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Vaping Focus GroupsA How To & Resource Guide
Harim C. EllisDirector of Youth-Led Programs
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Welcome!
Harim C. Ellis, OCPSADirector of Youth-Led Programs
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PAA’s mission is to lead healthy communities in preventing substance
misuse and the promotion of mental health wellness.
The Ohio Youth-Led Prevention Network
empowers youth and the adults who work with them
to become leaders in prevention.
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Identify key components of &
appropriate contexts for conducting a
focus group.
1Examine materials for planning youth
vaping focus groups.
2Incorporate activities into planning efforts
to make focus groups youth-led.
3
Learning Objectives
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• On your laptop or cellphone, go to preventionactionalliance.org/vaping
• Scroll down to our presentation (Vaping Focus Groups)
• Download our PowerPoint• Download session tools
Session Materials
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How We Play
1. Each “student” team must have at least three participants2. Your host will show the group a picture of a person. As a team you
must decide if you think this person is a celebrity, role model, orleader.
3. There can only be one answer per team, so you must reach consensus on your team as to how you will answer.
4. You will have 90 seconds or less to discuss each picture & come to consensus. Write the person’s name as well as the characteristics your group believes makes them a celebrity, role model, or leader.
5. Your host will call “time!” & ask your team to share their answer.
Appropriate Contexts
Young people
Perception of Parental
Disapproval
Perception of Risk & Harm
Access & Availability
Product Promotion
E-Cig Use
Rates
Community Norms
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Key Components
Decide the Purpose
Select the Topics
Create the Script
Organize & Recruit
Collect the Data
Analyze Data & Report
1
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• “Same page” step.• Considers capacity
limits & group goals.
• Youth role: came to consensus on discussion questions.
• Adult role: developed questions; facilitated conversation; analyzed results.
Step 1: Decide the Focus Group Purpose
3
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Research Question
“Why do young people (ages 12- 19)
vape nicotine and how do those reasons
differ by region?”
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How We Play1. Each “student” team must have at least three participants2. Your host will show the group a picture of a person. As a team you
must decide if you think this person is a celebrity, role model, orleader.
3. There can only be one answer per team, so you must reach consensus on your team as to how you will answer.
4. You will have 90 seconds or less to discuss each picture & come to consensus. Write the person’s name as well as the characteristics your group believes makes them a celebrity, role model, or leader.
5. Your host will call “time!” & ask your team to share their answer.
Step 2: Choose Focus Group Topics
Young people
Perception of Parental
Disapproval
Perception of Risk & Harm
Access & Availability
Product Promotion
E-Cig Use
Rates
Community Norms
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Structure:• Introduction• Key questions• Follow up questions • Closing
Youth Role: • Develop questions• Put them in order
Step 3: Write the Focus Group Script
Transition questions Transition questions Transition questions
Adult Role:• Build question creation skills• Provide script template
4-19
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Impact of Alcohol Ads on Youth
Who: recruits & community allies
What: plan to engage them
When: time of day & day of week
Where: hosting location
Why: benefit to stakeholders
Step 4: Organize & Recruit
20 - 27
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Step 5: Collect the Data
YC conducted 5 focus groups with 26 studentsSetting: • 1 Rural• 1 Urban• 3 Suburban
Youth Role: • Facilitated 4 focus groups
Participants:• 12 Black students• 10 White students• 2 LatinX students• 2 Asian students
• 15 female• 11 male
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Successes• 18+ year-old participants• School setting/school hours• Supportive adult allies in home
groups• Adults excited to help• Youth/youth coordinator tag
team• YC time and energy investment• Great data
Challenges• Hard to get participants
• Consent forms• Show up outside of
school/school hours• School personnel
unsupportive• No response to emails• Flat out “no” to requests
• Planning uninitiated• YC busy
Lessons Learned
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Step 6: Analyze & Report
Flavors
Easy to get
Easy to hide
“Something to do”/peers vape
Not as dangerous as cigarettes
Parents/peers vape approve of vaping
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Flavors
• Teens will drive for miles to find a specific flavor.
• Crackdowns on flavors requires creativity to find it somewhere else.
• Curiosity about trying certain flavors was cited as a reason for why vaping is popular in each focus group.
Perception of Risk & Harm
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Easy to get & Easy to Hide
• Teens reported:• Knowing which friends would be willing
to sell vapes to them,• Knowing which store never checks IDs,• That if you’re over the age of 18, people
will ask you to buy vapes for them,• Most teens don’t own their own vapes,
they just borrow from friends,• Borrow from friends = not having to
hide from parents at home.
Access & Availability
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Something to Do/Safer than Cigarettes
• Vaping is “cooler” than smoking• Vaping is safe(r) lots of studies coming out
arguing the alternative• Youth knew it was addictive didn’t matter to
them• Youth claimed casual use no addiction
Community Norm/ Perception of Risk & Harm
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Increased chance of…
Sharing they’ve vaped Believing “everyone” vapes
If students shared…
Their parents vape Their parents don’t disapprove of vaping
All/most of their friends vape
s Parental & Peer Disapproval
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Parental & Peer Disapproval
Increased chance of…
Sharing they’ve never vaped Believing only some teens vape
If students shared…
Their parents don’t vape Their parents talk to them about not vaping
All/most of their friends do not vape
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dConference presentations• Ohio Teen Institute• Ohio Prevention Conference
Fall Youth Council Retreat• Decided 2019-2020 priorities• Chose an intervening variable
based on focus group results
Placeholder for picture of YC members presenting at OTI.
Report Out & Decision-Making
Perception of Risk & Harm