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1.2 Methodology and Sampling

Conducted 32 focus group discussions across Thailand:

• Between October 25 and December 20, 2022;
• With 8 to 15 randomly recruited participants in each (an average of 12);

• Moderated in standardized formats, each lasting approximately 2 hours;
• Audio recorded and transcribed; and,
• With anonymity assured for all participants.

Held 27 focus group discussions with regular citizens, segmented by:

Regions Gender x Age

√ 7 in Central √ 5 in Northern √ 7 with younger women
√ 3 in Eastern √ 4 in Southern (ages 18 to 39)

√ 5 in Northeastern √ 3 in Western √ 7 with older women
(ages 40 and above)
√ 7 with younger men

√ 6 with older men

Held three focus group discussions with Ethnic Minorities, such as, Pakhyo, Lue and
Lisu communities with mixes of genders and ages, in the Northern Region, and two focus group

discussions with Thai Muslims, one with men, one with women, of all ages, in the Southern Region.

Teams of recruiters and moderators were enlisted, provided professional training and

supervised by KPI.

To ensure active participation, focused on conventional Thai perspectives, and with minimal
social influences, the focus group discussants included:

• A mix of employment backgrounds, education, household makeup and income,
excluding citizens with income extremes (no income and very high incomes);

• Citizens attentive to the news, and communicative;

6 Citizen Attitudes and Priorities
for Strengthening Democracy