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The document is a moderator guide for a focus group discussing cell phone experiences, led by Susan Berman from Impact Research. It outlines the session's background, rules for participation, and a series of questions aimed at gathering feedback on cell phone features, frustrations, and preferences. The session emphasizes open communication, confidentiality, and the importance of diverse viewpoints among participants.

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4 views3 pages

Assignment

The document is a moderator guide for a focus group discussing cell phone experiences, led by Susan Berman from Impact Research. It outlines the session's background, rules for participation, and a series of questions aimed at gathering feedback on cell phone features, frustrations, and preferences. The session emphasizes open communication, confidentiality, and the importance of diverse viewpoints among participants.

Uploaded by

Mỹ Duyên
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Moderator Guide

Focus Group UC Davis, Coursera

May 16, 2017

Mock, New, and Updated Cell Phone Features

(Have group get food and sit down in their seats.)

I. Background:

Welcome, and thank you for coming to our focus group discussion about cell phones today. I am
Susan Berman, my independent research firm Impact Research was hired to get your 1 feedback on the
cell phone experience. In the next hour or so, we will be talking about what you like and dislike about
your cell phone, and how your phone makes your life easier. This should be a fun and engaging
conversation.

●​ Note: Introduction smooth, friendly tone.


●​ Note: Setting expectations - “fun and engaging”

II. The Rules:

●​ There are no right or wrong answers.​

○​ Note: Good to emphasize this early


●​ Please feel free to express your honest thoughts and feelings.​

○​ Note: Reinforcing open communication


●​ We are here to collect diverse points of view. If you hear something you agree with,
please nod or raise your hand to show agreement rather than speaking out. It’s
important that everyone has a turn to speak, so we can hear all points of view.​

○​ Note: Mention of “diverse viewpoints” is important


○​ Note: Hand raise direction observed.
●​ Please silence your cell phones.​

○​ Note: Obvious, but important!


●​ We will be audio taping this session for analysis purposes.​

○​ Note: Standard procedure, clear disclosure.


●​ What you say here today will be confidential. I will be the only one who listens to the
tape. No one’s name will be associated with their comments in the final report. This is
true whether you speak to me or to the group.​

○​ Note: Strong emphasis on confidentiality - very important.


●​ This session will last for about an hour. We’re scheduled to end at 5:00. Please feel free
to eat and drink.​

○​ Note: Good time management expectations.

III. Introductions:

Let’s go around the table and introduce ourselves. Please tell us your name, major, and what kind of
cell phone you use.

●​ Note: Icebreaker, easy opening question, reveals tech familiarity.


●​ Note: Participants names and cell phone types noted here.

IV. Questions:

1.​ If you had to pick one word to describe your cell phone, what word would you choose?
Why?​

○​ Note: General opening question, gets participants thinking about phone feelings.
○​ Note: Many positive adjectives used.
○​ Theme: Cell phone as essential.
○​ Quote: "Indispensable" (Male).
2.​ When you imagine your ideal cell phone, what does it look like and what does it do?​

○​ Note: Imagining Ideal, open-ended


○​ Theme: Features and functionality.
○​ Sub-theme: Camera quality (multiple mentions).
○​ Sub-theme: Battery life (mention).
○​ Quote: "Better camera" (Female P1F).
3.​ What are the most frustrating things about your cell phone?​

○​ Note: Switching to negatives to draw out pain points


○​ Theme: Battery and storage issues.
○​ Theme: Bugs/software issues.
○​ Quote: "Storage full" (Female).
4.​ How often do you get a new cell phone? Why?​

○​ Note: Purchasing habits probe.


○​ Theme: Upgrading cycles vary greatly.
○​ Quote: "When it breaks" (Male).
○​ Note: Some participants went off topic about Apple verses Samsung here.
5.​ Let’s say you were shopping for a new cell phone. What are the most important things
you would consider?​

○​ Note: Simulating a shopping situation, key attributes


○​ Theme: Price is important, but not the only focus.
○​ Sub-theme: Camera and features mentioned again.
○​ Quote: “Price, but also performance” (Female).
6.​ How would you feel about a phone that had all new features that no other phone had
before?​

○​ Note: Probing for interest in Innovation/newness.


○​ Theme: Mixed feelings, risk versus reward.
○​ Quote: “Depends on the features” (Male).
7.​ What’s your favorite app? Why do you like it?​

○​ Note: Popularity/usage patterns.


○​ Theme: Social Media (Snapchat, Instagram) Popular.
○​ Quote: “Snapchat, keeps me connected” (Female).
8.​ If you could design a new feature for your cell phone, what would it be?​

○​ Note: Imaginative question, what’s missing?


○​ Theme: Privacy and security suggestions.
○​ Theme: Improved battery/efficiency.
○​ Quote: “Better spam filtering” (Male).
9.​ Do you think cell phones help or hurt relationships? Why?​

○​ Note: Social impact exploration.


○​ Theme: Dependence versus connection.
○​ Quote: “Both. Easier to stay in touch, but distracting” (Female).
10.​ Do you have anything else you would like to share with us today?​

○​ Note: Final opportunity, open the floor.

V. Wrap-up:

Thank you for your thoughts. Your opinions will help us to develop new and exciting products for
people just like yourselves!

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