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Discussion Guide
Project Kleen Team – J: 09 – 0014
Version 2
Key Research Objective
The research objectives are:
• To explore consumer usage and attitude to feminine hygiene product, reason to use, perceived benefit and frequency of usage
• To explore key consideration factors in using and purchasing feminine hygiene products.
• To find out on consumers’ perception and acceptance to the product concept, uniqueness of proposed products,
• To find out consumers’ perception and acceptance to the product design
• To understand consumers’ interest and future intention to buy
• To understand the perceived 4 Ps of the proposed product concept
• To find out the consumers’ perception to new product idea, to see whether these new product ideas fit to Sumber Ayu brand image.
Specific Objectives for Each Section of the Interview Guide
SECTION TIME TOPIC SPECIFIC OBJECTIVES
I 5 minutes Introduction & Warm-up To build rapport
II 10 minutes Usage and Attitude to Feminine Hygiene product To understand consumers’ usage of feminine hygiene products and why do they use such products
Ill 30 minutes Brand usage and perception & brand image on Sumber Ayu in specific To find out brands they know in the market and reason to choose their own brand
lV 60 minutes The new product concepts To understand consumers’ acceptance of the new product concepts and variants
V 10 minutes Future purchase intention Their intention to buy
VI 20 minutes 4Ps and additional question To find out the perceived price, place to buy, type of promotion suitable for the product
This Discussion Guide is intended as a “checklists” for the moderator. He/she will treat this as a menu from which to select topic areas and guide the general flow of interview. Respondent’s responses may often lead the discussion in new directions or change the order of topics. Some questions or techniques may be skipped if issues have already been covered at an earlier stage
Time: 135 minutes
Line Of Questioning
I Introduction 5 Min
• Introduce Synovate
• Guidelines of the discussion – no right or wrong answers, feel free to voice opinions etc.
• Brief Round of Introductions – ask for name
II Usage and attitude to feminine hygiene products 10 Min
Personal care products – What are the common personal care products that you are currently using? What are they? – Unprompted answers – shampoo, soap (liquid or bar, )conditioner, feminine hygiene wash, scrubs, and hand and body lotion, others, if feminine hygiene wash is not mentioned, please probe.
What brands are used for personal care products? Why choose such brands? What are the brands used for feminine hygiene wash? Why?
For those who doesn’t use Feminine hygiene wash. Why don’t you use a feminine hygiene wash? Why not? What are the reasons for you not using one? Why? [MODERATOR to also probe the trigger for consumers to use the feminine hygiene wash in the future, in particular focus if consumers’ resistance of not using feminine hygiene wash is because of the ingredients / “Daun Sirih” ingredient]
For those who are currently using feminine hygiene wash.
o What makes you use feminine hygiene product? What are the reasons for you to use feminine hygiene products? Why?
o In your home, who use feminine hygiene product apart from you? Do they use the same brand or type? Why (not)? [MODERATOR to focus if respondents also use the same type/brand of feminine hygiene product with their mum]
o Are there anything which haven’t been fulfilled by the current feminine hygiene wash products that you use? What is it? Could it be fulfilled by other type or brand of feminine hygiene wash? Why?
Occasion or moment in using the toiletries products – When do you use feminine hygiene product? Do you have any specific moments when using? And why is that? [MODERATOR to deep dive into the problems that teens face that makes the using feminine hygiene product]
Frequency in using product – How many times do you use feminine hygiene product a day? Why is that? Why not?
Expected benefit in using feminine hygiene wash. What benefit do you expect from using feminine hygiene wash? Why? Why not? How do you know this product is working?
Project Kleen Team – J: 09 – 0014
Version 2
Key Research Objective
The research objectives are:
• To explore consumer usage and attitude to feminine hygiene product, reason to use, perceived benefit and frequency of usage
• To explore key consideration factors in using and purchasing feminine hygiene products.
• To find out on consumers’ perception and acceptance to the product concept, uniqueness of proposed products,
• To find out consumers’ perception and acceptance to the product design
• To understand consumers’ interest and future intention to buy
• To understand the perceived 4 Ps of the proposed product concept
• To find out the consumers’ perception to new product idea, to see whether these new product ideas fit to Sumber Ayu brand image.
Specific Objectives for Each Section of the Interview Guide
SECTION TIME TOPIC SPECIFIC OBJECTIVES
I 5 minutes Introduction & Warm-up To build rapport
II 10 minutes Usage and Attitude to Feminine Hygiene product To understand consumers’ usage of feminine hygiene products and why do they use such products
Ill 30 minutes Brand usage and perception & brand image on Sumber Ayu in specific To find out brands they know in the market and reason to choose their own brand
lV 60 minutes The new product concepts To understand consumers’ acceptance of the new product concepts and variants
V 10 minutes Future purchase intention Their intention to buy
VI 20 minutes 4Ps and additional question To find out the perceived price, place to buy, type of promotion suitable for the product
This Discussion Guide is intended as a “checklists” for the moderator. He/she will treat this as a menu from which to select topic areas and guide the general flow of interview. Respondent’s responses may often lead the discussion in new directions or change the order of topics. Some questions or techniques may be skipped if issues have already been covered at an earlier stage
Time: 135 minutes
Line Of Questioning
I Introduction 5 Min
• Introduce Synovate
• Guidelines of the discussion – no right or wrong answers, feel free to voice opinions etc.
• Brief Round of Introductions – ask for name
II Usage and attitude to feminine hygiene products 10 Min
Personal care products – What are the common personal care products that you are currently using? What are they? – Unprompted answers – shampoo, soap (liquid or bar, )conditioner, feminine hygiene wash, scrubs, and hand and body lotion, others, if feminine hygiene wash is not mentioned, please probe.
What brands are used for personal care products? Why choose such brands? What are the brands used for feminine hygiene wash? Why?
For those who doesn’t use Feminine hygiene wash. Why don’t you use a feminine hygiene wash? Why not? What are the reasons for you not using one? Why? [MODERATOR to also probe the trigger for consumers to use the feminine hygiene wash in the future, in particular focus if consumers’ resistance of not using feminine hygiene wash is because of the ingredients / “Daun Sirih” ingredient]
For those who are currently using feminine hygiene wash.
o What makes you use feminine hygiene product? What are the reasons for you to use feminine hygiene products? Why?
o In your home, who use feminine hygiene product apart from you? Do they use the same brand or type? Why (not)? [MODERATOR to focus if respondents also use the same type/brand of feminine hygiene product with their mum]
o Are there anything which haven’t been fulfilled by the current feminine hygiene wash products that you use? What is it? Could it be fulfilled by other type or brand of feminine hygiene wash? Why?
Occasion or moment in using the toiletries products – When do you use feminine hygiene product? Do you have any specific moments when using? And why is that? [MODERATOR to deep dive into the problems that teens face that makes the using feminine hygiene product]
Frequency in using product – How many times do you use feminine hygiene product a day? Why is that? Why not?
Expected benefit in using feminine hygiene wash. What benefit do you expect from using feminine hygiene wash? Why? Why not? How do you know this product is working?
