Design a Moderator Guide
Introduction/Welcome to the Focus Group
Welcome and Introduction
Welcome everyone, I am Riaz, the moderator, and I appreciate your time and presence.
I want to say that I will facilitate it, ensuring that everyone has an opportunity to speak, and keeping the discourse focused on the study objectives.
Brief Research Synopsis
An Overview of the Research
A brief synopsis without getting into specifics:
"We're here to discuss preferences for high-end smartphones, aiming to understand what features are most valued by affluent consumers to guide the development of a new product."
Explanation of Rules
Establishing Ground Rules
The value of respectful discourse and respect for everyone to express themselves openly.
The participants ought to refrain from interrupting one another and allow each person to finish their comments.
Diverse points of view are appreciated and there are no right or wrong solutions.
The participants maintain confidentiality, ensuring that group talks stay within the group.
Confidentiality Section
Covering Confidentiality
The five components: No recording, keeping discussions within the group, respect for participants' privacy, confidentiality of shared information, and non-disclosure of contributions from people outside the group.
All comments will be anonymized and used solely for research reasons.
Group Introductions of Participants
Icebreaker Introductions
introductions- light icebreaker questions, such as what their favorite smartphone feature is or why they chose to participate.
Individuals to identify themselves quickly, giving their name and any relevant background information.
General Discussion Questions
Open-Ended General Questions
What features or functionalities do you think a high-end smartphone should have?
Follow-up probe:
Can you give an example of a feature that influenced your purchasing choice significantly?
When it comes to high-end smartphones, how essential are design and aesthetics?
Follow-up probe:
Could you explain the perfect appearance or design that draws you to a high-end device?
What factors, despite appealing qualities, would prevent you from acquiring a high-end smartphone?
Follow-up investigation: Can you comment on specific issues or roadblocks that might keep you from completing a purchase?
Conclusion/Wrap-up
Closing Remarks
Recap of the main points that were discussed during the session.
Thank you to everyone who took part in the study for their unique insights and contributions.
Reiterating the significance of their input in the creation of the new smartphone.
