Duration: 15-20 minutes per respondent

Respondents: Across All Age Groups (Eg: 10-20, 21-30, 31-40, 41-50, 51-60 years) and
both Male and Female

Objectives of this consumer connect:

Gain an understanding of consumers’ usage, habits, attitudes, touchpoints (especially
digital) to gather insights related to the category, brand and future trends.

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 Discussion Guide
A. Warm up (5-7min)
1. Explain the purpose of this discussion. State that this discussion will be very casual
and open. There is no right or wrong response for today’s discussion, please be
open-minded.
2. Tell us a bit about yourself
- Name
- Age
- Job/Education
- Housing Environment/Living Standard
- Family Members
- Hobby
- Describe your life in general (what is your relationship status, what are your
dreams/aspirations in life, do you have any frustrations/concerns in life?) →
(Moderator to note: from these questions, we want to get an understanding on
what consumers deem as important in their life, what consumers aspire to be.)

B. General/Hygiene/Nutrition Trends (5-7 min)

1. Thinking about your current lifestyle, what are some of the things that you are into
at the moment? [To capture general trends first]. What triggered you to be
interested in these? → (Moderator to note: these trends could be anything related
to lifestyle, hobbies, digital media, shows/programmes etc)
2. When talking about hygiene/nutrition, what are the first
thoughts/images/person/feelings that come to your mind? Why? What do you
think hygiene/nutrition means to you? [if consumer shares mostly about generic
hygienic habits, probe to find out how they feel about this emotionally]
3. What are the recent hygienic/nutrition trends or hygienic/nutrition related
products that have attracted your attention? What brand is it and what are the
benefits / functions? Are these more inspired by COVID outbreak? How do you
know about these trends/products?
4. What’s your attitude towards global brands and local brands?

C. Usage, Habits, Attitudes, Brand Perceptions (7-10 min)

(Moderator to note: Product can change as per the brand of your choice. For eg: If you
have chosen to work on Lifebuoy then soap bar, If Horlicks then Nutritional drink)
1. Can you describe the moments / occasions when you use personal care products?
What products do you use? What is the role of each product? → Moderator to
note: we need to understand all occasions where consumers will use personal care
products (not just skin cleansing products).
2. [What is your skin care and skin cleansing regime like?] → Moderator to note: this
could be derived / asked in question C1.
3. What is the role of soap/bodywash for you? → Moderator to note: is it only for
cleansing/removing germs only? Look out for mentions of other benefits e.g : give
fragrance, nourish the skin etc. If consumer did not mention these, probe them.

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 4. Do you have any skin related problems? How do you know what are the products
that could solve your problems? Who do you listen/talk to about this?
5. [For bar soap users] Have you ever tried using a bodywash? If yes, what do you like
or dislike about it? If no, have you ever thought of trying it? If you don’t want to try
it, why is that so?
6. Which soap/bodywash brand are you currently using right now? How long have you
been using this brand?
7. What do you know about this brand? What do you associate the brand with
(functional and emotional)? What do you like/dislike about the brand?
8. Do you usually stick to one soap/bodywash brand or do you prefer to switch around
and try different brands? Why?
9. What are your expectations towards a skin cleansing brand during COVID times?

REMARKS:

The Discussion Guide is an exhaustive one, can cut down on questions from Section A, B
and C in the interest of time. The idea is to have a broader understanding.