Focus group Example

April 24, 2014
Savannah College
Daniella Tejedor
Paula Lombana

English Languages courses

Interview Guide

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Introduction

The interview is the single most important step in the job search process. Therefore, thorough preparation is essential. The purpose of the job interview is to determine the general and specific aspects of market in order to identify the important aspects that could be determinant to the well development of the purpose of the British Council.

Table of Contents

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4: Teachers| 4

Interviewing Goals
1 | Demonstrate the preferences of the market in order to identify key points to apply in the improvement of the Company / Organization
2 | Convince the interviewer that the Company / Organization will
“fit in” and contribute with the development and improvement of their skills and knowledge in the language.
3 | Gather information that will help the Company / Organization decide whether they can be successful in the market or segment in.

Introduction |1
1: Needs |3
2: Prices| 3
3: Current / Past Suppliers| 4

5: Preferences|5
6: Knowledge about the Organization|5
7: Level of interest in British Council |6

ABOUT BRITISH COUNCIL

growth and innovation to help respond

The British Council is the United King-

to these challenges. Our aim is to

dom’s international organisation for

strengthen cultural relations with the

cultural relations.

Americas in ways which will enable

The British Council has been working

more people in the UK to learn and

to build trust and co-operation be-

benefit from their contacts with the

tween the UK and countries in the

region. If you would like to join us,

Americas since 1940. Today we have

we’d like to hear from you.

320 people in twelve countries, from
Canada in the north to Chile and Argen-

Read the British Council Americas Strat-

tina in the south.

egy for 2013/2014.

For all of us, our prosperity and happiness are founded on trust and cooperation. That’s why, with our many partners in the UK and the region, we’re embarking on a strategy for

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Research the following areas prior to the interview:
• What are the major products/services that you are searching when are you looking for English language courses?
• what are the specific points that you think the Company should develop more in order to take the service?

1| Needs

• What are your interests and involvements in this language?
• What are you looking for?
• How many people do you think is adequate to the development of a English language course?
• What is the best timetable for the development of the course according with your expectations?
• Do you prefer that the development of the language class be online or in a classroom?
• What is your level of English?
• Do you prefer online or classroom classes?
• What kind of employees will take the course?
• What kind of English lessons do you want? Business in general? Writing? Reading? Speaking?
Marketing language? Etc.

2| Prices

• How much are you willing to pay for this product / service?
• Who are interested in take the courses according with the price options?
• Do you think that the Company / Organization can offer different levels of products or services at different price points?
• Do you want to obtain free or discounted stuff?

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If you had been taken an English language course in the past, or are you :
• Where did you take this course?
• What type of service they offered to you?

3| Current and past
Suppliers

• Which was your expectations about the course?
• Does the course achieved your expectations?
• Which were your reasons to take the course? Do you Know about the British council?
If the Answer was YES:
• What do you know about?
• What do you like best about the proposed program?
• What did you think of the program?
• How have you been involved in English languages courses?
• Who or what influences your decision to buy a particular type of language course in British council or in another organization?
• What can each one of the languages organizations do to make the program better?
• Which aspect make that you choose one organization against another one?

• What kind of staff are you thinking that the Company / Organization must own to give the best service to you?
• Which do you think must be the nationality of the teachers?
• Which aspects are the most important for you when you are learning the language? (Business orientation, Reading, Writing, Listening, Other)
• What are your preferences about the tutor related with English courses?

4| Teachers

• Which type of certifications do you think the teacher must have to be part of the Company /
Organization?
• Which studies must have the teacher to fill your expectations about the course?
• It must be Male or Female?
______________________________________________________
According with your past experiences:
What are the best methodology that do you thing could be effective in order to learn in a good way the language?
______________________________________________________
About the infrastructure:
• What type of resources are you interested in?
• How do you think must be design the spaces in order to give the best quality and environment
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to the development of the courses?

• Do you prefer classes in your company or in British Council?

5|
Preferences

• What do you like best about the proposed program?
• What did you think of the program?
• How have you been involved in English languages courses?
• Who or what influences your decision to buy a particular type of language course in British council or in another organization?
• What can each one of the languages organizations do to make the program better?
• Which aspect make that you choose one organization against another one?

6| About
British
Council

• Do you Know about the British council?
If the Answer was YES:
• What do you know about?
• What do you thing is the competitive advantage of the this organization?
• Which is the added value of this organization?
• What are the aspects to improve?
• What is the best aspect of the organization?
• Are you willing to take the services that they offer?
• What is attractive and interesting of the Organization?
• Do you know the British Council’s web page?
• What do you think about the logo?
• All the information you need is on the website?
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7| Level of interest of

• How interested are you in using the service of the British Council?

using

• What would you change about British Council concept?

British

• Would you recommend the service to someone else?

• What did you like about the British Council service?

Council

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Company in that we’ll carry out the interview

Cable Servicios S.A.

Universidad de la sabanaBienestar Universitario

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