Questions
Build the discussion guide, then run the focus group.
Discussion Guide
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Why is this your brand of choice?
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Which other brand or brands did you smoke before your usual brand?
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Which other brands, if any, do you smoke occasionally? Why? What prompts you to buy one brand over another?
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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?
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What kind of party is it? Where is the party?
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What brands are at this party?
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What are they eating? What are they drinking?
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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?
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Do they introduce themselves or wait to be asked?
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Who do they choose to talk to? Who do they avoid?
Ready to Run
8 personas
10 questions
Preparing focus group
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