Moderator’s Guide

Focus Group – 2
Feb 2 2020

Background
Hello everyone, thank you very much for coming to our focus group. My name is Nooria Khan and I will be the moderator
for this discussion. Basically, this focus group has been arranged so that we could have your opinions regarding certain
topics that we are working on. We are a group of 3 and we are doing this research for a certain brand that you will find out
about later in the discussion and we would like to know your opinions about the brand and your general experience.

Rules
Before starting, let’s set up some ground rules. I would appreciate it if you guys do not walk out abruptly. It will roughly
take about an hour or so. We will give you a 5-minute break in the middle of the session. Before beginning, I would like to
thank you for coming here. We are really appreciative of your presence. Do note that this entire focus group will be
recorded in order for submission to the instructor. We would like that you participate actively and do not sit quiet so that
we have a vast collection of experiences. We’ll be putting the topic on the table and the idea is for everyone to participate
in the discussion with each other. Remember, there are no right or wrong answers to any of the questions.

Purpose
I think everybody knows why we’re here, but let me go over it just in case. We are students of IBA conducting a project on
whether the Pakistani market is ready for healthy consumption options given that the country culture is not really inclined
towards healthy and nutritious consumption. The main thing we are interested in today is hearing from you, about your
ideas, opinions, and concerns as they relate to this topic. Your participation in today’s focus group will help us gain
valuable insight into how individuals make decisions on whether to use these products or not.

Introduction
So, to begin, let’s have a small ice breaking session in which I would like everyone to introduce themselves and tell us
about the last restaurant you went to, and what you had to eat.

Background Questions:

1) Which type of restaurant did you visit/ what did you eat/ when?
2) How often do you eat out? Do you prefer dine-in or take away?
3) Do you prefer eating healthy food outdoor?
4) Do you prefer having fizzy drinks or smoothies during meals?
5) Does calorie intake, value for money, etc. effect your decision?
6) Please have a sip.
Can you guess which brand is this? If yes, how do you know about it.
7) When do you crave for juices?
8) Which juice bar do you prefer generally? Any personal favorite
9) Which flavor do you prefer?
10) What is price do you normally prefer? When selecting, what factors do you look for?
11) This brand is Greeno, how many times do you consume Greeno? Daily, weekly, monthly.
12) Do you think such a business model would work in Pakistan?
13) How can Greeno do better? What changes would you want them to do?
14) Where is the Greeno outlet? Where would you like to see the new outlets?

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Conclusion:
Thank you so much for helping us understand what is important for diet conscious consumers. With your help, we were
able to achieve our research objective and we now have a better understanding of everyone’s priorities when it comes to a
healthier diet.
Thank you once again for being part of this focus group. We hope you had a good time!