Our team can also help you build a flexible discussion guide for your market research focus group or a well-structured questionnaire for your quantitative survey.

Qualitative market research is usually based on a flexible discussion guide comprising open-ended questions.

A discussion guide will typically have four sections:

Welcome in which the moderator makes introductions, explains the purpose of the session and sets out the ground rules

Warm-up comprising a few questions designed to put the respondents at ease and get them talking rather than collecting lots of information

Core where the key topics are covered in a way that collects as much information as possible in an unbiased manner

Wrap-up where the moderator will check their understanding of key points from the session and perhaps ask the respondents to sum up their views.