8/13/2019 Focus Group Moderator Guide

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Example FocusGroup Moderator

GuideUpdated May, 2009

8/13/2019 Focus Group Moderator Guide

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8/13/2019 Focus Group Moderator Guide

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+. re-ious Experie)ce #peci ic '10 0 mi)utes*1/. 7o kno ledgeable do you consider yourself regarding this company 6hat types of products do

they offer 0o they offer anything uni*ue1 . 6hat is the image of this company 6hat reputation does it ha!e 6hat are some of its

competitors 6hat image and reputation do they ha!e24. 6hat do you !alue most about being a ___________________customer21. $!erall" ho satisfied are you ith the ser!ice you recei!e22. 6ould you recommend _____________________to others 6hy or hy not23. 7o loyal do you consider yourself to______________________ 6hat could they do to make you

more loyal2&. Is there anything that ould encourage you to use other products from the same company 8,robe

ith specific products.92(. 7o many of you use the online resources a!ailable from this company If not" hy not 8,robe:

ith specifics of kno n online resource issues.9

+I. !OMMUNI!%TION '( /0 mi)utes*

2+. 6here do you get information about the product2-. 7o ell does _________________communicate ith you2/. 6hats the best ay for the company to communicate ith you

+II. % +ERTI#ING'20 mi)utes*

2 . 7a!e you seen any ad!ertising for_________________ 6hat type of ad!ertising ha!e you seen34. ;e!ie communication materials.31. 6hat do you like about this ad Is there anything you dislike32. Is it memorable 0oes it seem credible

+III. F%"#E !"O#E '( mi)utes*Thank you for your comments and your time. This has been a !aluable session.