MKTG 6140 cool hunt 2

Appendix A: Focus Group Guides

Focus Group Guide 1

This guide was used by the moderator to facilitate the focus group discussion.

Opening                                      

Share with participants what the focus group topics will cover and disclaimers before beginning.

Moderator Prompts:

Today, we will be talking about latte making and coffee accessories.

You will be shown a new product concept.

There are no right or wrong answers – we just want to hear your honest opinions about your preferences and learn about what is prioritized by you when it comes to coffee.

This session will run for one hour.

Zone 1: Exploring Coffee Behaviour

Ask easy ice-breaker style questions to have the participants warm up to sharing their ideas. These questions help to explore the topic of coffee.

 Moderator Prompts:

Who here drinks lattes?

Who here makes their own lattes at home? Why do you make them at home?

What products or appliances do you use to make your own lattes at home?

Zone 2: Explore Latte Making Accessories

Narrow down on the particular topic of late making accessories to allude to the product concept without revealing it. Start to ask more specific questions about coffee beans.

Moderator Prompts:

Do you grind your own coffee beans?

Do you measure your coffee beans?

Where do you store your coffee beans at home?

Zone 3: Introduce the Product Concept

Present the concept board to the participants.

Moderator Prompts:

What are your first impressions of this product?

Rate the concept on a scale of 1-5, based on how much you like this concept idea.

What are your likes or dislikes about this concept?

Zone 4: Explore How Compelling the Idea Is

Ask whether participants would actually be interested in this concept.

Moderator Prompts:

Would you purchase this product? Why or why not?

How likely are you to purchase this product if it were around $100 CAD?

Would you be willing to pay a premium for additional features?

Would price be a deal breaker?

Zone 5: Open Discussion

Allow for participants to bring up candid topics.

Moderator Prompts:

Are there any topics or issues about this product that have not been addressed?

Do you have any other thoughts you would like to share?

Zone 6: Closing

Thank the participants for taking the time to participate in this discussion.

Moderator Prompts:

Thank you for taking the time to participate in this discussion.

We are thrilled to have these new learnings, which will be used to refine the product concept further and explore how we can meet the needs of consumers like you.

Focus Group Guide 2

The second focus group was conducted using the same guide as the first, with the following edits applied:

Zone 3: Introduction of the Product Concept

The product concept now includes a rechargeable feature, where the container can be plugged into a power source to recharge the battery.

Based on an idea proposed in the first focus group by a participant, the product concept now also includes a mobile app that is similar to a social media platform.