question archive Focus Group Moderator's Guide Development Client: Amazon Research Objective: Amazon is interested in finding out (1) the best new features to include in next year's Fire tablet as well as (2) the key message points that will differentiate the upgraded Fire tablet from competitive offerings
Focus Group Moderator's Guide Development Client: Amazon Research Objective: Amazon is interested in finding out (1) the best new features to include in next year's Fire tablet as well as (2) the key message points that will differentiate the upgraded Fire tablet from competitive offerings
Subject:MarketingPrice:2.86 Bought9
Focus Group Moderator's Guide Development
Client: Amazon
Research Objective: Amazon is interested in finding out (1) the best new features to include in next year's Fire tablet as well as (2) the key message points that will differentiate the upgraded Fire tablet from competitive offerings.
Develop a brief moderator's guide that will work to address your chosen client's research objective. Moderator's guide should include the following components.
- Introduction (should include the role of moderator, purpose of the session, and ground rules).
- Ice breaker activity (should incorporate research topic in some way).
- Series of open-ended questions to elicit conversation among participants.
- Two-three focus group activities from Chapter 4 (listed below). Activities should be fleshed out with specific instructions for participants. Appropriate questions for the group should follow each activity. Remember, the purpose of activities is to spark group conversation.
- Moderator and note taker instructions in brackets [ ] throughout. This includes activity instructions for moderator as well as reminders to prompt and probe certain questions.
Activity: Description
Cartoons: Participants develop stories and conversations around pictures, often featuring ambiguous characters engaged in conversation.
Collages: Participants assemble photos or other objects that represent their thoughts and feelings.
Storytelling: Participants make up a story, often about a fictional consumer experiencing the product or service being discussed.
Surveys: Participants take a short survey on the topic at hand and discuss why results among the group are similar or different. If you use this activity, include the survey questions in your moderator's guide.
Usability tests: Usability testing refers to participants interacting with a product or service by testing it with representative users. Typically, participants are asked to complete tasks given by the moderator while observers watch, listen and take notes.
Voting: Participants vote on concepts or solutions and discuss the outcome.
Word association: Participants provide the first thoughts that come to mind in reaction to a stimulus, such as an advertising concept.
Purchase A New Answer
Custom new solution created by our subject matter experts
GET A QUOTE
Answer Preview
Focus Group Moderator's Guide Development
Client: Amazon
Introduction.
As a moderator, I will provide discussion topics, define group boundaries, encourage sharing of ideas, and answer questions. Additionally, I will be in charge of removing unrelated or inappropriate contents as well as approve the ideas to be approved at the end of the discussion. Most importantly, the purpose of this session is to engage in a meaningful discussion that would enable the group to find out the new features to be included in the next year's Fire tablet. Moreover, the participants will derive key message points that will create a competitive advantage for the upgraded Fire tablet. Finally, ground rules will include turn-taking, minimal interruption, mandatory participation, putting phones on silent mode, and respecting others' points of view.
Step-by-step explanation
Ice Breaker Activity.
Several activities will be performed by the members to capture their attention before beginning the discussion. These would include;
ü Would you rather questions. Group members will be allowed to select their best option and provide an explanation for their choices.
· Would you rather have the current Fire tablet or the upgraded Fire tablet?
· Would you rather maintain or improve the quality of the product?
ü Most unique questions in which members will identify the most unique things about them or product.
· What is the most unique thing about you?
· What is the most unique thing about the current Fire tablet?
Series of Open-Ended Questions.
· What else can Amazon do to improve the current features in the Fire tablet?
· What do consumers want?
· What are the preferences and tastes of the consumers?
· Who should we prioritize as target audience?
Focus Group Activities.
Storytelling and voting will be applied as the focus group activities. During the storytelling activity, participants will be encouraged to make up fictional stories about a consumer experiencing the product under discussion. This will enable members to visualizes consumer needs in the real world. Finally, the voting activity will involve members voting on the best concepts and discuss the outcomes. The discussion will end after members have agreed in consensus on the new features.
Moderator and Note Taker Instructions.
· Questions will be asked after every 15 minutes.
· Members will be allowed 5 minutes to elaborate their points.
· Key points will be noted down.
