1) For our focus group we would like to show a little extract of a movie or series ( Big Bang theory, James bond movie….).After that, we would like to do a tour question about product placement in general (Probing question, open ended questions):
What do you think of this segment of the series?
Have you seen it before?
Did you notice any brand product in the segment?
Which ones can you name?
Do you own any of these products?
And especially in this series/movie?
Which product would you like to buy?
Do you think there is a lot of product placement in this series/movie or less than in other movies?
What do you think about product placement?
Do you think product placement is effective?
Do you think it is effective on people?
After those questions, we would like to show some pictures about product placement, or and ask people what do they feel about the fact that a celebrity show him (her) self with that kind of product?
2) Logistic research
We’re going to do our data gathering thanks to internet, television, series and movies and finally the focus group. In fact, we’ll use those methods to help us answer to our problem statement. To do our focus group we’re going to need people of course because without them there is no focus group. We’ll also need a conference room with a video projector, audio equipment. Finally we’ll need an extract of a movie or series that we have found before.
3) Schedule of activities
From now until the end of November: Data collection and gathering.
1st December until the middle of December: writing the report.
The middle of December until the day before the presentation : Power point presentation.