Table A1.

Format of narrative interviews with example of follow-up prompt questions.

Narrative-Inducing Question	Main Narration	Questioning Phase (Examples of Follow-up Prompts)
1. Can you tell me about what, in your experience, is a good life for a farm animal?	Active listening—noting further prompting questions	You mentioned you want them to be ‘happy and content’; how would you know that your animals are happy and content? When you say ‘keeping them properly’ can you give me some examples of what this involves? When you say, they are able to ‘play with their mates’ can you tell me how you manage this? You mentioned ‘giving the cow her choice’, can you describe to me how you would do this? You said that you wanted your animals to be outdoors; from an animal’s point of view, what makes this a good life?
2. Positive animal welfare—can you tell me about what comes to mind when you hear that?		Can you describe what you mean when you say going above and beyond; what does that involve? You describe it as going beyond just the basics; can you give me some examples of what these may be? You mentioned ‘positive environment’; can you give some examples of what you mean by this? When you say ‘something which is good and kind to the animal’ can you give some examples of what being good and kind involves?
3. Can you describe what motivates you to farm the way you do?		You mentioned seeing things in the past that you didn’t like, can you describe to me how this influences how you do things now? So, what is it about working directly with the animals that you find enjoyable? Could you perhaps describe some of the specific steps you took in that process, so how you designed your way of farming?