Identify a problem or opportunity that may be facing that product or service

Qualitative Focus Group Research Discussion Guide

Select a local company you are familiar

with and one of its products or services.

Create a 1,400-word Discussion Guide for your selected product or service to be used during the course of a Focus Group that researches your product or services target market. Review the link on Focus Groups.  In your plan, be sure to do the following:

1. Identify a problem or opportunity that may be facing that product or service.
2. Identify a primary target audience for that product or service in terms that relate to the audience’s demographics, needs, or preferences as those relate to the product or service, and behaviors related to the category of or the specific product or service. The better you define them, the better the screener will be at recruiting the right people for the focus group.  Describe the target demographics (see reference)
3. Develop one objective for the Focus Group research dealing with either the problem you identified or the opportunity.
4. Develop a discussion guide/script using Open Ended, Closed Ended, Multiple Choice Questions, Preference Questions, etc. that will elicit the information needed to address your Research Objective listed above. Initial Questions should be open-ended to encourage dialogue among the focus group participants; later Questions may be Closed Ended .