- Title:
-
Fire Knowledge Research Qualitative Research Report
- Date:
- August 2006
- Organisations
- NZFS
- Authors:
- TNS
- Location:
- New Zealand, New Zealand
Overview
The aim of this research was to conduct qualitative research to gain a greater depth of understanding of New Zealanders’ attitudes and behaviours in relation to fire safety and risk (with a focus on vulnerable audiences), and to inform an update of the NZFS’ Annual Fire Knowledge Survey.
TNS conducted eight focus groups with members of the general public. An equal number of groups were conducted with those participants who were deemed to be ‘fire safe’ and ‘non-fire safe’. The sample was constructed to mirror the Conversion Model™ groupings that will be used in the upcoming Annual Fire Knowledge Survey.
The focus groups included a mix of vulnerable (e.g. families with young children) and less vulnerable groups (e.g. higher socio-economic groups) in the sample. Two focus groups took place in each of the following locations - Auckland, Wellington, Napier and Motueka to account for any regional differences that may exist.
