Using informant directed interviews to discover risk orientation: How formative evaluations based in interpretive analysis can improve persuasive safety campaigns

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Abstract
This essay demonstrates how qualitative analysis of a target audience's discourse can identify themes and issues that need to be targeted in an effective persuasive campaign. The text for analysis was obtained by conducting informant directed interviews with Texas farmers who live in regions identified as having high injury and death rates associated with farm equipment. Thematic analysis of the resulting transcripts indicated that farmers view themselves as gamblers who have a high risk tolerance. The information gathered in this field study suggests persuasive campaign strategies that are likely to be most effective in reducing injuries related to farm equipment. Further, researchers can adapt the method used to other situations in which health practitioners need clear information about how best to motivate voluntary behavior change.