IN-DEPTH INTERVIEW DISCUSSION GUIDE

OVERVIEW
A. Know the profile and psyche of target market
B. Understand consumer attitudes and perceptions on product categories and brands

INTRODUCTION
 Welcome greetings

 Introduction of agency

 Purpose and rules of discussion

 No wrong or right answers

 Encourage rapport and participation

 Moderator and respondent’ introduction/unique characteristics, say the age and other

demographic questions

UNDERSTANDING THE CONSUMER

Section Objective:
UNDERSTAND CONSUMER SOURCES OF INFORMATION ON HAIR, FACIAL AND SKIN CARE
PRODUCTS

 What type of shopper are you?

o What triggers impulse purchases?
o Are you loyal to what you are currently using? Are you open to try something
new?
 When it comes to beauty, skin, and personal care, are you experimental? Why or
why not?
 Where do you get news on what’s new about beauty, skin, and personal care
products?
o How do you usually come across it? Do you regularly check or is it by chance?

ON HAIR AND BODY CARE

Section objective:
LEARN MORE ABOUT THEIR HABITS AND ATTITIDE TOWARDS BODY SKIN & HAIR CARE

Can we talk about body skin and hair care?

 Is there a part of your body which you tend to spend more time and money one?
Face? Body skin? Hair? Please tell me a story to show me the effort you would
spend on this body part?

 Let’s start with body skin. If there were 2-3 words to describe your skin, what words
would you use? Why these words?
  What is ideal body skin to you? How far is your body skin to your ideal? Why?
 How do you choose products/brands to use for your skin?
 If your eyes can talk, what would it say about your product? Your fingers?
Your nose?
 What products/brands do you use and why these brands? How did you get to
know of this brands?
 If your eyes can talk, what would it say about your product? Your fingers?
Your nose?
 Let’s talk about your body soap in particular. If your eyes can talk, what
would it say about your product? Your fingers? Your nose?
 No brand is perfect, what if ever are minor flaws about your
products/brands?
 Btw, if your usual brand is not available, what would you substitute with?
Why this? What would you miss most about your regular brand?
 For bar soap users, why do you use bar and not liquid soap? For liquid soap,
why not use bar soaps?
 Where do you usually buy these products? Have you tried buying from an
eCommerce site or store? If not- are you open to online shopping?

 Let’s talk about your hair care. If there were 2-3 words to describe your hair, what
words would you use? Why these words?

 What is ideal hair to you? How far is your hair to your ideal? Why?
 How do you choose products/brands to use for your skin?
 What products/brands do you use and why these brands? How did you get to
know of this brands?
o Moderator to note if they are system users (same brand of shampoo
and conditioner) and why/why not?
 Let’s talk about your shampoo in particular. If your eyes can talk, what would
it say about your product? Your fingers? Your nose?
 No brand is perfect, what if ever are minor flaws about your
products/brands?
 Btw, if your usual brand is not available, what would you substitute with?
Why this? What would you miss most about your regular brand?
 Where do you usually buy these products? Have you tried buying from an
eCommerce site or store? If not- are you open to online shopping?

WRAP UP
 Is there anything else that you would like to say?
 Would you have any other comments?
 Thank respondents and end discussion.