Averting Unintended Consequences of Health Campaign Messages: Utilizing Focus Group Methodology to Design Motorcycle Safety Messages

• In Event: Health Messages and Outcomes: Perception, Behavior, and Prevention

Abstract

This project details the importance of the formative research methodology undertaken by the Motorcycle Safety Campaign team as they utilized focus groups to test potential campaign messages. Results elucidated the importance of message testing during campaign development as well as the importance of knowing when to make decisions contrary to the opinions expressed during focus groups in order to avert unintended consequences and preserve the integrity of the campaign.

Authors

• Carin Kosmoski, Purdue University

• Marifran Mattson, Purdue University