Step 4: Reflecting and sharing the findings The core working group (VHVs, HCPs, and community leaders) illustrated the pictures of activities during the process by organizing a community forum to reflect and share the assessment findings and to solicit community response validation of the findings. The reflection on concerns and needs regarding cultural maternity care was focused. The participants were asked to provide critical analysis of assessment results and members were encouraged to make additional suggestions and comments through open group discussion. Data Analysis: The data were analyzed during the research process through content analysis.29 The analysis began by reading the transcripts of each qualitative data and looking for potential concerns and needs regarding to culturally-sensitive maternity care. Themes were categorized and coded in the transcription line by line. Ethical considerations: The study was approved by the Human Subjects Review Board of Chiang Mai University. All participants gave written informed consent, after explanation of their rights and a description of the study was given.