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Focus Group Discussion Guide for Cellular Handsets

Focus Group Discussion Guide for Cellular Handsets. Process. Pre-Amble (5 mins) Intros & Warm-Up (3 mins) Cellular Environment (5 mins) Cellular Usage (10 mins) Past Handset Purchase (20 mins) Usage of Handset Features (10 mins) Desire Feature (3 mins)

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Focus Group Discussion Guide for Cellular Handsets

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  1. Focus Group Discussion Guide for Cellular Handsets

  2. Process • Pre-Amble (5 mins) • Intros & Warm-Up (3 mins) • Cellular Environment (5 mins) • Cellular Usage (10 mins) • Past Handset Purchase (20 mins) • Usage of Handset Features (10 mins) • Desire Feature (3 mins) • Motivations for Replacement (10 mins) • Triggers to Past Upgrade (10 mins) • Barriers to Past Upgrade (5 mins) • Triggers & Barriers to Future Upgrade (20 mins) • Closing Exercise (10 mins)

  3. Pre-Amble (5 mins) • Thanks and welcome • Nature of focus group (informal, multiway, expansive, all views, disagree) • May ask obvious questions-humor me (sometimes actually obvious, sometimes not ) • There are no right or wrong answers-all about finding out what people think • Audio & video recording • Colleagues viewing • Help self to refreshment • Going to be talking about cellular phone handsets

  4. Intros & Warm-Up (3 mins) Like to go round the room and have you introduce yourselves… • First name • Best thing about having a celular phone • Worst thing about having a cellular phone

  5. Cellular Environment (5 mins) • When you’re out and about, what do you take with you ? • Let’s start with the things you always take with you ? FLIPCHART • And what are the things you often take with you? FLIPCHART

  6. Cellular Usage (10 mins) • I’d like to understand a bit about you typically use your cellular phone… • Hoe many calls do you typically make or receive a week ? • What are some of the most common types of outgoing calls you make ? Briefly explore • What are the most common types of incoming calls you receive ? • If we were to take away your cellular phone from you, what difference would that make to your life ? Briefly explore

  7. Past Handset Purchase (20 mins) • Thinking now about your handset. I’d like to talk about two different things… • First, how you actually went about the process of choosing the handset and, second, any criteria you had for the handset itself… Past Handset Selection Process • So thinking first only about how you went about choosing your handset, not any features you wanted, how did you go about choosing one? EXPLORE PROCESS Past Handset Criteria • OK, so now tell me what you actually looked for in a handset?

  8. Usage of Handset Features (10 mins) • Thinking now about handset features. I‘d like to start by making a list of all the handset features you can think of-anything the handset can do, any settings you can change, etc. • We’ll talk in a minute about which features you actually use, but I want to start with a list of everything your handset could do. FLIPCHART • Which features have you ever used, even if only once ? FLIPCHART • Are there any settings you only changed once, but are really glad could change ? • Why? EXPLORE

  9. Desire Feature (3 mins) • Are there any features your handset doesn’t have but you wish that it did ? EXPLORE

  10. Motivations for Replacement (10 mins) • You’ve all been invited here because you’ve replaced your handset at least once… • What motivated you to replace your hand set ? EXPLORE • Was the hand set replacement tied to your switching or renewing your operator contract, i.e., contract with your wireless service provider ? • What do you think are some of the reasons that people would replace their handsets ? EXPLORE

  11. Triggers to Past Upgrade (10 mins) • You’ve all been invited here because you’ve upgrade your handset at least once… • What was it that made you want yo upgrade to a better handset? UNPROMPTED FIRST • What were ALL the factors involved in that decision ? • What was the single biggest reason ? EXPLORE

  12. Barriers to Past Upgrade (5 mins) • How long was it from the first time you ever considered upgrading, however briefly, until the time you actually went ahead and bought the new handset ? • What were all the reasons you didn’t do it immediately ? EXPLORE • What was the main reason for leaving it a while ? EXPLORE

  13. Triggers & Barriers to Future Upgrade (20 mins) • What about the future—when do you think you will next upgrade your handset ? EXPLORE • What would spur you to do that ? • Is there a killer feature that would have you upgrade immediately? EXPLORE How would you go about choosing your next handset? EXPLORE

  14. Closing Exercise (10 mins) • Finally, I’d like your creativity for a few minutes—to come up with ideas… • Don’t worry about whether it’s good idea or a bad idea. • The only word I’m going to ban is “free” ! • Supposing a handset manufacturer wanted to encourage you to upgrade tomorrow… • What would you do ? • Just call out anything at all that occurs to you—obvious, profound, serious, silly, whatever… EXPLORE & REFINE • Thank the respondent and close the session.

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