APPENDIX B FOCUS GROUP DISCUSSION GUIDE

Chocochew: A national chocolate manufacturer is thinking of launching a new product. The product would be available in several varieties of chocolate flavours (dark chocolate, milk chocolate, white chocolate, and sea-salt chocolate for example) and will be branded Chocochew. The company feels that there is an unmet need in the market for a combination chocolate treat and gum. The company decides to test the concept with focus groups. Describe in detail how participants of the focus groups should be recruited. Reviewing Appendix B Focus Group Discussion Guide for additional insight, come up with 5-6 focus group interview questions that would help determine whether Chocochew has a chance in the consumer marketplace. . . Air Rage: Lately, airlines have been having a rough time, in terms of legal actions and PR issues, with consumers openly expressing outrage at being bumped from-or forcibly removed from flights. Design a qualitative study to reveal the suppressed (as opposed to surface) issues that are contributing to this rage. O What are some of the surface issues? Who will you want to participate and how will you recruit them? What qualitative method(s) will you choose? Be specific about any exercises you will incorporate . INTRO (15 min) A ALL ABOUT ME-name, family info, work, play, activities, interests. SHOW LIFE IN THE MONTH COLLAGE B. AT SOME POINT ASK: How often shower / bathe? Use fragrances / perfume? How often? Use scented or unscented deodorant, lotions, etc? FORMS (60 min) A. LISTED ON EASEL DEODORANT BAR, BEAUTY BAR, CREAM BODY WASH, GEL BODY WASH" Here are the different forms of soaps available that we want to learn about. How many have ever used _? Still using or moved on / rejected? B. EASEL RESPONSES (BE SURE PICTURES ARE LABELED) Show and describe your picture collage (from homework), as you tell what you like / not, what associate w/_ form. What else like? / why use? What not like about _? Why not using more often)? How compare to other formsadvantages / disadvantages? What wish for this form ... what would make it better/perfect for you? How / why begin to use? Specifically, what remember about form then? How find out about it? (ads, TV commercial, friends) What details remember about the adwhat show, who in it? REPEAT FOR ALL FORMS C. LINE UP THE FORMSWhen you think about these different forms, are they basically the samejust a different form or do you think of these as different products with different results? Describe. D. EXPLAIN CHART-Line these attributes up in the order you think is best to worst for each of the attributes Page 539 listed on the paper CLEANLINESS / SKIN CARE / GERM KILL / DEODORANCY / LATHER/SCENT / VALUE Why put in this order? What experience / notice with this form for (attribute above)? What about the form makes that difference? How much do you care about (attributes above)? Why / not? Affect whether you'd buy it? E. SHOW EXAMPLES OF BRANDS WITH BOTH BAR AND BODY WASH- Oil of Olay / Dove / Lever 2000 / Dial So to summarize with some specific brands, whether you have tried or not, what would you expect to be the difference, if any, when using the bar of brand vs. the body wash? What difference, if any, in how they make you feel emotionally after bathing with the bar vs. body wash? BRANDS (30 min) A. Now let's focus on different brands. Write your favorite on your name card. LINE UP EXAMPLES OF THOSE COMMONLY USED. B. How many of you have used ? How often / long ago? Why use / choose (at store)? What like better) about Why NOT use (more often)? C. How many have tried Oil of Olay / Dove / Lever 2000 / Dial? Why / not (more recently)? What associate with (brand above)? What stand for? What makes it different / unique vs. other brands? SUMMARY (15 min) A. There are 3 basic considerations when choosing a soap-brand, form, price. Put them in order of what matters most, 2nd, 3rd. For example, you go to the store to buy, and your usual form isn't available in your usual brand, etc. What would you buy? MAKE A CHART OF RESPONSES B. Now think about 3 benefits we've discussed-skin care, scent, cleanliness. Put these in order of importance. Describe order. Why is more important than ? (MISC-TIME PERMITTING) C. What do you see / notice in the store when shopping this aisle? New things? Switch around? ADULTSHow many of you buy soap for other family members? Who? How do you decide which form / brand to choose for your husband / teen? D. TEENS ONLYLet's talk a bit more about how you learn about new types brands or versions of soaps. Where have you seen ads? (Mall / locker room / Channel 17 dressing rooms / etc.) What do you remember about it? What show / say / what was the main idea? What do you think of celebrity endorsements? CONCLUSION