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Publication - Research Publication

Scotland's Baby Box pilot: development research

Published: 19 Jun 2017
Part of:
Children and families, Health and social care, Research
ISBN:
9781788510677

Early research carried out by Kantar TNS with parents last summer, ahead of the Baby Box pilots in Clackmannanshire and Orkney.

54 page PDF

1.2MB

54 page PDF

1.2MB

Contents
Scotland's Baby Box pilot: development research
Appendix A - Discussion guide

54 page PDF

1.2MB

Appendix A - Discussion guide

Scottish Government Baby Box Research

Depth Interview Discussion Guide FV 06102016

60 minutes duration

1. RESEARCH INTRODUCTION (2 mins)

  • Introduction: nature of research is to discuss a new initiative from the Scottish Government for parents and newly born babies in the future
  • Discussion guidelines:
    • pno right or wrong answers; only personal opinions matter
    • pspend some time with them asking questions as we go along to clarify and seek more information
    • pget a feel for them and their opinions
    • pacceptable to change mind as we progress through discussion would appreciate them being open and honest about their thoughts and feelings and share what's on their mind during the time we spend with them, even unimportant, trivial thoughts as this

Explain:

  • TNS an independent research agency
    • pall comments made are strictly confidential and will not be attributed to individuals ( MRS code of conduct)
    • paudio-recorded for research purposes only
    • psession will last 60 minutes

2. FAMILY LIFE (5 mins)

  • Name + age + job (if applicable)
  • Who else lives in household? Ages of child(ren)? Age of youngest?
  • BRIEFLY: How would you describe life when your (youngest) child was born?
    • pWhat was it like at home?
    • pHow did you prepare?
  • Focus the 5 min on: Thinking back since birth of youngest child, what have been the essential items you couldn't have managed without?
    • pWhat sort of things did you get when pregnant?
    • pWhat sort of things did you get as you went along after birth?
    • pLooking back, what did you wish you had before hand?
    • pWhat, if anything, have you bought but never used?

3. BABY BOX (30 mins)

  • What, if anything, have you heard about something called the Baby Box? Where did you hear this?

5 MINUTE SPONTANEOUS RESPONSE SECTION

MODERATOR NOTE RESPONSES TO RETURN TO FOR COMPARISON WITH PROMPTED DISCUSSION

Moderator introduce Baby Box: The Scottish Government plans to strengthen its support for new parents, babies and children by giving every newborn a 'baby box' of essential items, to help all children to get the best start in life.

  • Initial reactions
  • Likes / dislikes
  • What would you expect to be in the box?
    • pIdeally, what would you want to be in the box?
  • When do you think is the best time to receive this box?
    • pHow would you want to receive it?
    • pHow would you expect to find out about the Baby Box?
  • How useful would a Baby Box be to you?
  • What does it make you think about being a parent in Scotland?

Moderator revisit the above once the contents have been explored in detail

MODERATOR NOTE:

  • The quality of the products will be the same if not higher in the final version
  • The only limit to the amount of contents in each box is that it all must fit in the box
  • Make a note of any language parents use that could be used for future communication themes

Moderator introduce each of the proposed item group headings before exploring individual items from each group in detail

PLEASE NOTE THERE ARE ONLY APPROX 5 MINUTES FOR EACH GROUPING TO BE DISCUSSED!

  • Bed / bedding
  • Clothing
  • Bathing / Health
  • Feeding
  • Miscellaneous

FOR EACH GROUPING:

  • What kind of things would you want to see in this group?

FOR MISC GROUP - What else would you want to see included in the box that hasn't been discussed?

Moderator introduce each group of items

NOTE: EACH GROUP OF ITEMS WILL BE REPRESENTED PICTORIALLY ON ONE SHEET AS A SUMMARY OF WHAT might be INCLUDED AND TO ENABLE PARENTS TO PRIORITISE LATER

WE ENVISAGE PRESENTING SOME PHYSICAL ITEMS TO:

1. DEMONSTRATE QUALITY OF ITEMS (PARTICULARLY CLOTHING)
2. DEMONSTRATE ITEMS THAT PARENTS MAY NOT HAVE SEEN / USED BEFORE

FOR EACH TYPE OF ITEM
( EG. FOR CLOTHING DISCUSS IN GROUPINGS RATHER THAN INDIVIDUAL ITEMS)

  • Initial reactions - Likes / dislikes
  • How familiar are you with these items? Which do you already have / did you have?
  • How useful are/were they?
    • pWhat would you use them for? When would you use them? How often would you use them?
  • IF REQUIRED: What kind of explanation of what this is, if any, would you need?

ONCE DISCUSSED ALL ITEMS

  • Are there any surprising items in this group? Why?
  • What, if anything, is missing from this group?
  • Which are the most / least useful

Moderator repeat for each grouping and items

Specific probes:

  • How likely are you to use the box as a sleeping space?
    • What are the pros and cons?
    • What would encourage you to use it as a sleeping space?
  • What effect would these items have on your thoughts on breastfeeding?
    • Any change in opinion / attitude?
    • What about the offer of a breast-pump hire scheme voucher?
  • How useful are re-usable nappies and liners?
    • What is the benefit?
    • Would you expect this to be included?
    • How likely are you to use in the future?
    • How many should be included?
    • How many is not enough?
  • How likely are you to use the books?
  • What else would you want to see included that could be relevant to your baby's development?

3. PRIORITISATION OF BABY BOX CONTENTS 5 mins

  • How does the Baby Box compare to what you expected?
  • WE WILL USE THE ONE-SHEETS WITH PICTURES OF ITEMS IN EACH GROUPING
  • AS RESPONDENTS TO USE THREE DIFFERENT COLOURED HIGHLIGHTER PENS TO PRIORITISE ITEMS
    • GREEN: Very useful
    • ORANGE: Some use
    • PINK: Not much use

Moderator probe on the differences between the 3 groups and why some items are more useful than others

  • Which 10 items would you say are vital and why?
  • What do you feel you could leave out?
  • What, if anything, is missing from the box?

4. BABY BOX LOGISTICS 15 mins

  • How would you want to be told about the Baby Box?
    • When would you expect to hear about it? From whom?
  • What would you need/want to know about the Baby Box to encourage you to want to receive it?
    • What would you need to know in terms of how it's intended to be used?
  • When would you want to receive the Baby Box?
    • How would you feel about receiving before the birth eg month 8?
  • How would you want to receive it? Spontaneous then prompt with list below exploring the reality of how this method would work:
    • SG ideal method
      Midwives introduce the concept of baby box early on in pregnancy - eg. booking in appointment - and potentially have literature about it to include in the pack new mums get at this stage
    • Then at a later midwife appointment - mum is given a card / voucher / certificate which they need to send to distributor to arrange delivery (vulnerable women can be helped by midwives)
    • 8 th month of pregnancy the box arrives by post
    • Alternatives
      Self-registration
      • Online
      • Post
      • telephone
      • Text message
    • Delivery by post / courier
    • Collection from an agreed point (local library, local school, post office etc)?
  • How would you feel if when you registered for the box, you had the option to sign up to communications from the Scottish Government/ NHS once you've received the box eg email?
    • Could be reminders at key developmental stages eg immunisation, childcare entitlements, breastfeeding help, weaning etc?
    • What else could, they talk about that you would be interested in?
    • What does this make you feel about the box?
    • Would you want to do this? How likely to sign up to it? Would you feel obliged to if you didn't want to?
  • How often would be acceptable for the Scottish Government to make contact?

5. SUM UP 3 mins

  • In your own words, how would you sum up the Baby Box?
  • What are the positives / negatives?
  • What are the key benefits of a Baby Box to parents and babies in Scotland?
  • How useful would a Baby Box have been to you?
  • What does it make you feel about having a baby in Scotland?

THANK AND CLOSE


Contact

Email: Dave Gorman

Phone: 0300 244 4000 – Central Enquiry Unit

The Scottish Government
St Andrew's House
Regent Road
Edinburgh
EH1 3DG