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. 2016 Apr 13;5(1):54–66. doi: 10.1002/fsn3.364

Table 1.

Layout of the interview guide

Introduction
  • 1.1

       Welcoming and introducing the research team

  • 1.2

       Definition of the topic of discussion

  • 1.3

       Introduction to the rules of focus groups

  • 1.4

       Taping and recording of the focus group

Warm‐up and qualification of the panel of participants
  • 2.1

       State your name and describe your experience with yams

  • 2.2
       Habits regarding yam purchasing and consumption
    1. How often do you eat yams?
    2. Where do you buy yams?
Probing questions (yam tubers are used as supporting examples for the discussion)
  • 3.1
       Purchasing and consumption criteria
    1. What do you think of these yams?
    2. Would you purchase them? Why? Why not?
    3. What do you think is important at the purchasing stage? Discuss each criterion.
    4. What do you think is important at the consumption stage? Discuss each criterion.
  • 3.2
       Warranty on the origin and the mode of production
    1. Do you care about the mode of production of yams? Why? Why not?
    2. Do you care about the origin of yams? Why? Why not?
    3. Would you be in favor of a warranty for the origin of yams? For the mode of production?
    4. How much would you be willing to pay for it?
  • 3.3
       Definition of the quality of yams
    1. What do you think is a good quality yam?
    2. What do you think is a bad‐quality yam?
    3. Can you find good‐quality yams on the market?
Conclusion
  • 4.1
       Filling out the questionnaire (individually)
    1. Tick the criteria that you think are important at the purchasing and consumption stages.
    2. Rank the purchasing and consumption criteria in order of decreasing importance.
  • 4.2

       Thanking participants for their involvement and concluding the discussion