Focus Group Protocol

NAME	[YOUR NAME]
COMPANY NAME	[YOUR COMPANY NAME]
DEPARTMENT	Market Research Department
DATE	[Date]

I. Objectives

This focus group protocol aims to facilitate discussions among participants to gather insights on consumer preferences and attitudes toward organic food products. The findings will inform marketing strategies for a new line of organic food products.

II. Protocol Overview

This protocol outlines the guidelines and procedures for conducting focus group sessions aimed at achieving the stated objectives. It includes the agenda, methodology, and expectations for participants and facilitators.

III. Procedure

Procedure	Time (minutes)	Details
Introduction	15 minutes	Welcome and Introduction to the Focus Group Explanation of the Purpose and Goals Overview of Agenda and Ground Rules
Icebreaker Activity	20 minutes	Introduction of Participants: Name and brief background Icebreaker Question: "What motivated you to attend this focus group?"
Discussion Phase	60 minutes	Topic 1: Perceptions of Organic Food (20 minutes) What does 'organic' mean to you? How do you perceive the benefits of organic food? Topic 2: Buying Behavior (20 minutes) Factors influencing your decision to purchase organic food Frequency and locations of purchasing organic food Topic 3: Product Preferences (20 minutes) Types of organic food products preferred Preferences regarding packaging, pricing, and labeling
Break	10 minutes	Refreshments, Informal Interactions
In-depth Exploration	45 minutes	Further Discussion on Emerging Themes (e.g., concerns about affordability, trust in organic labels) Probing for Detailed Experiences and Opinions
Conclusion	20 minutes	Summary of Key Insights Expressing Gratitude to Participants Information on Next Steps and Follow-up Actions

IV. Data Collection

Audio recording of focus group sessions.
Note-taking by facilitators to capture key points and participant responses.
Transcription of recorded sessions for analysis.

V. Safety Considerations

Ensure the confidentiality of participants' responses.
Respect participants' opinions and foster a safe and non-judgmental environment.
Provide a comfortable and accessible venue for the focus group sessions.

VI. Expected Results

Comprehensive understanding of consumer perceptions and preferences towards organic food products.
Identification of key factors influencing purchasing decisions.
Insights to guide marketing strategies for the promotion of organic food items.

VII. Conclusion

This focus group protocol serves as a structured framework for conducting sessions aimed at gathering valuable insights from participants. By adhering to the outlined procedures and guidelines, we anticipate obtaining meaningful data to support informed decision-making regarding the marketing of organic food products.