Concept Testing Discussion Guide. Tuko Wangapi Tulizana Phase 2 Bagamoyo, November 7, 12. Location..Gender No of participants

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Concept Testing Discussion Guide. Tuko Wangapi Tulizana Phase 2 Bagamoyo, November 7, 12. Location..Gender No of participants Introduction Good morning/afternoon My name is and my friend is..we work JHU cooperating with the ministry of health is in the process of developing phase 2 of the Tuko Wangapi Tulizana campaign. In order to develop materials for this campaign some concepts were developed to guide the materials developed and we would like to ask you some questions about them. Please feel free to tell us anything about these concepts. To find about your thoughts we shall ask you a few questions and please remember no answer is right or wrong. s for logo s 1. What do you understand by phrase Tulizana? (unaelewa nini ukisikia dhana Tulizana?) 2. (Clarity) How would you describe the phrase Tulizana in your own words/language? (unaweza kuelezeaje dhana ya Tulizana katika lugha yako?) s for each of the concepts (objectives are for moderator) Objective: Friends helping friends to have the ability to come out of concurrency Concept 1. I dare to be different (thubutu kuwa tofauti) 1

Execution 1 story line: Showing up unexpectedly with your primary partner where CP is fashionable 2. Do you think this idea is telling you to do anything in particular? 3. What do you understand by the phrase I dare to be different? 4. Is there anything you do not understand? 5. In your own words what is this idea saying? 6. Is there anything confusing or offensive with the idea? After answering questions to the first execution for concept 1 show them Of these executions which one do you like most and why? Objective: Modeling couple positive behavior internally Concept 2. Do it for Them/Her/Him (by exercising patience and compromise) (Fanya kwaajili yao/yake/yako kwenye ndoa au mahusiano) kwa kuwa mvumilivu au kuchukuliana Execution 1 story line: Not taking nonsense or making it work? 2. Do you think this idea is telling you to do anything in particular? 3. What do you understand by the phrase Fanya kwaajili yao/yake/yako? 4. Is there anything you do not understand? 5. In your own words what is this idea saying? 6. Is there anything confusing 2

or offensive with the idea? After answering questions to the first execution for concept 2 show them Objective: Modeling ways to reduce number of partners/maintain one partner Concept 3. I will (Ntafanya/ntakubali/ Ntatekeleza) Execution 1 story line: Bodaboad yangu haivuki boda 2. Do you think this idea is telling you to do anything in particular? 3. What do you understand by the phrase(ntafanya/ntakubali/ Ntatekeleza 4. Is there anything you do not understand? 5. In your own words what is this idea saying? 6. Is there anything confusing or offensive with the idea? After answering questions to the first execution for concept 3 show them Objective: Showing consequences of Concurrency, negative/positive Concept 4. Look after yourself and live longer. ( Jitunze ili uishi mda mrefu zaidi) Execution 1 story line: Foregoing marriage than marrying a married man 3

2. Do you think this idea is telling you to do anything in particular? 3. What do you understand by the phrase 4. Is there anything you do not understand? 5. In your own words what is this idea saying? 6. Is there anything confusing or offensive with the idea? After answering questions to the first execution for concept 4 show them Selection of concepts. 1. Which of these four concepts capture your attention? 2. Which of the four concepts most clearly communicates that; it wants you to tulizana, why and how? 3. Which for these four concepts do you relate to most? 4. Which of these four concepts communicates the strongest benefit of tulizana why and how? 5. Which of these four concepts do you think would likely convince people like you to start kutulizana, why and how? 6. Which of these four concepts is your preferred 4

choice? Why? s 1. Have you seen this visual before? Where? (umeshawahi kuona hii picha mwanzoni? Wapi?) 2. Have you seen this visual before? Where? (umeshawahi kuona hii picha mwanzoni? Wapi?) 3. When you see this visual what comes to your mind? ( ukiona hii picha..unapata picha gani kichwani mwako?) 4. What other visuals can be used to show the phrase..? (ni picha gani nyingine zinaweza kuonyesha dhana ya tulizana?) 5. Ensure the respondents describe clearly the visuals/logos they want. ( hakikisha participats wanaeleza kwa uwazi 5

picha wanayoona inafaa) Matrix ranking This will be filled in by the research assistants for each concept after the group discussion. Matrix ranking Concepts 0 1 2 3 4 5 6 7 Draws attention of the audience (kuvuta usikivu) Message is clear; understandable & relevant 6

( ujumbe iko clear, inaeleweka na inaendana) Relates to the target/focus audience ( inaongea na wahusika) Believable to the target/focus audience ( inaaminika kwa wahusika) 7

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