Questions

Build the discussion guide, then run the focus group.

10 questions
Discussion Guide
  1. Why is this your brand of choice?
  2. Which other brand or brands did you smoke before your usual brand?
  3. Which other brands, if any, do you smoke occasionally? Why? What prompts you to buy one brand over another?
  4. How many of your last 10 purchases were your usual brand? IF LESS THAN 10 What prompts you to buy one brand over another? Are they a similar type of quality or premiumness or would you say you are paying more or paying less at different times?
  5. What kind of party is it? Where is the party?
  6. What brands are at this party?
  7. What are they eating? What are they drinking?
  8. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
  9. Do they introduce themselves or wait to be asked?
  10. Who do they choose to talk to? Who do they avoid?
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10 questions
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