Cosmetic Shop Discussion Guide

First of all, I would like to thank you all for coming here and spending some time with us… Let
me introduce myself and our company first…
• We are conducting Interviews like this regarding various topics to understand people’s
opinions and different views
• There are no right or wrong answers, we are interested in your opinion
• Be spontaneous and don’t hesitate to say anything that crosses your mind
• For research purposes we will be recording this group in audio and video
• Would like to ensure that it is completely confidential and the information to be
used completely anonymous for research purposes only

Introduction and Lifestyle:

➢ Let’s start with introducing yourself, can you tell me your name, age and what do you do?
➢ Typically how does your day start? What routine do you follow every day?
➢ What do you do in your free time? Weekdays vs weekend activities?
➢ What are the activities that you really like to do?
➢ What are the places that you like to go to?

Category deep dive:

Now we’re going to talk about Cosmetics :
➢ What comes to mind when I say Cosmetics …tell me the thoughts, feelings, moods that you
experience… (write the cosmetic types in the FLIP CHART)
➢ Tell me what Cosmetic type used most? (choose 3 from the FLIP CHART)
➢ Tell me what basic Cosmetic type used most? (Choose 1)

Brief understanding of brands:

➢ What are the various brands of Cosmetics (type 1) that you are aware of? LIST DOWN
BRANDS ON FLIP CHART.
From here onwards we will talk about only 3 brands… Let’s take the most commonly used
brands.
o What are its strengths that it would like to talk about?
o What are its weaknesses that it would like to hide?
o What makes it unique from other brands?

Repeat this for the 2 brands

Repeat this for the 2 cosmetics type chosen

Purchase process
➢ Are you the main decision maker when it comes to choosing the brand of Cosmetic type 1
to buy or is it someone else?
➢ While purchasing Cosmetic type 1, tell me what are all the things that you keep in mind
when choosing your brand? ALLOW SPONTANEOUS. NOTE FOR ALL THINGS THAT
INFLUENCE THE DECISION ON SPICES TO BE PURCHASED. ASK FOR
INFLUENCERS SUCH AS:
o Brand name – How does this influence?
o Quality – How does this influence?
o Past usage – how do this influence?
o Packaging: Have you ever purchased any Cosmetic type brand because of the pack? If yes,
what brand was it? What did you like about the pack?
o Family or friend role: How does this influence? Please give me examples of such occasions?
o Sizes, formats: Is there a particular size or form of Cosmetic type that you prefer to buy?
How does this influence you?
o Advertisements: Do you remember seeing any Cosmetic type advertisements? What
advertisements do you recall the most and why?
o Promotions: Does this matter for Cosmetic type ? Why? What kind of promotions attract
you the most? Why?
o Price: What role does price play? Why? Why not?
o Availability: How does this influence? What brands are most available and which ones are
not?
o Smell– How does this influence?
➢ How often do you purchase the Cosmetic type ?
➢ Where do you normally buy it from? Online , Cosmetic shop , beauty corner in supermarket
or pharmacy ? What makes you do so?

Repeat this for the 2 cosmetics type chosen

Media Habits
➢ That was very interesting. Moving on, we will now speak about how we interact with
media… What are the different media that you use or interact with throughout the day?
o When it comes to TV, what are your favorite channels? What are your favorite programs?
Why so?
o Do you read magazines? Which are your favorite magazines?
o Do you listen to the radio? Which channels do you prefer?
➢ Now let’s talk more about digital media and internet (on mobiles/ tablets/ computers) …
o What do people do on this platform? What are they looking for?
o What are the popular websites / blogs / forums among us? Do you visit any? Which ones?
o What are the popular apps? Which ones do you use?
o Are there any social media icons/ celebrities/ personalities/influencers that you know of or
follow? Who are they? What makes you follow them? What do you like about them?