Appendix C Observer Instructions
1. Listen. As tempting as it is to immediately discuss what you’re observing, make sure to listen to what people are really saying. Feel free to discuss what you’re seeing, but don’t forget to listen.
2. Don’t jump to conclusions. Use people’s statements as guides to how they think about the topic and what their values are, but don’t treat the specifics of their statements as gospel. If everyone in a group says they like or hate something, that doesn’t mean that the whole world thinks that way, but it is a good indicator that there are enough people who do that you should pay attention.
3. Focus groups are not statistically representative. If four out of five people say something, that doesn’t mean ...