Using qualitative research to probe barriers to adoption of measures to prevent avian influenza (AI) among ducks in Vietnam

Vietnam was one of the first countries which experienced avian influenza outbreaks. Although the country has succeeded in controlling the spread of the disease, recent outbreaks which mainly occurred in ducks, reveal that duck farmers are particularly resistant to adopting preventive measures promoted by the government like vaccination and fencing. This abstract will present how qualitative research was used to gain understanding of duck farmers' psychological barriers i.e., attitudes and beliefs. This information formed the bases for developing messages and strategies to persuade them to adopt behaviors to prevent transmission of avian influenza among ducks.

Data or Information Used

Information on the qualitative research and how results were used to develop persuasive messages for duck farmers including the process of developing and pretesting of communication materials will be presented.

Methods and Tools

In-depth interviews were conducted among duck farmers in high-risk provinces. Results of the interviews were shared with various stakeholders. Messages and materials were developed and pre-tested among duck farmers and used in interpersonal communication activities.

Results

Materials and messages were understood and accepted by duck farmers leading to adoption of preventive measures. Full results will be available by August 2008.

Recommendations/Implications

Messages which are based on qualitative research which probes people's psychological barriers to adopting desired behaviors regarding epidemics are more effective than those which are based on purely epidemiological data. Complementing epidemiological studies with such research leads to more effective approaches in controlling epidemics.