This paper discusses the results of a qualitative analysis aimed at collecting new and useful elements for a questionnaire prepared to be submitted to a representative sample of the population residing in the industrial areas of Sicily. The study employed four focus groups and addressed adults selected among the population living in the area called Valle del Mela (Sicily) in order to investigate customs, images and perception of risks related to living conditions in a complex industrial area. The area under investigation is characterized by the presence of a large refinery process plants, a power plant and a number of small factories operating in various highly polluting sectors. The study investigates the specific perceptions expressed by conveyed people according to their sex, age and parental status. The authors suggest that their findings are useful in order to implement communication actions aimed at targeting broader strata of the local population.