The document provides a discussion guide for a focus group on mobile phones. It outlines 4 sections for the discussion: 1) Introduction and warm up, 2) Psychographic drivers, 3) Decision making process, and 4) Brands imagery. Section 1 introduces the company and focus group process. Section 2 explores personality and characteristics. Section 3 examines factors in purchasing decisions, sources of information, and mobile internet usage. Section 4 discusses brand associations and personifies selected brands. The guide aims to understand perceptions in detail through spontaneous responses and probing questions.

1. Discussion Guide
Section One: Introduction and Warm Up (estimated time 10 minutes) Expected information
 Introduction of our company and what it does
 Explain that everything they say is important; there are no right or wrong
answers to questions.
 State that the beauty of a focus group approach is to be able to hear the
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/study
Warm up and
introduction to
break the ice before
our discussion
Section 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
circle. Use appropriate word to describe each group) ? [i.e.: teens at
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 involved in
similar actions/ activities?
Characteristics of
aspirational person

2. b. How do you express your personality? Obtain spontaneous
reaction then probe on: introvert, extrovert, calm, energetic,
shy, bold, etc…(encourage respondents to open up and state
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?
ii. Watches: brands? styles? why?
iii. Mobile phones: brands? features? models? (why?)
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
with it? Why do you say so?
Self-image/
personality
Personal Items
that can make a
statement about
oneself
Spontaneous
associations with
mobiles

3. Section Three: Decision Making Process (estimated time 50 minutes)
Note: Flip Charts and self-completion forms are required for this section.
Please label each sheet (city, age, brand usage)
Expected
information
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
buy?
 Notes for moderator:
 Obtain spontaneous answers and probe ‘why?’ for each
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
 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
o Internal / external memory
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.)
Overall: Factors
considered when
purchasing a
mobile
Design elements
Focus on systems
and services

4. o Clock/alarm
o Web browser/internet
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)
Keep 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
 Other (specify)
 At which stage of the decision making process do you go to
these places? Why? Probe well
3. 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):
 TV
 Radio
 Newspaper
 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?
Imagery/status
Place of purchase
Key sources of
information
Focus on internet
as a medium/its
role in decision
making

5. 4. Which of these sources (above) are the most important? Why?
“Mobile Internet” usage related questions
5. Which internet applications do you use? Why? Obtain spontaneous then
probe on:
 Social networking (e.g. Face book, …)
 What do you think of social networking websites?
 What do you like about them? What do you dislike? Why?
 Do you use them on mobile? Why/why not?
 Who do you think use it the most (as a segment of the society)?
Probe on: age, gender, personality, etc. why do you say so?
 Search (Google, etc…)
 Do you use them on mobile? Why/why not?
 What encourage you to use them on mobile? What discourage
you?
 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?
7. Do you see that girls of your age are using 3G? why/why not?
8. Do you see that girls of your age are into personalizing their mobiles?
How do they do that? Obtain spontaneous reactions then probe well:
(obtain specific details)
 Decorations, case, covers, etc.
 Themes, ring tones, icons, etc.
9. Could you suggest new ideas for personalization? Ideas that you would
really like?
Usage of
applications
Triggers &
barriers of using
applications on
mobile
Focus on social
networking:
Relevance to
them
Awareness of 3G
cost,
Interest level
Defining
‘personalization’,
New ideas

6. Section four: Brands Imagery (estimated time 30 minutes) Expected
information
1. Let us list all the brands you are aware of.
2. Let us now talk about a few of them (Discuss the following brands, one
at a time: Brand X, Brand Y, Brand Z. Rotate order across groups)
Ask about each 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
into a human being, how would it look like?
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?
Spontaneous
associations with
brands
Brand
personification
End discussion and thank respondents for their time