 – 179799

Gulu Teddy 0782 – 451889

Mbarara Joseph 0782 – 824361

Soroti Vivian 0701 – 688134

Nakaseke/ Luwero

Trevor 0782 - 080601

Luwero – Martin Senyonjo Gulu – Kibwota Godfrey Soroti _ Edward Atenu Mbarara – Sam Mucunguzi Kampala – Emma