focus group discussion
OBJECTIVE
This qualitative / subjective exercise was aimed at understanding the perceptions, opinions and attitude towards an innovative service which they might have opposed. Questions were asked in an interactive group setting where participants were free to talk with other members. The FGD provided an informal setting to the participants and gave an opportunity for disclosure among similar others where they could feel validated for having opposed a service.
METHODOLOGY
The discussion was initiated by a moderator who specified a loose structure based on sharing of individual experiences regarding an innovative service that one might have opposed. The discussion began with factors that affect one’s purchase decision and then moved onto sharing of experiences. The moderator tried to focus the discussion on the pertinent issues like reasons for opposition and media chosen for opposition. The moderator acted as a guide for the discussion without participating directly in it.
Group compositions: 5 boys and 2 girls
Duration of FGD : 45 minutes
The discussion followed a structured approach where participants progressively moved from Engagement , exploration to exit critical to an FGD
SUMMARY OF RESULTS
The services discussed are listed below:
1. Online shopping – shopyourworld.com
2. Mobile internet
3. Botox services
4. Online Cake Ordering
5. Airline self check in kiosks
6. Network Marketing
7. Online bus ticketing – Redbus
8. Airline Merchandising
9. Weight loss services – VLCC
Other products discussed:
1. Health Supplements – Herbal Life
2. Deodrants - Axe
3. Fairness products – Fair and lovely
The major factors that affect the decision of purchase are :
1. Durability or quality of product/ service.
2. Features or functional benefits of the product/service
3. Price and value for money
4. Post sales services (esp. bikes and cars)
5. Reviews from friends and family
6. Freebies associated with the
This qualitative / subjective exercise was aimed at understanding the perceptions, opinions and attitude towards an innovative service which they might have opposed. Questions were asked in an interactive group setting where participants were free to talk with other members. The FGD provided an informal setting to the participants and gave an opportunity for disclosure among similar others where they could feel validated for having opposed a service.
METHODOLOGY
The discussion was initiated by a moderator who specified a loose structure based on sharing of individual experiences regarding an innovative service that one might have opposed. The discussion began with factors that affect one’s purchase decision and then moved onto sharing of experiences. The moderator tried to focus the discussion on the pertinent issues like reasons for opposition and media chosen for opposition. The moderator acted as a guide for the discussion without participating directly in it.
Group compositions: 5 boys and 2 girls
Duration of FGD : 45 minutes
The discussion followed a structured approach where participants progressively moved from Engagement , exploration to exit critical to an FGD
SUMMARY OF RESULTS
The services discussed are listed below:
1. Online shopping – shopyourworld.com
2. Mobile internet
3. Botox services
4. Online Cake Ordering
5. Airline self check in kiosks
6. Network Marketing
7. Online bus ticketing – Redbus
8. Airline Merchandising
9. Weight loss services – VLCC
Other products discussed:
1. Health Supplements – Herbal Life
2. Deodrants - Axe
3. Fairness products – Fair and lovely
The major factors that affect the decision of purchase are :
1. Durability or quality of product/ service.
2. Features or functional benefits of the product/service
3. Price and value for money
4. Post sales services (esp. bikes and cars)
5. Reviews from friends and family
6. Freebies associated with the