Understanding sector 4 and sector 3 poultry farmers' motivation to change bio-security practices used to prevent the spread of Avian Influenza: Comparing two data collection techniques

Purpose:

Since 2003, Avian Influenza has been reported in animals and humans worldwide. While there have been numerous interventions to promote protective behavior change, evidence shows that these behaviors are not readily adopted by people. We have performed in-depth, consumer-type qualitative research that seeks to determine what motivates behavior change among high-risk audiences (small backyard poultry farmers and small commercial farmers) to adapt bio-security practices. We will compare these results to Knowledge, Attitude and Practice (KAP) studies which focus on affecting behavior change based on current attitudes and knowledge. In addition, we will show what we can find out from the qualitative research that we can't find out from KAP studies. Methods and Tools:

A series of qualitative interviews were administered to poultry stakeholders and sectors 3 and 4 farmers in 5 provinces in Vietnam, and 3 provinces in Cambodia and Laos respectively. A total of 50 interviews were performed in each country. Interviews combined in-depth questions with card sorting activities. Results will be compared to pre-existing KAP data. Results: Preliminary results show that AI does not take priority in respondent's lives and yields different information than KAP studies. Full results will be available by June, 2008. Recommendations/Implications: A KAP study is not an adequate tool to determine the fundamental implicit needs and motivations behind taking precautionary bio-security measures to prevent the spread of AI. While KAP studies serve as a good tool to measure behavior change, motivational interviews would serve as a better tool to inform behavior change interventions.