Transcribing Focus Group and Results

Transcribing the Focus Group took a lot of time as I had conducted two focus groups and I had to transcribe audio worth one hour forty five minutes.

 Part of transcription from FG1

Part of transcription from FG2

Results

Both the Focus Groups had five participants. Focus Group1 had one pet owner and Focus Group2 had four pet owners. It was seen that despite the number of pet owners being higher in Focus Group2 they were less sympathetic to the cause of wildlife preservation than Focus Group1.

The order in which the two animatics were screened also affected the participant’s opinion. It seemed that the participants from Focus Group1 were more involved due to the Gain-Framed Film being shown first while Focus Group2 Participants seemed disinterested after the Loss-Framed screening. Focus Group1 participants appeared to have watched the Loss-Framed Film attentively as they had been drawn in by the narration of the Gain-Framed Film while Focus Group2 Participants were impatient at the Gain-Framed Film’s screening.

After the ‘preaching’ as one of the participant remarked, they seemed distant to the cause of the animals. In fact, they found the dog to be ‘stupid’. One of them said, “Why was the bird still hungry after eating all the biscuit....the biscuits were almost the same size as the birds? They were still in the mind frame of facts and statistics of the Loss-Framed Film and could not accept exaggerated animation. Also, Focus Group1 found the ending of the Gain-Framed Film to be ‘good’ and the one that ‘restores balance to the nature’ while Focus Group2 thought that it made the animatic ‘boring’ and ‘it was not required’.

Four participants (all from Focus Group1) thought that both the animatics carried different messages. They said that the Gain-Framed Film did not show the impact on humans while the Loss-Framed showed not only the impact on humans but portrayed them as the actual cause of the problem. While the rest of the participants thought that both the film carried the same message of ‘caring for animals’ and ‘saving nature’. Focus Group1 Participants also felt that the impact on human beings was under-represented.

Four out of ten participants said that they found the Loss-framed Film baffling as their focus kept shifting back and forth between the monologue and the graphics.

Participants from both of the Focus Groups seemed to agree unanimously that the Gain-Framed Animatic was entertaining and thus more memorable than the Loss-Framed Animatic. It can be also deduced that narration can help in forming an opinion over given matter as the participants could relate to the characters.