Table 2.

Advisor participant demographics.

Interview Code, Style	Interviwee Details: Job, Gender, Age Estimate	Location within UK
N1, Sit-down	Feed company salesperson, m, 40–50	Midlands
N2, Sit-down	Feed company calf specialist, f, 30–40	Midlands
DR1, Sit-down	Pharmaceutical company veterinary advisor, f, 30–40	Midlands
GA1, Sit-down	Government veterinary advisor, f, 40–50	Southwest
V1, Sit-down	Veterinary specialist in cattle health, m, 30–40	Midlands
V2, Sit-down	Youngstock veterinarian, f, 20–30	Midlands
V3, Sit-down	Veterinarian starting a youngstock discussion group, m, 20–30	Yorkshire
V4, Sit-down	Farm veterinarian, works on beef calf rearing unit, m, 20–30	Yorkshire
V5, Sit-down	Practice director and youngstock veterinarian, m, 30–40	Southwest
V6, Sit-down	Youngstock veterinarian, m, 30–40	Southwest
V7, Sit-down	Practice partner and farm veterinarian, f, 40–50	Southwest
V8, Sit-down	Practice partner and farm veterinarian, m, >50	Southwest
V10, Sit-down	Out of practice veterinarian, now feed consultant, m, 40–50	Midlands
V11, Sit-down	Youngstock veterinarian, f, 30–40	Southwest

Abbreviations: male (m), female (f).