be familiar with the discussion topic: how to increase the sales of premium confectionery product
be able to speak the language spoken of the area; Delhi/Mumbai
not act as a judge or a teacher
not agree/disagree with what is said
not put words in participants’ mouth
be insensitive/unbiased to gender
be polite and have respect for participants
He/she will pen down important outcome of the discussion. Arrangements will be made to record the discussion, so that any reference can be drawn if required.
Steps in conducting the session
All the participants will be contacted in advance, at least one to two weeks before the session. A letter of invitation will be sent to each participant, taking into consideration the prevailing practices in the area. Participants will also be reminded about the focus group discussion one day before the session.
Six people will be contacted for the FGD. The group will comprise of marketing and sales people, housewife, young angry bird users and a retailer. The choice of participants depends on the topic of the focus group.
To ensure attendance, transportation will be arranged for the participants from their residence to the focus group venue.
Focus group discussions can be conducted in a place where six persons can be seated and assured of some privacy. A hotel room will be arranged for this.
A circular seating arrangement will be done to facilitate healthy interaction among participants because it allows them to freely see and hear each other.
name tags will be provided to each participants, which will facilitate identifying each one.
A trained sub-moderator will capture the discussion in writing and note the
participants’ nonverbal expressions.
Arrangements will also be made to record the FGD.
Refreshments will be served after the discussion as a small gesture of appreciation to the participants for having taken time off their work to participate.
After a brief introduction, the purpose and scope of the discussion- influence of angry birds buzz on the sales of confectionery brand and ways to increase the sales will be explained.
The discussion will be structured around the key themes using the probe questions prepared in advance.
All the participants will be given the opportunity to participate.
Moderator will stimulate the participants to talk to each other and encourage shy participants to speak. Following are the prepared questions which will be discussed in the FGD 1)
What is the brand image of angry birds in India? 2)
Is it same across all demographics of people?