Focus Groups Plan for Scope
BA410.601.K3 Marketing Research
Tong (Harry) Xiang

Basic Requirements: * Participants: We need to carefully recruited our participants with similar ages, regions and income level, and then divide them to 4 groups consist of 8-12 members. All the participants are mouthwash products users. * Environment: The focus groups interview should have comfortable environment, with circle seating to make participants engage in discussion. Tape recording needed. * Moderator: Our main moderator should be skillful in group discussions, and be capable of establishing permissive environment. Pre-determined questions and adequate background knowledge required. But main moderator should exercise mild unobtrusive control the pace. Assistant moderator is in charge of handles logistics and takes careful notes. * Rules: Rules should be told to participants. No right or wrong answers; One person speaking at a time; Turn off mobile phones; Participants should talk and listen to each other.

Beginning: In the beginning the moderator should create a thoughtful, permissive atmosphere, make ground rules and set the pace of the discussion. The introduction part includes: 1. Welcome; 2. Overview of the topic; 3. Ground rules; 4. First questions. Example: Good afternoon and welcome to our discussion session. Thanks for taking the time to join us to talk about mouthwash product in Canada. My name is xxx. We are helping Scope team get some information from customers about your perceptions of mouth wash products. We want to know what you like, what you don’t like, and how our product might be improved. We are having discussion like this with several groups in Canada. You were invited because you have used mouthwash products. There are no wrong answers but rather differing points of view. Please feel free to share your point of view even if it differs from what others have said. Keep in mind that we’re just as interested in negative comments as positive comments, and at times the negative comments are the most helpful. You've probably noticed the microphone. We're tape recording the session because we don't want to miss any of your comments. People often say very helpful things in these discussions and we can't write fast enough to get them all down. We won't use any names in our reports. You may be assured of complete confidentiality.
Well, let's begin. We've placed name cards on the table in front of you to help us remember each other's names. Let's find out some more about each other by going around the table. Tell us your name and where you live.
Open-ended Questions: * How and when do you use mouthwash products? * Tell me about positive experiences you've had with mouthwash products? * Tell me about disappointments you've had with mouthwash products? * Who or what influences your decision to purchase a particular type of mouthwash products? * When you decide to purchase Scope mouthwash products, what do you look for? Take a piece of paper and jot down three things that are important to you when you purchase Scope? * Let's list these on the flip chart. If you had to pick only one factor that was most important to you, what would it be? You can pick something that you mentioned or something that was said by others. * Have you ever changed brands of mouthwash products? What brought about the change? * Of all the things we've talked about, what is most important to you?

Ending Questions: * Ask participants to reflect on the entire discussion and then offer their positions or opinions on topics of central importance to the researchers.
Example: Of all the things we discussed, what to you is the most important when you buy a mouthwash product?

Rules for asking questions: * Avoid dichotomous questions. Guide participants use refection, examples, choices, rating scales or drawings, etc. to get them involved. * Take people back to an experience and not forward to the future. Make them think back. * Listen for inconsistent comments and probe for understanding. Pay attention to vague or cryptic comments and probe for understanding. * Offer a summary of key questions and seek confirmation. * Take notes.