3.0 Methodology

The approach used in this project was qualitative research. This is because the objective was to seek to understand what the issues are. Measurement was not required (i.e. how many people think this way).

The two main approaches to qualitative interviews are in-depth interviews and focus groups. With in-depth interviews the researcher and the participant in the research are involved in a two-way conversation, with the researcher guiding the conversation to cover all of the research objectives. These interviews are used to understand the deeper, emotive feelings of why the participants feel the way they do.

Focus groups are used to generate group discussion and activity around certain defined topics. The group process allows the moderator to:

• create a stimulating and creative atmosphere
• elicit ideas and reactions
• explore new areas of information.

Focus groups also provide an opportunity to gain an understanding of how people discuss issues with other people. It is this social level of response to human genes in other organisms that the Council wanted to explore.

NFO conducted ten focus groups (including a total of 58 people) at several locations, and among carefully selected groups. The groups were decided on in consultation with the Council.

We anticipated that there would be different views based on a number of factors. Therefore, to cover a wide range of people, participants were recruited based on ethnicity (Māori and Pacific Peoples), gender, education level, socio economic status, location (rural, urban and provincial), age and family structure (with and without children).

One focus group was conducted in Te Reo Māori by a researcher who also moderated a group among Māori in English, and a Pacific person moderated two groups among Pacific peoples.

Materials that the Council wished to have shown to the participants were handed to participants towards the end of the groups.

The briefing notes on genetic engineering (see Appendix 2) were independently commissioned by the Council and provided to NFO.

Speech quotes in the report show the group that the participants' speech came from at the end of the quote (i.e. not the individual).

Further information about the methodology and sample are appended to this report (Appendix 1)

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