What is Discussion Guide

Discussion Guide is an outline of the subjects that will be discussed in focus group discussions or in-depth interviews. Depends on different objectives of the research, as well as different industries / markets, discussion guide is customized to adapt with. However, there is a template that discussion guide should be followed to maximize market insights that market researcher is going to explore.

Discussion Guide is an outline of the subjects that will be discussed

A good discussion guide should first introduce objective of the research, introduce moderator and participants, and give some explanations to ensure quality of the research. Assuming there is a research about products and consumers’ perceptions to that product. Here is an example for introduction section of the group discussion:

The Objective of the research is understand potential customers’ perceptions on using the product

·         How the product is consumed and customers’ own opinion.

·         Learn about requirements and expectations from customers to the product

·         Identify unsatisfied needs from customers, or inability to afford customers’ expectations

·         Learn more about the current market situation

·         Learn about customers’ reactions to products

Introduction section:

·         Self-introduction from moderator to let all participants know about him/herself and willing to communicate with respondents

·         Introduce about the reason of the research and make clear that the collected information will be used for research purpose only

·         Encourage respondents to be free to share their own ideas, avoiding follow other respondents’ opinions because there is no right or wrong in the discussion.

In Discussion section of discussion guide, depends on objective of the research, different questions will be outlined for moderator to ask in the discussion. This guideline is helpful to guide moderator what to ask, how to ask, and when to ask in group discussion.

In order to effectively explore data in group discussion, the questions need to be asked in a logical way to drive flow of sharing information within group discussion. For example, moderator may ask about current product, current market, current opinion about the product/ service, then move to their expectation and satisfaction to product/ market etc. The last part of discussion section could be consumer’s opinions to improve brand performance and consumer’s perspective to planning product marketing strategy.

A good discussion guide does not guarantee success for research, but it allows researchers and moderators to explore the most data and insights that they want in a group discussion.

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Compiled by AMR Group (Marketing Research in Vietnam-Nghien Cuu Thi Truong Viet Nam) on 2014

Source: small business

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This article is compiled by AMR Group to provide updated information on markets. AMR Group puts the best effort to obtain the most accurate and timely information available from various reliable sources. The article should be best considered a reference and indicative only. It is not an offer or advice for any actions related to any assets. AMR Group provides no warranty or undertaking of any kind in respect to the information and materials found with, or linked to the report and no obligation to update the information after the report was released. AMR Group does not bear any responsibility for the compiled information, or any consequences arising from its use.