WHAT TO EXPECT DURING THE INTERVIEW
Thank you for agreeing to participate in our focus
group.
Please take a few moments to
read the following information.
What is a focus group?
A focus group brings together 4-8 people
to give their opinions on a particular topic.
The information gathered today will be used to help develop better products,
services or advertising.
What is your role?
During the interview you will be asked many
questions.There are no right or wrong
answers, so please be candid with your opinions.
Even if your opinion seems different to others’, it is still valid and we
are still interested in what you have to say.
What is the group moderator’s role?
The moderator is an experienced, independent
market researcher who will lead the discussion and make sure that everyone has a
chance to participate.The moderator
is not professionally involved in the subject area you will be discussing and, being
independent, does not have a stake in the discussion.
Nor is the moderator an “expert” in the subject of the discussion.
The role of the moderator is, simply, to get you talking!
What are the rules of the game?
We’d like to say “anything goes” but that
might give you the wrong impression.
Remember that there are no right or wrong answers.
However, we do ask you to switch off cell phones and pagers before the session
begins.
Anything else you should know?
Your interviewer may take notes during the
discussion.The interview will be audio
and videotaped (from overhead microphones and a camera) to ensure we have all
the information from the conversation.
The tapes are kept by the research team and are not distributed to anyone outside
the team involved in this project.
There is a one-way mirror in the room, behind which colleagues of the moderator
can sit and take notes without disturbing the group.
All the information collected during the group is kept confidential and only
used for market research purposes.
No attempt will be made to sell you anything.
There may be a lot to cover during the session
but people generally have a good time doing it.
We hope you do too.
Thank you for coming, and remember: all this attention is being paid to what you say
because...
YOUR OPINION COUNTS