Discussion GuideSection One: Introduction and Warm Up (estimated time 10 minutes) Expected information Introduction of our company and what it does Warm up and Explain that everything they say is important; there are no right or wrong introduction to answers to questions. break the ice before State that the beauty of a focus group approach is to be able to hear the our discussion point of view of each one. Thus, your role as a moderator is to ensure that we hear everyone, which requires your intervention sometimes. Also, for the sake of keeping time, you might also interfere to keep the focus of the discussion. Emphasize that their honest opinions and the articulation of their impressions and feelings is very important Audio Recording: Explain confidentiality and anonymity and importance of recording for reference later on. Duration of the group: Explain that the respondents have been invited to an interesting discussion which may take 2 hours, and that you hope this is OK with everyone. Politely request from all respondents to turn off their mobiles or put them on ‘silent’ Introduction of respondents: Ask every respondent to introduce herself in terms of: Age and work/studySection Two: Psychographic Drivers (estimated time 30 minutes) Expected information 1. How do you describe the personality of your best friend? a. Things you like the most about her? How do you feel when you are with her? 2. Things you do not like about her? How would that make you feel? 3. Please describe the most popular girl in your (school/college/social Characteristics of circle. Use appropriate word to describe each group) ? [i.e.: teens at aspirational person school, young adults at college, mature adults in the social circle) a. Things you like/dislike about her? probe on mental and physical attributes and characteristics b. Please describe the most unpopular girl in your (school/college/social circle. Use appropriate word to describe each group)? probe on mental and physical attributes and characteristics 4. Now, let us talk about you as a person: a. What are the ‘actions/activities’ that make you feel unique? What would your overall mood be like when you are involvedin similar actions/ activities?
b. How do you express your personality? Obtain spontaneous reaction then probe on: introvert, extrovert, calm, energetic, Self-image/ shy, bold, etc…(encourage respondents to open up and state personality how they like to describe their personalities. Must obtain clear adjectives) c. What are the main material objects (personal belongings) that could differentiate you from others? Obtain spontaneous responses then probe on each item. For example: i. Clothes: what kind of clothes? brands? styles? why? Personal Items ii. Watches: brands? styles? why? that can make a iii. Mobile phones: brands? features? models? (why?) statement about oneself Mobile Phones Specifics:5. When I say mobile phones, what thoughts come to your mind?6. If someone asks you to describe your relationship with your mobile, what words would you use? Anything else?7. Suppose your mobile was a person, what would your relationship be Spontaneous with it? Why do you say so? associations with mobiles
Section Three: Decision Making Process (estimated time 50 minutes) ExpectedNote: Flip Charts and self-completion forms are required for this section. informationPlease label each sheet (city, age, brand usage) Now let’s talk about the purchase process for mobiles in details: 1. What are the factors you’ve considered while deciding which mobile to Overall: Factors buy? considered when Notes for moderator: purchasing a Obtain spontaneous answers and probe ‘why?’ for each mobile factor Please use flip chart to capture all spontaneous responses in details Ask respondents to rank them in terms of importance (on flip chart as well. Label the first flip chart as ‘spontaneous’) Then on a new flip chart, prompt on the following by asking if it is important or not and why?: Brand Price range Design elements Size Design (shape) Color Material (metal, plastic, leather, etc.) User friendly (ask respondents to define) Features o Screen size o Touch screen o Key pad o MP3 player Focus on systems o Internal / external memory and services o QWERTY key board o Stylus pen o Camera o 3G o WLAN (Wi-Fi) o Connectivity (Bluetooth, infra-red, USB, others?) o Video calling o GPS o Battery life o Accessories available (carrying case, headset, decorative material, others…) o SMS o Games o Organizer (calendar, notes, calculator, etc.)
o Clock/alarm o Web browser/internet Imagery/status o Other (probe well) Dealership (service, warranty, etc.) Conveying a certain image o Prestige o Showing off o Serious o Professional o Fun o Hi-tech o Popular o Cool o Modest o Classic o Unique o Freedom o Individuality o Other (probe well) Place of purchaseKeep the flip chart in front of the respondents. Distribute the self-completion forms and explain how to fill them out.2. From where do you usually buy your mobiles? Note to moderator: probe in details. Ask why for each place Obtain examples for each place (names of places) Malls Shops Mobile complexes Hypermarkets Key sources of Other (specify) information At which stage of the decision making process do you go to these places? Why? Probe well3. From where do you get information about mobiles, especially when you think about buying a new one? Probe well, then prompt (obtain examples for each): Focus on internet TV as a medium/its Radio role in decision Newspaper making Magazines Outdoor Word of mouth (who?) Internet Which websites? Why? Probe on digital ads: Which ones are noticed? Which type is preferred?(Banners, Pop-up, Links, etc.) Why? Do you check forums? Which ones? Why? Do you check blogs? Which ones? Why? Do your read reviews? where? Why?
4. Which of these sources (above) are the most important? Why? “Mobile Internet” usage related questions5. Which internet applications do you use? Why? Obtain spontaneous then Usage of probe on: applications Social networking (e.g. Face book, …) What do you think of social networking websites? Triggers & What do you like about them? What do you dislike? Why? barriers of using Do you use them on mobile? Why/why not? applications on Who do you think use it the most (as a segment of the society)? mobile Probe on: age, gender, personality, etc. why do you say so? Search(Google, etc…) Do you use them on mobile? Why/why not? Focus on social networking: What encourage you to use them on mobile? What discourage Relevance to you? them Email(Yahoo, …) Do you use them on mobile? Why/why not? What encourage you to use them on mobile? What discourage you? Videos(You Tube, …) Do you use them on mobile? Why/why not? What encourage you to use them on mobile? What discourage you? Other …(specify) Probe on „MSN‟ in specific: Do you use them on mobile? Why/why not? What encourage you to use them on mobile? What discourage you?6. Are you aware of the cost of 3G connectivity usage? If yes, what is it? Awareness of 3G7. Do you see that girls of your age are using 3G? why/why not? cost,8. Do you see that girls of your age are into personalizing their mobiles? Interest level How do they do that? Obtain spontaneous reactions then probe well: (obtain specific details) Defining Decorations, case, covers, etc. ‘personalization’, Themes, ring tones, icons, etc. New ideas9. Could you suggest new ideas for personalization? Ideas that you would really like?
Section four: Brands Imagery(estimated time 30 minutes) Expected information 1. Let us list all the brands you are aware of. Spontaneous 2. Let us now talk about a few of them (Discuss the following brands, one associations with at a time: Brand X, Brand Y, Brand Z. Rotate order across groups) brands Ask abouteach brand at a time: 3. What comes to your mind when I say…..(Mention brand)? why? (probe well) 4. What do you like about -------(Mention brand)? why? (probe well) 5. What do you dislike about ------(Mention brand)? why? (probe well) 6. If we are to imagine -----(Mention brand) as a celebrity. Who would it be? Why? (Probe well)Personification exercise 7. Now, let us imagine that __________ (Mention brand) has transformed Brand into a human being, how would it look like? personification 8. Would __________ (Mention brand) be a man or a woman? Why is that? 9. How old would he/she be? What gave you that impression? 10. What would he/she look like? How would he/she dress? Why? 11. What would he/ she like to do in their spare time? 12. Where would he/ she normally go on vacation? Why? 13. What would he/she do for a living? 14. Describe his / her personality and character to me. (probe on detail) 15. What kind of relationship would you have with this person? For example would he/she be a friend, relative, advisor, colleague, elder etc.? Why do you say so? 16. if __________ (Mention brand) is the father/mother and its models are his/her children, who would be those children? End discussion and thank respondents for their time