Focus Group Protocol
Focus Group Protocol
|
NAME |
[YOUR NAME] |
|
COMPANY NAME |
[YOUR COMPANY NAME] |
|
DEPARTMENT |
Market Research Department |
|
DATE |
[Date] |
I. Objectives
This focus group protocol aims to facilitate discussions among participants to gather insights on consumer preferences and attitudes toward organic food products. The findings will inform marketing strategies for a new line of organic food products.
II. Protocol Overview
This protocol outlines the guidelines and procedures for conducting focus group sessions aimed at achieving the stated objectives. It includes the agenda, methodology, and expectations for participants and facilitators.
III. Procedure
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Procedure |
Time (minutes) |
Details |
|---|---|---|
|
Introduction |
15 minutes |
|
|
Icebreaker Activity |
20 minutes |
|
|
Discussion Phase |
60 minutes |
Topic 1: Perceptions of Organic Food (20 minutes)
Topic 2: Buying Behavior (20 minutes)
Topic 3: Product Preferences (20 minutes)
|
|
Break |
10 minutes |
Refreshments, Informal Interactions |
|
In-depth Exploration |
45 minutes |
|
|
Conclusion |
20 minutes |
|
IV. Data Collection
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Audio recording of focus group sessions.
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Note-taking by facilitators to capture key points and participant responses.
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Transcription of recorded sessions for analysis.
V. Safety Considerations
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Ensure the confidentiality of participants' responses.
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Respect participants' opinions and foster a safe and non-judgmental environment.
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Provide a comfortable and accessible venue for the focus group sessions.
VI. Expected Results
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Comprehensive understanding of consumer perceptions and preferences towards organic food products.
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Identification of key factors influencing purchasing decisions.
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Insights to guide marketing strategies for the promotion of organic food items.
VII. Conclusion
This focus group protocol serves as a structured framework for conducting sessions aimed at gathering valuable insights from participants. By adhering to the outlined procedures and guidelines, we anticipate obtaining meaningful data to support informed decision-making regarding the marketing of organic food products.
