[vc_row][vc_column width=”2/3″][vc_single_image image=”5785″ img_size=”large” alignment=”center” style=”vc_box_outline”][vc_custom_heading text=”PCDC Facilitates FGDs on Voter Education & Mobilizations across Pakistan” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal”][vc_column_text]The Pakistan Centre for Development Communication’ (PCD) organized twelve focus group discussions in collaboration with country’s leading advertising agency M/S Orientm McCANN Pakistan during 1st May 2018 to 8th May 2018.  Around 130 people participated in these FGDs in four cities of Pakistan.

The objective was to gather qualitative and quantitative responses from participants, on the following aspects of 25 communication messages, developed under an upcoming campaign for voters’ education and mobilization.

  • Comprehension
  • Attractiveness
  • Acceptance
  • Believability
  • Involvement
  • Relevance
  • Motivation/Persuasion
  • Improvement/Suggestions

The FGDs helped in testing the text and video content (script/storyboard) of campaign messages with pre-selected target audiences. Feedback from these FGDs will be utilized in fine-tuning the campaign messages for production and uploading it onto a web portal.

Date City FGD # Group Participants Male Female Transgender
May 1st, 2018 Karachi 1 General (M/F, U/R/Youth 16 7 9
May 1st, 2018 Karachi 2 Minorities 9 6 3
May 1st, 2018 Karachi 3 PWD 7 4 3
May 1st, 2018 Karachi 4 Transgender 4 4
May 3rd, 2018 Quetta 1 General (M/F, U/R/Youth 18 13 5
May 3rd, 2018 Quetta 2 PWD 22 21 1
May 5th, 2018 Lahore 1 Transgender 17 1 2 14
May 5th, 2018 Lahore 2 Minorities 11 9 2
May 5th, 2018 Lahore 3 PWD/Gen 7 1 6
May 8th, 2018 Peshawar 1 General 8 9 0
May 8th, 2018 Peshawar 2 Minorities 8 7 1
May 8th, 2018 Peshawar 3 Transgender 8 8
Total 135 78 32 26

Before the FGDs, PCDC carried out a mapping exercise to identify key target audiences for each location.  Consultative meetings were also held with the funding organization’s team to share and finalize FGDs implementation strategy.

Each FGD consisted of homogenous groups of 8-to-20 participants. The average length of each discussion was around 2.5 hours. Mr Aftab Iqbal (Director PCDC) designed the process and facilitated all FGDs. A highly qualified facilitator with years of experience facilitated the FGDs. Using techniques such as questioning and summarizing, the facilitator stimulated discussion in each FGD to open dialogue and uncover concerns and opinions held by groups of people about election-related issues. Analysis of quantitative data was used to synthesize participants concerns and opinions. The combination of qualitative and quantitative data provided choices about the best options for effective communication. Registration forms and written consent were also solicited from participants for use of their pictures and opinions gathered through FGDs.

Participants appreciated the initiative of FGDs. It provided a quick, effective way to stimulate new ideas. Qualitative data that was gathered through FGDs revealed more information than a quantitative survey, thus enabling PCDC to understand issues in greater depth and align campaign messages accordingly. Different audiences highlighted issues about public policies, electoral procedures, and change processes, as they desired. Participants shared not only their problems or successes but indicated the reasons behind them. The FGDs helped in capturing and clarifying the information that participants may have had but were not able to share within the constraints of quantitative survey format.[/vc_column_text][vc_single_image image=”5786″ img_size=”large” alignment=”center” style=”vc_box_outline”][vc_single_image image=”5773″ img_size=”full” alignment=”center” onclick=”img_link_large”][vc_single_image image=”5797″ img_size=”large” alignment=”center” onclick=”img_link_large”][/vc_column][vc_column width=”1/3″][vc_single_image image=”5776″ img_size=”large” alignment=”center” style=”vc_box_outline”][vc_single_image image=”5781″ img_size=”large”][vc_single_image image=”5788″ img_size=”large” alignment=”center” style=”vc_box_outline”][vc_single_image image=”5784″ img_size=”large” alignment=”center” style=”vc_box_outline”][vc_single_image image=”5782″ img_size=”large” alignment=”center” style=”vc_box_outline”][vc_single_image image=”5787″ img_size=”large” css=”.vc_custom_1527016629307{margin: 10px !important;padding: 2px !important;}”][vc_single_image image=”5771″ img_size=”large”][vc_single_image image=”5772″ img_size=”large” onclick=”img_link_large”][vc_single_image image=”5778″ img_size=”large”][vc_single_image image=”5774″ img_size=”large” alignment=”center” onclick=”img_link_large”][vc_single_image image=”5779″ img_size=”full” alignment=”center” onclick=”img_link_large”][/vc_column][/vc_row]