The purpose of this qualitative study was to identify people in at-risk groups who are genuinely open to changing their behaviours and identifying underlying emotive drivers that would most likely convince them to actually make a change. The research was conducted by focus groups where participants were screened using the Conversion Model^TM to identify those open to changing their behaviours. Focus group discussions were commissioned to help develop a deeper understanding of the factors and images that would encourage individuals to lead a more fire safe lifestyle. It is hoped that this research would help shape future campaigns targeted at these groups.