SAMPLE DISCUSSION GUIDE FOR A BISCUIT BRAND-USER & COMPETITIVE BRAND USER

Introduction

· Who all are there in your family?

· What is your daily routine?

· High-point & low-point of the day

Media Habit

· Do you watch TV?

· When do you watch TV?

· How long do you watch TV?

· What are your favourite programmes?

· Why do you like these programmes?

· What channels do you watch?

· Do you buy newspaper?

· Do you read newspaper?

· Which newspaper do you read?

· What are the sections that you find interesting?

· Do you read any magazine?

· What are they?

· Do you listen to FM?

· What are the channels?

· Any favourite RJ?

Biscuits & Snacks Consumption pattern

· What are the packeted snacks you buy?

· What are the reasons for choosing each one of them?

· What are the different types of biscuit that you buy at home?

· Who all consume biscuit & how many pieces at a time?

· What are the different occasions of having biscuit in a day?

· How does the type of biscuit consumed depend on the occasion?

· Why do you think this particular biscuit is fit for this occasion?

· What are the situations/ reasons when you substitute it with another type of biscuit?

· Is biscuit always had with tea?

· Can any of the snack items you mentioned earlier be replaced with biscuit? If yes, why?

Pathways

· Do you remember the biscuit you used to have in your childhood?

· How did it change with time?

· What are the different reasons for trying out new biscuits?

· What are the different reasons for changing the brand of your biscuit?

· How long have you been having the current brand of your biscuit?

· How did you start buying this?

· What will happen in future?

Purchase Pattern

· Who purchases the biscuit?

· Where from do they purchase?

· What is the pack’s size?

· What is the buying cycle?

· What is the price?

· When is a pack of different size purchased? Why?

· What are the key parameters while making a decision?

· Is it pre-decided or is it a decision made on-spot?

· How do you get to know about new biscuits?

· Does the shopkeeper influence you/the person while making a purchase of biscuit?

Marie

· Which brand of Marie are you consuming currently?

· Who all eat Marie biscuit in your family?

· When did you start having this biscuit?

· When and how do you consume Marie biscuit? (Occasions/ with and without tea)

· Why do you think Marie biscuit fits into that occasion?

· What are the different brands of Marie biscuits available in the market?

· What will you miss if there’s no Marie biscuit?

Probe on the following parameter

1. Colour

2. Shape

3. Taste

4. Smell

5. Crispiness

6. Mouth feel

7. Aftertaste

· Score the current brand of Marie you use on a scale of 10 on the above mentioned parameters.

Pack

· Do you remember the pack of the Marie?

· What all do you remember?

· What is the colour?

· Do you remember any picture?

· What does the pack tell you?

Ad recall

· Do you watch ad?

· Which ads do you like?

· Which ads do you dislike?

· Do you remember any ad for biscuit?

· Do you remember any Marie biscuit ad?

· What does it tell you?