Focus Group Summaries

Food Thermometer Campaign Consumer Focus Groups

                                    Group:             Senior Home Food Preparers
                                    Location:         New Orleans, LA
                                    Moderator:       Sheri Cates
                                    Date:             August 4, 1999

Eleven persons, aged 60 to 78*, participated in the senior focus group. All were primary food preparers in their home or shared responsibility for preparing meals. Five participants were high school graduates, three had some college education, two were college graduates, and one had post graduate education. One participant was of Hispanic origin, three were African American, and the remaining seven were Caucasian. Most households consisted of only two persons (the participant and his/her spouse) though several mentioned cooking often for visiting family members. One participant lived on a sailboat and did most of their cooking outdoors. Specific demographic information is shown below.

* Upon rescreening, all participants indicated they were 60 years old or older. However, one person indicated their age as 41 to 50 on the Pre-discussion survey.

Participants were asked what comes to mind when they think of food safety. They mentioned ensuring foods are fresh and look good, ensuring foods are cooked right but not overcooked, checking expiration dates, and washing foods before eating them. Nearly all participants indicated that they were very concerned about foodborne illness, and some thought their knowledge of food safety was about average. Participants thought the cause of foodborne illness was bacteria.

When asked what groups they thought were at higher risk for foodborne illness, most participants mentioned children and the elderly. They felt that poultry and pork were the foods most likely to cause foodborne illness.

About half of the participants were familiar with the safe food handling label on raw meat and poultry products. They recalled that the label provides information on handling the product, storing it in the refrigerator, and washing hands. Participants described “cook thoroughly” as cooking meat throughout until it is not pink on the inside.

Most participants look at expiration dates when purchasing meat and poultry products. Some indicated they look for products with the latest sell-by date in order to buy the freshest product. They knew that the sell-by date is the date by which the store must sell the product, and the use-by date is the date by which the product should be used or thrown out if not used by that date.

Most participants use paper towels to clean up. Several stated that they use soap or spray cleaner with paper towels. One person uses a sponge with bleach and uses a new sponge every week. Non one said they reuse paper towels.

Participants identified a variety of measures for protecting their families from foodborne illness. Most are sure to keep hands, cooking surfaces, silverware, and cutting boards clean. One person washes everything including meats. Another participant does not use a plastic cutting board because she believes germs cannot be cleaned from plastic.

Seven participants own food thermometers, and most use a thermometer when cooking large cuts of meat (i.e., roasts and turkeys). A few use a thermometer for cooking small pieces of meat such as hamburgers. When asked why they do not use a thermometer, one person said she just knows from experience how to cook meats. One person uses a thermometer because her mother always did.

One participant mentioned that she watches a local cooking show every week where the chef never uses a thermometer. However, the same chef does use a thermometer in his cookbooks. She mentioned other cooking shows she watches where she had not seen a thermometer being used.

The character exhibits and the rating form completed by participants are included in the Focus Group Materials section of this notebook.

The group preferred the round thermometer (shown on the left) to the bell-shaped thermometer. One person was concerned that the gray color of the bell-shaped thermometer would be hard for seniors with poor eyesight to read. Others thought the numbers on the round thermometer should be bigger and bolder. One participant suggested making the numbers red and larger and removing the yellow color of the face. Another suggestion was to make the display black on white instead of blue because black on white is easier to see.

Participants did not think the character would be as effective without the numbers or with zeros on the display. Without such markings, they weren’t sure they would recognize it is a thermometer or what kind of thermometer it is.

The group overwhelmingly preferred the round thermometer (shown on the right) to the bell-shaped thermometer. One participant did not like either thermometer and preferred that the cartoon elements be removed and bands of color added around the outside of the thermometer’s head. Other participants did not like the bright red handkerchief of the bell-shaped thermometer saying it detracted from the temperature reading.

Participants thought the hands pointing to the temperature were just right, and they liked the hat and sweat beads. However, one person thought the sweat beads might discourage some new cooks because they may associate the sweat with hard work and decide not to cook. Others disagreed though, saying the thermometer is the one doing the work so the sweat was appropriate. When asked what the thermometer should hold in his hand if he were not holding a handkerchief, one person mentioned an oven mitt. The group did not show interest in the scarf on the bell-shaped thermometer.

When asked what type of cooking came to mind when looking at the characters, participants mentioned turkey and roast because that is what they cook using a thermometer. All participants thought the character was male, although one person thought it should be female because most women do the cooking. She drew a thermometer wearing an apron with eyelashes, hair, lips, and earrings.

One participant thought the character might be effective with children but not with adults which she thought was the target audience. However, another thought the chef hat indicated it was an adult thermometer.

Participants offered the names Hot Shot, Hotsy Totsy, Thermie Good, and Thermie Easy. Some liked Thermie and Chef Therman but did not like Tempie.

Participants preferred Characters C and E, the round thermometer characters. There were several votes for Character B as well. The results of the rating are shown below.

Participants preferred the thermometer inserted in the top of the hamburger but thought the burger should look more realistic. Some suggested showing a grill underneath the burger.

One participant thought the turkey should be brown in color because it looked raw. Some said the thermometer’s face could be a little redder or could have rosy cheeks.

Participants did not identify the food shown in Exhibit 5 as leftovers. They did not think this graphic was as effective.

Several participants thought the thermometers shown in meat should be drawn straight up and down like the stand-alone thermometers. They did not like the angle of the head in these graphics.

Before completing the slogan rating form, the group brainstormed for possible slogans to go with the thermometer character. Suggested slogans were written on a flipchart for better viewing:

The rating form used by participants is included in the Focus Group Materials section of this notebook. Participants were encouraged to “write in” slogans suggested by the group. The results of the rating are shown below.

Several participants preferred “When the Temperature is Right, It’s Safe to Bite” (H). Some thought the slogan should be turned around to read, “It’s Safe to Bite When the Temperature is Right.” However, two participants disagreed saying the temperature must be right first before you can bite.

When asked what message the slogan should emphasize, participants said ease of use, safety, and taste. However, most participants were more interested in the slogan emphasizing safety.

Several participants wrote in a slogan that was mentioned by the group. Most of the write-in votes were for different slogans. However, two people liked, “Therms kill Germs,” two liked “Be Safe, Be Sure, Cook to the Right Temperature,” and two liked, “Smart Cooks use a Thermometer.”

Only one of the participants was familiar with the Fight BAC! character. He had seen the brochure in a local hospital where he volunteers although he had never read the brochure. One person suggested giving him the name Mr. Bac and a wife named Teria.

Age		Gender		Education		Hispanic
60-69	8*	Female	9	<12 years	5	Yes	1
70+	3	Male	2	>12 years	6	No	10

	Total Votes
Characters	First	Second	Third	Total
A		1	3	4
B	2	1	4	7
C	1	7	2	10
D				0
E	8	1	1	10
F				0

	Total Votes
Slogan	First	Second	Third	Total
A) Cook to a "T" for Temperature and Taste	2			2
B) Cook it to a "T" for Temperature and Taste		2	1	3
C) Cook It Safely Temperature Rules!	1	1	2	4
D) Use a Thermometer…it’s a Safe Measure		2	1	3
E) Is it Safe Yet?	1	1		2
F) Show Me the Temperature	2	1		3
G) Thermie says: "COOKITSAFE!"			1	1
H) When the Temperature is Right, It’s Safe to Bite	3	1	4	8
I) Safety to the Max…Know Your Temperature Facts		1	1	2

Slogan