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Research with vulnerable groups is crucial to get their input into public policy design that will directly impact on them. However, there are many methodological and ethical challenges involved in encouraging participation from groups with a wide range of intellectual, cognitive and physical capacities while ensuring that the rights and well-being of participants are protected. Rather than exploring ethical theories, this chapter is a case study describing the practical ethical considerations that were involved in designing and holding a series of focus groups with adult health and social care service users from vulnerable cohorts. It is based on a series of focus groups which the Institute of Public Health (IPH) held with specified cohorts as part of a policy development process on adult safeguarding for the Department of Health (DOH) in Ireland. The four cohorts were people with intellectual disability, cognitive impairments, significant mental health challenges and nursing home residents. This chapter does not describe the findings of the focus groups but outlines the ethical and methodological considerations that arose in designing and conducting this research, and the practical ethical safeguards employed to mitigate risk and comply with Irish and EU General Data Protection Regulation (GDPR) legislation governing health research. It outlines the ethical issues around protecting confidentiality and using incentives to encourage participation, how individuals' capacity to give informed consent was maximized, the risk-assessment and mitigation procedures used to prevent harms arising and the measures put in place to provide follow-up emotional support to participants.

This study aims to understand the utility of personas and illustrate, through a case study, how a persona-building exercise in a Community Based Prevention Marketing (CBPM) training of community leaders elicited important insights that complemented findings from ongoing formative research on vaccine hesitancy in the Hispanic/Latino population in the USA during COVID-19 pandemic.

An exploratory concurrent parallel qualitative study design compared three personas created by community-based organization members (n = 37) to transcripts from five formative research focus groups (n = 30) from the same project. All participants in this study were recruited by the National COVID-19 Resiliency Network as part of their capacity-building and formative research activities. Grounded theory guided the content analysis.

This study found personas and focus groups to be complementary. A high degree of co-occurrence was observed when investigating the uptake of the COVID-19 vaccine under the categories of barriers, culture and communication. Between the two methods, the authors found strong associations between fear, disruption to the value system, work-related barriers, inaccessibility to health care and information sources and misinformation. Areas of divergence were negligible.

While personas provided background information about the population and sharing “how” to reach the priority population, focus groups provided the “why” behind the behavior, followed by “how”.

A community-driven persona-building process built on cultural community knowledge and existing data can build community capacity, provide rich information to assist in the creation of tailored messages, strategies and overall interventions during a public health crisis and provide user-centered, evidence-based information about a priority population while researchers and practitioners wait on the results from formative research.

This case study provided a unique opportunity to analyze the complementary effectiveness of two methods acting in tandem to understand the priority population: stakeholder-informed persona-building and participant-informed focus group interviews. Understanding their complementary nature addresses a time gap that often exists between researchers and practitioners during times of crises and builds on recommendations associated with bringing rigor into practice, promoting academic contribution to real-world issues and building collaborative partnerships. Finally, it supports the utility of a nimble tool that improves social marketers’ ability to know more about their audience for intervention design when time is of the essence and formative research is ongoing.

Restrictions on social interaction and travel due to the COVID-19 pandemic have affected how researchers approach fieldwork and data collection. Whilst online focus groups have received attention since the 2000s as a method for qualitative data collection, relatively little of the relevant literature appears to have made use of now ubiquitous video calling software and synchronous, interactive discussion tools. Our own experiences in organising fieldwork aimed at understanding the impact of different “future-proofing” strategies for the European agri-food system during this period resulted in several methodological changes being made at short notice. We present an approach to converting in-person focus group to a virtual methodology and provide a checklist for researchers planning their own online focus groups. Our findings suggest data are comparable to in-person focus groups and factors influencing data quality during online focus groups can be safeguarded. There are several key steps, both before and during the focus groups, which can be taken to ensure the smooth running of such events. We share our reflections on this approach and provide a resource for other researchers moving to online-only data collection.

Transformational leadership (TFL) has been identified by a number of studies as a positive force for business success. However, few studies have explicitly examined its influence on the cooperative employment relationship, such as frontline employees' voice in the workplace. Thus, this study conducts an empirical analysis of dual-level (i.e. group-focused and individual-focused) TFL and its effect on frontline employees' cooperative voice.

This empirical study is based on data from a survey of 468 full-time frontline workers from 38 hotels in China.

The empirical results revealed that both individual-level and group-level TFL are significantly associated with frontline employees' cooperative voice. Person–Organization value congruence and Person–Supervisor value congruence both act as mediators in the linkage between group-level TFL and employees' cooperative voice behaviors. The partial mediating role of Demand–Ability congruence on the relationship between individual-level TFL and cooperative voice is also established.

First, this study investigates the dual-level effects of TFL on the cooperative voice behavior of frontline employees. Second, this study explores whether three dimensions of value congruence mediate the influence of TFL on the voice behaviors of employees.

The authors are developing a model for rural science teacher professional development, building teacher expertise and collaboration and creating high-quality science lessons: technology-mediated lesson study (TMLS).

TMLS provided the means for geographically distributed teachers to collaborate, develop, implement and improve lessons. TMLS uses technology to capture lesson implementation and collaborate on lesson iterations.

This paper describes the seven steps of the TMLS process with examples, showing how teachers develop their content and pedagogical knowledge while building relationships.

The TMLS approach provides an innovative option for teachers to collaborate across distances and form strong, lasting relationships with others.

Universities of Small Island States (SIS) have the potential to fulfill a crucial role in implementing the Sustainable Development Goals (SDGs) but also face barriers to local capacity building. The University of Aruba partly addresses these challenges through the development of The Academic Foundation Year (AFY), a one-year pre-university program aiming to optimally equip students for higher education. This study aims to assess to what extent the program can foster the local embeddedness of the students in ecology, culture and history and an understanding of opportunities and challenges for sustainable development in SIS.

The authors provide examples of how the program incorporates education for sustainable development and how it emphasizes experiential learning. In addition, quantitative survey data and qualitative analysis of focus group meetings are used to reflect on the program’s achievements and its potential for further development.

The survey results suggest that AFY courses not only increase knowledge but also change students’ perceptions regarding sustainability. Indeed, key impacts emerging from the student focus group related to both academic preparation and engagement with sustainability. Reflections by teachers emphasized the importance of experiential learning, an expansive view of the SDGs and preparing students as citizens.

This study highlights that the program could provide a starting point for the development of similar initiatives in other SIS, the common basis being the fostering of sustainability literacy and social adoption of the SDGs.

Background: The ideas-informed society represents a desired situation in which: (1) citizens see value in staying up to date, and; (2) citizens regularly keep themselves up to date by actively, openly and critically engaging with new ideas, developments and claims to truth. As a result, it is hoped citizens become increasingly knowledgeable, better able to make good decisions, and better positioned to support new progressive norms and beliefs. Yet despite these potential benefits, a substantive proportion of the population do not value staying up to date, nor attempt to do so.

Methods: With this research project we seek to identify whether the theoretical lens of anomie can account for why “ideas refusers” do not engage with ideas, as well as provide clues as to how they might be encouraged to do so. To explore the possible impacts of anomie on ideas-engagement we conducted four online focus groups, interviewing a purposive sample of ten individuals who previously indicated they were ideas refusers.

Results: Our findings identify eleven themes which seemingly account for why ideas refusers do not currently engage with ideas. Of these, ten are related to anomie, including themes which encapsulate feelings of frustration, anxiety, confusion and powerlessness regarding the complexities of modern society.

Conclusions: We also identify three areas of future focus that might help the ongoing development of the ideas-informed society. These are: (1) the more positive and relevant reporting of ideas; (2) supporting “healthy” face-to-face engagement with ideas; and (3) supporting effective ideas engagement through social media.

The individual’s set of values determines how they make decisions and navigate various personal and professional issues. This study aims to investigate the substitutability of self-improvement values for self-transcendence values in fostering responsible consumption behaviors in society, using Schwartz’s Basic Human Values as the theoretical foundation.

Focus group discussions are used to investigate the research problem. Representative samples of 100 centennials or Generation Z college students (50 undergraduate and 50 postgraduate students) and 45 millennials or Generation Y working employees were chosen for focus group talks to ensure the findings’ correctness. Using thematic analysis, the information gathered was coded and analyzed manually.

The paper looks into whether people’s self-transcendence values play a role in getting them to act responsibly when they buy things. This study gives us much new information about how people’s values change and how people buy things in today’s world.

This study explains how changing values make people want to be more responsible with their money and adds to the literature on sustainable consumption and consumer behavior. Using the lens of Schwartz’s Basic Human Values, this study extends the theoretical domain of responsible consumption.

The concept of sustainable consumption is essential for the next generation’s well-being. The sustainable development goal (SDG) 12 of responsible consumption is the focus of this study. This is a novel study to examine and understand factors that can facilitate consumers to consume responsibly to attain the SDGs. This is also one of the first studies on responsible consumption, using focus group discussions as the research methodology.

The overall objective of this research is to “explore whether shock advertising has a long-lasting positive effect on the smoking cessation among smoking Jordanians in a country where smoking is a deep-rooted social norm.”

This research is an exploratory qualitative research. A purposeful sampling technique was used to select participants from a mall intercept and randomly divided into groups of seven. Each group was interviewed in two different focus group sessions (four weeks apart). All focus groups were audio-recorded, transcribed and analyzed using thematic analysis.

A total of 41 participants took part in the focus group session. Most participants were smokers or second-hand smokers. “Three overarching themes were generated from the focus groups: previous anti-smoking campaign experience, shock advertising (SA) impact and drawbacks of SA. All participants reported that they have never been exposed to shocking adverts, and the shock appeal has never been applied in any of the anti-smoking or health awareness campaigns in Jordan. This research revealed that incorporating images of children with a mixture of emotional and fear appeals is effective in targeting Jordanian parents' negative consumptive behaviors, which may harm other individuals, especially children. Moreover, most participants commented that the effects of shock adverts would be very short term and would not likely change behaviors”.

This research contributes both “theoretically and practically to the value and effectiveness of shock advertising. This research area is overlooked in MENA countries, particularly Jordan”.

Virtual influencers (VIs), who are fictional characters, have gained popularity in recent years, particularly among Generation Z and millennials. With the hype surrounding VIs, more research is required. Thus, this study aims to examine how Gen Z members and millennials react to VIs used for marketing purposes.

This study follows an exploratory approach. The data were collected from 29 participants (14 male and 15 female) through two focus groups and semi-structured interviews.

The authors found that opinions about VIs were mixed, and two main themes emerged from the study: (1) challenges and potential and (2) decision-making and psychological aspects.

This study broadens the paradigm for analysing the efficacy of VIs. This emerging topic is of relevance for the marketing sector as well as for transdisciplinary research and practice.