DRAFT ONLY: DO NOT COPY v3 Mar25

FOCUS GROUP REPORT 1

The Findings: Thematic analysis of Focus groups with audiences.

by Bruna Seu

INTRODUCTION

Three preliminary reports will be compiled on the basis of the audience data that has been gathered. The first two will be based exclusively on the data from the 18 focus groups, whilst the third will discuss primarily the data from individual interviews with members of the public, but will also link the latter with focus group data. The data from the focus groups has been thematically, then discursively analysed, while the data from individual interviews will be analysed according to the BNIM (Biographical Narrative Interview Method) principles as well as through psychoanalytically informed analyses. In addition to these three audience based reports and the practitioner based report, a final report will also be compiled at the end of the project.

This first report is based on the focus group sessions with members of the UK public that were carried out in 2011 as part of the project. The report is organised into four main sections as follows:

  • full details of the focus groups, including locations, demographic information about participants, NGO materials used, and the specific aims and objectives of this particular phase of the project
  • a critical discussion of two key themes that emerged across the focus group sessions
  • some further observations from topics and concerns raised by participants during the focus group sessions
  • a conclusion and recommendations based on these findings

The second section – the thematic discussion - explores the following issues

  • Public perceptions of NGOs, including peoples’ positive and negative views of NGOs and their concerns – both general and specific - about NGOs and NGO activities
  • Group members’ responses to individual NGO appeals, especially in terms of style and presentation and content, their thoughts about what appeals should – and should not – do, and also the use of emotion in the appeals

The Focus Groups

Aims and Objectives

Our research team conducted 18 focus groups with over 160 audience members from all over the UK. With the exception of 4 (in Scotland and Wales), which were carried out by the Research Assistant Dr. Frances Flanagan alone, the remaining 14 focus groups were carried out by Dr. Bruna Seu, with the assistance of Dr. Flanagan. Participants were asked about their responses to a range of NGO communications (e.g. appeals, campaigns, newsletters etc.) about distant suffering – communications which covered humanitarian, development and human rights issues.

Eighteen focus groups were carried out in total, comprised of 50% male and 50% female participants. The demographic composition of each group was carefully selected so as to incorporate individuals from across the country, and from a range of income levels, ages, sexual orientations and ethnic backgrounds.

The aim of the focus groups was to gather data on the ways in which people think and feel about distant suffering in their everyday lives. Key points that the research team wished to explore included:

(i) Peoples’ immediate cognitive and emotional reactions to the humanitarian appeals that they were shown, i.e. their thoughts and feelings in response to these messages

(ii) The motivations that inform peoples’ actions in response to humanitarian appeals

(iii) The ways in which people justify and explain their thoughts, feelings and actions

(iv) The biographical and emotional factors that might help to facilitate or discourage moral action for people

(v) What people do with their knowledge in relation to humanitarian appeals

(vi) The important similarities and differences observed in terms of the ways in which peoples’ moral responses correspond with – or contradict – the hopes and objectives of humanitarian agencies and their thinking about the communications and appeals that they produce

NGO Communications - Materials Used in Focus Group Discussions

Documents and materials from 10 NGO appeals were presented to each focus group for discussion. Details of these are as follows:

NGO NAME / APPEAL DETAILS
MSF / Doctors Without Borders pamphlet
SAVE THE CHILDREN / Starvation: Emergency Appeal
SAVE THE CHILDREN / Help for Families in Gaza Appeal
SAVE THE CHILDREN / Child Labour in Bangladesh
DEC / Haiti Appeal
AMNESTY INTERNATIONAL / China is Getting Ready
OXFAM / Hurricanes in Developing Countries: Helping Prepare for Future Disasters
ACTION AID / What YOU Can Do About Poverty campaign
ACTION AID / What a Feeling postcard
UNICEF / What’s Wrong? Appeal: Cambodia

Focus Group Demographics (1)

The map below indicates the geographical areas included in the study:

Demographics (2)

The data presented and discussed in this report comes from interviews with the 18 focus groups described above. The demographic composition of these groups was as follows:

  • 9 male and 9 female groups of 9 participants each;
  • 5 Age groupings 18-25; 26-35; 36-45; 46-55; 65+;
  • Socio-demographic groups ABC1; C2C2; C2DE;
  • Mixed in terms of ethnicity, sexuality, co-habitation status, with and without children.

Table of specific participant demographics:

Socio-economic grouping / Sex [M/F] / Age / Occupation / Ethnicity / Sexuality / Marital Status and age of children (if any)
C1 / Male / 19 / Administrator / White British / Straight / Single
B / Male / 25 / Financial Controller / Bengali / Straight / Co-hab
B / Male / 21 / Quantity Surveyor / White British / Straight / Single
C1 / Male / 18 / Student / White British / Gay / Single
C1 / Male / 25 / Corporate Travel Consultant / White British / Straight / Single
C1 / Male / 23 / Media Operations / Black African/White Mixed race / Straight / Single
C1 / Male / 20 / Retail Supervisor / Black Caribbean / Straight / Single
B / Male / 25 / Credit Manager / Black African / Straight / Single
C1 / Male / 18 / Student / White British / Gay / Single
C2 / Female / 60 / Avon Lady / White British / Straight / Widow, empty nester
C2 / Female / 64 / Complimentary Therapist / Afro-Caribbean / Straight / Co-hab, Empty Nester
C2 / Female / 60 / Part-Time Yoga Instructor / Black British / Straight / Separated, 2 kids ages 18 & 22
E / Female / 65 / Retired / White British / Straight / Separated, empty nester
D / Female / 56 / Market Trader / White British / Straight / Married, kid age 19
C2 / Female / 56 / Cook / White British / Straight / Single
C2 / Female / 56 / Teaching Assistant / White British / Straight / Married, 2 kids ages 18 19
C2 / Female / 60 / Music Teaching Assistant / White British / Straight / Widow, empty nester
E / Female / 65 / Retired / White British / Straight / Married, empty nester
C1 / Female / 65 / Cleaner / White British / Straight / Co-hab
C1 / Female / 65 / Retired Teacher / White British / Straight / Divorced
C2 / Female / 73 / Retired Appliance Fitter / White British / Straight / Widow
C2 / Female / 65 / Retired House Cleaner / White British / Straight / Married
C1 / Female / 65 / Retired Antiques Dealer / White British / Straight / Married
C2 / Female / 68 / Retired NHS Maintenance Worker / White British / Straight / Divorced, kid age 44
C1 / Female / 65 / Book Keeper / Jewish / Straight / Single
C! / Female / 70 / Retired Book Keeper / White British / Straight / Married
C1 / Female / 73 / House Sitter / White British / Straight / Divorced
C2 / Male / 35 / Bricklayer / Irish White / Straight / Single
C1 / Male / 37 / Credit Admin / White British / Gay / Single
C2 / Male / 41 / Painter and Decorator / White British / Straight / Single, 2 kids ages 2 & 13
C1 / Male / 45 / Sergeant Major / Scottish White / Gay / Single
C1 / Male / 37 / Bar Manager / White British / Gay / Single
C1 / Male / 45 / Artist / White British / Straight / Divorced
C2 / Male / 44 / Printer / White British / Straight / Co-hab
C2 / Male / 39 / Train Driver / White British / Gay / Co-hab
C2 / Male / 37 / Block Paver / White British / Straight / Married
C1 / E
Male / 56 / Civil Servant / White / Gay / Married
C1 / Male / 56 / Manager / White / Gay / Married
C2 / Male / 56 / HGV / Black / Straight / Married, empty nester
C2 / Male / 56 / Builder / White / Straight / Married, empty nester
C2 / Male / 60 / Retired Electrician / White / Straight / Co-hab, empty nester
C1 / Male / 64 / Retired manager, / White / Straight / Married, empty nester
C1 / Male / 63 / Retired Company Director / White / Straight / Married, empty nester
C1 / Male / 65 / Retired Police Officer, / White / Straight / Married, empty nester
C2 / Male / 60 / Electrical Engineer, / White / Straight / Married, empty nester
C2 / Female / 20 / Student / Black / Straight / Single
C2 / Female / 22 / Housewife / Black / Straight / Single, kid age 2
D / Female / 20 / Domestic Cleaner / White / Straight / Couple
E / Female / 25 / Housewife / White / Straight / Single, kid age 5
C2 / Female / 25 / Housewife / White / Straight / Couple, 2 kids ages 9 & 3
D / Female / 25 / Unemployed / White / Straight / Couple
D / Female / 22 / Counter Assistant / White / Straight / Couple, 2 kids ages 3 & 1
C2 / Female / 21 / Sales / White / Straight / Single
E / Female / 21 / Housewife / White / Straight / Single, 6 months
B / Female / 65 / Retired Accounts Secretary / Jewish / Straight / Married, empty nester
B / Female / 65 / Retired Box Office Cashier / White British / Straight / Married, empty nester
C1 / Female / 67 / Retired Nurse / White British / Straight / Married, empty nester
B / Female / 66 / Retired Secretary / Jewish / Straight / Married, empty nester
C1 / Female / 70 / Retired Deli Owner / White British / Straight / Widowed, empty nester
C1 / Female / 71 / Retired Senior Administrator / White British / Straight / Widowed, empty nester
B / Female / 66 / Retired Property manager / Jewish / Straight / Divorced, empty nester
B / Female / 65 / Housewife / Jewish / Straight / Married, empty nester
C1 / Female / 68 / Retired Retail Manager / White British / Straight / Divorced, empty nester
D / Male / 50 / Panel beater / White British / Straight / Married, kid age 15
E / Male / 46 / Unemployed Printer / White British / Straight / Married, kid age 18
E / Male / 47 / Unemployed Builder / White British / Straight / Married, 2 kids ages 9 & 10
D / Male / 46 / Taxi driver / Black Caribbean / Straight / Co-hab, 2 kids ages 4 & 6
D / Male / 52 / Wagon Loader / Mixed Race / Straight / Married, empty nester
C2 / Male / 48 / Painter/Decorator / White British / Straight / Married, empty nester
C2 / Male / 46 / Publican / White British / Straight / Co-hab, 3 kids ages 15, 17 & 18
C2 / Male / 47 / Joiner (self-employed) / White British / Straight / Married, 2 kids ages 4 & 20
C2 / Male / 47 / Painter/Decorator / White British / Straight / Married, 3 kids ages 15, 17 & 19
AB / Female / 47 / Care home manager / White British / Straight / Co-hab, kid age 9
AB / Female / 54 / Accountant / White British / Straight / Married, empty nester
C1 / Female / 56 / Sales Administrator / White British / Straight / Divorced, kid age 16
C1 / Female / 50 / Administrator / White British / Straight / Divorced, kid age 18
C1 / Female / 47 / Estate Agent / White British / Straight / Married, 2 kids ages 18 & 16
AB / Female / 53 / Telecommunications Manager / White British / Straight / Married, 2 kids ages 13 & 19
AB / Female / 52 / Lawyer / White British / Straight / Divorced, 2 kids ages 8 & 14
C1 / Female / 50 / property manager / White British / Gay / Single
AB / Female / 55 / Special Needs Teacher / Egyptian / Straight / Married, empty nester
C2 / Male / 35 / Painter/Decorator / White British / Straight / Co-hab, kid age 2
E / Male / 29 / Registered Disabled / White British / Straight / Married, kid age 4
C2 / Male / 35 / Windscreen Fitter / White British / Straight / Married, 3 kids ages 5, 7 & 16
D / Male / 26 / Sales Assistant / Black / Straight / Single
D / Male / 34 / Steel Polisher / White British / Straight / Married
C2 / Male / 33 / Musician / White British / Straight / Single
D / Male / 28 / Packer / White British / Straight / Co-hab
E / Male / 35 / Unemployed / White British / Straight / Co-hab
D / Male / 28 / Call Centre Assistant / White British / Straight / Single
D / Male / 70 / Gardener / White / Straight / Married, empty nester
D / Male / 66 / Retired Groundskeeper / White / Straight / Married, empty nester
D / Male / 72 / Retired Factory Worker / White / Straight / Married, empty nester
D / Male / 66 / Gardener / White / Straight / Married, empty nester
C2 / Male / 65 / Painter/Decorator / White / Straight / Married, empty nester
D / Male / 65 / Retired Postman / White / Straight / Married, empty nester
C2 / Male / 67 / Retired Tool Setter / White / Straight / Married, empty nester
C2 / Male / 69 / Retired Toolmaker / White / Straight / Married, empty nester
C2 / Male / 65 / Retired HGV Driver / Italian / Straight / Married, 3 kids ages 37, 15 & 13
B / Female / 35 / Teacher / White / Gay / Co-hab
C1 / Female / 26 / Administrator / Black British / Straight / Single
B / Female / 31 / Teacher / White / Straight / Married, expecting first baby
C1 / Female / 32 / Data Analyst / White / Straight / Married, expecting first baby
B / Female / 30 / Office Manager / White / Straight / Co-hab, 2 kids ages 3 & 9 months
B / Female / 30 / Accountant / White / Straight / Co-hab
C1 / Female / 33 / Financial Investigator / White / Straight / Married, kid age 2
C1 / Female / 26 / Student / Mixed Race Caribbean / Straight / Co-hab, kid age 3
B / Female / 26 / Accountant / White / Straight / Married
C1 (C2) / Female / 47 / School Support Worker / English / Straight / Married, 2 kids ages 17 & 15
C2 / Female / 46 / Housewife / Pakistani / Straight / Married
C1 / Female / 46 / Social Worker / English / Straight / Separated, 2 kids ages 17 & 14
C1 / Female / 50 / Sales Assistant / English / Straight / Divorced, kid age 10
C2 / Female / 47 / Merchandiser / English / Straight / Married
C1 / Female / 55 / Sales Assistant / English / Straight / Married, kid age 28
C2 / Female / 43 / Hospital Technician / English / Straight / Married
C2 / Female / 49 / Theatre Technician / English / Straight / Married. 2 kids ages 24 & 26
C1 / Female / 47 / Hairdressing College Teacher / English / Straight / Divorced, 2 kids ages 15 & 11
C1 / Male / 19 / Call Centre Assistant / English / Straight / Single
C2 / Male / 18 / Student / English / Straight / Single
C2 / Male / 23 / Mechanic / English / Straight / Single
C1 / Male / 22 / Carer Special Needs / Pakistani / Straight / Single
C1 / Male / 18 / Window Cleaner / English / Straight / Single
C1 / Male / 20 / Student / English / Gay / Single
C2 / Male / 20 / Security Guard / English / Straight / Co-hab, kid age 10 months
C1 / Male / 21 / Student / English / Straight / Single
C1 / Male / 21 / Manager / English / Straight / Co-hab, 2 kids ages 1 & 3
B1 / Male / 56-65 / Lecturer / Welsh / Straight / Married, kids (ages not specified)
C1 / Male / 56-65 / Retired Agriculture Officer / Welsh / Straight / Married, kid age 16
C1 / Male / 56-65 / Retired Financial Advisor / Welsh / Straight / Married kids (ages not specified)
B / Male / 56-65 / Retired Police Inspector / Welsh / Straight / Married kids (ages not specified)
B / Male / 56-65 / Retired Maths Teacher / Welsh / Straight / Married
B / Male / 56-65 / Retired Museum Administrator / Welsh / Straight / Married, kids (ages not specified)
C1 / Male / 56-65 / Hostel Manager / Welsh / Straight / Married, kids (ages not specified)
B / Male / 56-65 / Retired Agricultural Chemist / Welsh / Straight / Married
B / Male / 56-65 / Retired Banker / Welsh / Straight / Married, kids (ages not specified)
B / Male / 56-65 / Retired Administrator / Welsh / Straight / Married, kids (ages not specified)
D / Female / 41 / Unemployed / Welsh / Straight / Single
D / Female / 42 / Unemployed / Welsh / Straight / Single, kid age 7
C2 / Female / 42 / Classroom Assistant / Welsh / Straight / Married, 4 kids ages 14, 11, 8 & 6
C2 / Female / 45 / Housekeeper / Welsh / Straight / Single
D / Female / 42 / Unemployed / Welsh / Straight / Single, kid age 17
D / Female / 43 / Kitchen Assistant / Welsh / Straight / Married, 2 kids ages 7 & 9
D / Female / 43 / Shop Assistant / English / Straight / Single
C2 / Female / * / Shop Manager / Welsh / Straight / Married
D / Female / 45 / not working / Welsh / Straight / Married, 3 kids ages 16, 15 & 13
C2 / Female / 42 / classroom assistant / Welsh / Straight / Married, kid age 7
B / Male / 36 / Account Manager / White / Gay / Co-hab
C1 / Male / 44 / Fire-fighter / Indian / Straight / Married, kid age 18
B / Male / 41 / Property Agent / White / Straight / Married, kid age 2
B / Male / 36 / Teacher / Indian / Straight / Engaged
C1 / Male / 42 / Prison Officer / White / Straight / Married, 3 kids ages 8, 12 & 15
A / Male / 44 / Operations Director / White / Straight / Married, 2 kids ages 16 & 18
B / Male / 39 / Chartered Surveyor / White / Straight / Married, 3 kids ages 8, 11, & 13
B / Male / 36 / Architect / White / Straight / Single
B / Male / 36 / Management Development / White / Straight / Married, kid age 1
C1 / Female / 26 / Freelance Illustrator / White British / Straight / Single
C2 / Female / 29 / Barmaid / White British / Straight / Co-hab, pregnant
C2 / Female / 35 / Housewife / Indian / Straight / Married, kids (age not specified)
C1 / Female / 26 / Student / White British / Straight / Single
C1 / Female / 35 / Horticultural Therapist / White British / Straight / Single, kid age 11
C2 / Female / 33 / Part-time Jeweller / White British / Straight / Married, 2 kids ages 4 & 6
C1 / Female / 33 / Civil Servant / White British / Straight / Married, kid age 3
C2 / Female / 29 / Administrator / White British / Straight / Co-hab
C2 / Female / 26 / Administrator / White British / Gay / Single

PROVISIONAL Report 1:

Public perceptions of NGOs and responses to individual appeals.

The 18 focus group discussions described above were audio and video recorded, transcribed, checked for content and anonymised. The transcripts were then analysed thematically to capture peoples’ answers – both direct and indirect - to the schedule of questions used during the focus groups, and to identify spontaneously emerging themes.

The discussion below focuses on two of these themes, as described above: the public perceptions of NGOs (Section one) and group members’ responses to individual appeals (Section two). [1]

SECTION ONE: Public perceptions of NGOs

Although the focus group schedule of questions contained a section on NGOs, the answers quoted in section one of this report were only partly in response to individual questions about NGOs. For the most part, opinions about NGOs were spontaneously offered by participants as a way of opening group discussions. Additionally, participants frequently returned to the topic of NGOs whilst discussing other issues. Overall, the focus group data suggests that NGOs and their operations are of great interest to the public and generate strong opinions and emotions.

Participants’ perceptions were distinctly polarised into two key characterisations of NGOs: one positive and one negative. As the summaries provided below illustrate, positive views of NGOs and their activities were typically organised around a perception of NGOs as good Samaritans, while strong negative views were expressed in terms of accountability and the increased marketization of NGOs. The two sets of views were not equivalent in their expression across the groups. Whilst negative views were continuously and consistently mentioned within and across different focus groups, the good Samaritan characterisation of NGOs only appeared in 4 out of the 18 focus groups.

1.1.POSITIVE VIEWS OF NGOS; THE GOOD SAMARITAN

The following 9 extracts represent those participants’ responses that reveal the good Samaritan theme, which appeared only in 4 focus groups. The largest concentration (4 extracts) was in group C – a group composed of women over 65 with low incomes, followed by group B (females between 56-65 with low incomes) and group I (females between 46-55 with high incomes). 2 quotes on this theme were identified in each group, and are reproduced below. It should be noted that with the exception of Jonathan’s, all the quotes in this category came from women. Considering that the 18 focus groups discussions lasted between 90 and 120 minutes, this These preliminary findings illustrate that, however powerful and cherished, this view of NGOs is far from dominant and widespread in terms of how humanitarian agencies are perceived.