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PQR, Mumbai

PJ Mehek Discussion Guide

Dec 2013

2013

DISCUSSION GUIDE
PJF MEHEK
Consumers DIs
Research Objective:

Understand how the Kolkata ( east) and the Delhi ( north) consumer are different in their lifestyle
Understand brand associations and values attached to Brand A among Brand A users
Understand brand perceptions of Brand A among lapsers and aware non-users

TG:

Female, SEC A/B, 25-40


PQR Mumbai
12/12/2013

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PQR, Mumbai

PJ Mehek Discussion Guide

Dec 2013

Married , with /without kids


Users & Decision makers of Tea
Min HH consumption of 250gms
Most often purchased SKU should be 250gms & above
User ship:
o Delhi:
BRAND A user, Lapser, Aware Non user of BRAND A
Lapser & Non User should be currently using BRAND B /Red
Label/Tajmahal
o Kolkata:
BRAND A user, Lapser, Aware Non user of BRAND A

Lapser & Non User should be currently using BRAND B/Loose tea Rs.220/kg &
above

Sectio
n
1
2
3

Flow of the DG
Understanding the Consumer
Understanding consumers interaction with tea category
Understanding consumer interaction with different brands in this
category
TOTAL

Duratio
n
20
40
40
100
mins

Note to moderator: All notes to you within the guide have been italicized.
Before starting the discussion, please check the following stimulus,sketch pens, chart paper ,, cue
cards etc.

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PQR, Mumbai

PJ Mehek Discussion Guide

Dec 2013

INTRODUCTION
Hello, I am __________ and I come from IMRB International, a Market research
company. For a study on tea, we are meeting lots of womenlike you to get a perspective on
the subject matter. Thank you for giving us an opportunity to meet you and get to know
more on this subject. This discussion will take about 1.5 hours.
The audio recording is for our internal analysis purposes as we are meeting several people
over a period of time and it becomes difficult to remember all that was said.
The data and information collected during the study will be used only by IMRB
International. This information will not be publicly shared, displayed or broadcasted. It will
be treated with utmost confidentiality and your privacy will be respected and safeguarded.
There is no right or wrong answer. We are interested in your opinion so it is Important to tell
us what you think your personal opinion will be respected.
SECTION 1: UNDERSTANDING THE CONSUMER 20 Minutes

Let us begin with getting to know each other. Could you please tell me youre your name

and a little about yourself? Your family, children, what does your husband do?
If you had to describe yourself as a person what would you say give me some

adjectives that describe you


how would your husband or your children describe you as? How would your friends
describe you as ?

Picture Exercise
Let us start a with a small exercise (Moderator to place the picture below in front of
herand follow the below line of questioning)
Picture for SEC A segment

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PQR, Mumbai

PJ Mehek Discussion Guide

Dec 2013

Picture for SEC B segment

Projection of the Family

I have placed a picture in front of you


o What is the first thing that comes to your mind? (Note: Moderator to allow
o
o
o
o
o
o
o

spontaneous response from the respondent)


Tell me a little bit about them? Who are they? What do they do?
Can you describe this family for me?
What is their family life like?
As a family, what are their dreams and aspirations?
What are their fears and anxieties?
Who do you relate to most in this picture? What makes you say so?
What are their dreams and aspirations?

Thoughts on her own family


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PQR, Mumbai

PJ Mehek Discussion Guide

Dec 2013

In which respect is this family like yours? And how is it different?


As a family, what are the things that are most important to you? What makes you say so?
(Note: Moderator to probe on parameters below)
o Your happiest moments vs. sad moments
o What are your dreams and aspirations?
o Worries and fears and anxieties
o What are your goals for your family? Is it different from the family in the picture?
(Moderator to probe on each differences)

Day Clock Exercise on Routine (Note: Moderator to make two charts One for
Weekday & One for weekend)
(Note: Moderator to not spend too much time on this exercise, this is just to
get an essence of different occasion she has in a day)
(Moderator to place a chart paper in front of the respondent and draw a clock on the chart
paper. Idea to understand it the routine of the respondent. Also, moderator to speak the
time into the audio recorder for analysis purpose)
Morning

Night

Afternoon

Evening
What is your daily routine like?
o What time do you wake up? What do you do?
o How about other members of the family? What are they doing?
o What is the mood at that time? How does every feel at that time?
o And thenand so on (Note: Moderator to probe on in sequence from the time
the respondent wakes to when she goes to sleep and probe on each activities in
that time. Please ensure that the time and activity are recorded on the chart
paper)

During the entire day,


o Which is the busiest time for you?
o When do you get time to relax?
o What is your mood during these 2 times?

How would this clock change for different seasons? What are the reasons behind the
change? What do you do?

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PQR, Mumbai

PJ Mehek Discussion Guide

Dec 2013

SECTION2: UNDERSTANDING CONSUMERS INTERACTION WITH TEA


CATEGORY - 40 Minutes
Mind Mapping Exercise

OK. Now we will play a simple game. Lets say I write this word on this chart paper.
(Moderator To Write The Word Movies On The Chart Paper) - Sample Mind Map
Below

PROFESSIONAL

INSPIRING

INNOVATIVE, NEW

INTERNATIONAL

DIFFERENT, NEW THEMES


HOLLYWOOD

CELEBRITIES

MOVIES

BOLLYWOOD

FAST PACED

EXCITING

DIFFERENT TYPES

SARKAR
I want you toACTION
say everything that comes to your mind when I say
thisR word.

TECHNOLOGY

DRAMA

DANCE, MUSIC

New & different topics recently

(Note: Moderator to Demonstrate the Mind Mapping Exercise to the Respondents)

Now we will conduct a similar exercise with a new word. So lets say I write the word
TEA on this chart paper.

Spontaneous Associations with the Mind Map

So now tell me. What is the first thing that comes to your mind when I say tea? (Note:
Moderator to allow as many spontaneous responses as possible and keep noting them
down on the flipchart and then start asking for each of the words)
o What does this mean? Any reason as to why this particular word came in to your
mind?
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PQR, Mumbai

PJ Mehek Discussion Guide

Dec 2013

o What kinds of feelings or memories does it evoke? What are the reasons behind it?
(Note: Moderator to pick each word and ladder it into understanding why that particular
word was chosen. Please try to understand the rational and emotional associations and
benefits for each of the words chosen and keep making a note of them on the chart paper)
Occasions of Usage
Okay, so now that we are talking about tea, why dont we see how it fits within
your schedule? Refer to the Day clock used earlier
Do Day Clock Exercise for Tea (Do it for both Weekdays & Weekends)
(Note:
o Moderator to use the day clock used earlier and to probe on involvement of Tea
during their daily routine.
o Also, moderator to enter the tea usage data in a different color/highlight data on
Tea in a different color)

Morning

Afternoon

Night

Evening

Tell me all the occasions here where you have tea, lets start with the morning
Can you give me a name for this occasion (Note: Moderator to cite a example by saying
For eg, they might name it MORNING TEA etc)
What is the tea like at this time? (Note: Moderator to probe on aspects mentioned below)
o Strength or Weak
o Composition (More milk or more water)
o Hot or Cold
o Any other
During this occasion, what happens? (Note: Moderator to probe on aspects mentioned
below)
o Who all are drinking teas during this time?
o Who is not drinking tea? What makes them do so?
o How much tea is consumed in those times? (Is it once or there are more repeats)
o What is the mood like?
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PQR, Mumbai

PJ Mehek Discussion Guide

Dec 2013

What is the role that tea plays here? What is kept in mind while preparing the tea?

Reasons?
What is the tea was not available during this occasion? How would you feel? What would

happen? What would you do?


How do you prepare tea for following occasions(Note: Moderator to prompt occasions
mentioned below and ask for reasons in each of them)
o Everyday vs. special
o Family vs. guests
o On my own vs. others
o Favorite occasions (Moderator to note the favorite occasion)

Perfect Cup of Tea

Now lets do an exercise. Please close your eyes and imaginePerfect cup of Tea. Now
open your eyes, I have here a series of pictures in front of youPick any 2 pictures
that is similar to what you have in mind when I said Perfect Cup of Tea (Note:
Moderator to place the pictures from Meta-Library in front of the respondent and ask
the following questions)
o What was the first thing that came to your mind when you picked up these
o

pictures? What is the reason behind it?


What are the kind of images, feelings, associations does this generate in your

mind?
Do you think these pictures depict Perfect Cup of tea what makes you say
so? Could you please elaborate a little more?

Note: Please ask the respondent to make a cup of tea that she thinks represents a perfect cup
of tea.

Now can you describe Perfect cup of tea on aspects like(Moderator to probe on

aspects mentioned below)


o Color
o Taste
o Throat feeling, when you drink the tea
o Aroma
o After taste
How would describe your emotions to be, when you are drinking this tea? (Probe on
the following)
o Relaxation
o Stimulant/Alert/Fresh
o Tension reliever
o Any other

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PQR, Mumbai

PJ Mehek Discussion Guide

Dec 2013

SECTION 3: UNDERSTANDING CONSUMER INTERACTION WITH


DIFFERENT BRANDS 40 mintues
Awareness about different brands

Which are all the brands of tea that you are aware of? (Note: Moderator to note down

the names of brand mentioned on cue cards) (Note: Even loose tea can be recorded)
Can you give me a short description for each of these brands like
o one good point and one bad point (Note: Moderator to go through of the cue
o

card one by one)


How do you perceive these brands? What does it stand for? Reasons behind the

belief?
(Note: Moderator to place all the cue cards in front of the respondents and ask) now I
have placed all the cue cards in front of you, please group these as per any thoughts you
would have in mind

Brand Consideration Set

(Note: Once the grouping is done, moderator to ask the following)


o What is this group all about?
o What makes this group special? Reasons?
o Can you give this group a name? What are the reasons for giving this name?
Now I have placed all the cue cards in front of you, lets group these as per following
(Note: Moderator to mention the aspects mentioned below for aiding the respondent in
grouping the cue cards)what are the reasons behind these groups?
o For family vs. for guests
o Expensive vs. Inexpensive
o High on aroma vs. low on aroma
o Strong vs.Mild
o Consider Buying (Inclusion set) Vs. Exclusion set (Note: Moderator
to keep this list as this will be used later in brand world)

Brand Trajectory (Brand usage pattern)

So now I want to understand your tea habits a little better


lets go through each phases of your different life stages (Note: Moderator to guide the
responded through different life stages mentioned below)
o As a child
o Teenager
o Before getting married
o After getting married, and moving to in laws
o Any other

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PQR, Mumbai

PJ Mehek Discussion Guide

Dec 2013

(Note: once the moderator has cleared the life stages she would have, probe on following
aspects)
o Which tea brand were you using at the time?
o What was the taste like? Who all drank it? Can you elaborate more on the
o
o

experience
(Note: Moderator to move to next life stage and ask)
Once your life style changedhow did the tea change? What was the reason for

change?
Did you like the change? How was the experience like? What was your mood like?

Likes & Dislikes? Reasons?


What did your mother in law use? How is different from what was before? How

has been the experience? Likes & dislikes? Reasons?


What are the reasons behind adopting this brand? Likes & Dislikes? Reasons?

Ideal Tea Brand

Now lets discuss about a tea brand that makes a perfect cup of tea
o What according to you is an Ideal tea brand?
o What is so good about that brand (Probe on below factors)
Strength
Aroma
Price
Color
Feeling on the throat
Mood

Spontaneous Association & Imagery with existing brand


Please note following are the products:

Brand A/Brand B/Brand C/Brand D/Brand E for Delhi


Brand A/Brand B/Loose Tea Rs.220/kg & above for Kolkata
When you see this brand what is the first thing that comes to your mind? (Note:
Moderator to allow any spontaneous response from the respondent)
o What are the reasons behind these thoughts? (Note: Moderator to probe on each
o

aspects individually)
How do you perceive these brands? What do they stand for? Reasons behind the
same?

Moderator to place the Product in front of the respondent and ask the following
questions

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PQR, Mumbai

PJ Mehek Discussion Guide

Dec 2013

(Note: Moderator to draw a distance map, at the center write the name of the Ideal Tea
brand and then ask the respondent to write the name of their tea brand, basis questions
mentioned below)
o How far do you think your current brand is basis the ideal tea brand that you
o

have mentioned?
What are the reasons for the placement? Could elaborate a bit more

User/Non User of the Brand- Imagery

Can you help me with the description of a person who would buy this brand? (Probe on

points below)
o Who would buy this brand?
o What would be her personality?
o What would she look like...
o What would she be wearing
o What colors she would like to wear
o Anything else
Can you help me with the description of a person who would not buy this brand? (Probe
on points below)
o Who wouldnt buy this brand?
o What would be her personality?
o What would she look like...
o What would she be wearing
o What colors she would like to wear
o Anything else

Reason for Lapse from BRAND A or non users of BRAND A (Only for
Lapser and non users)

Are you aware of Brand A? Have you used it before?


How was the experience like? How would you describe the experience with Brand A..in

terms of taste, color, aroma, strength etc?


Any reason as to why you stopped using Brand A? What are the reasons behind it?
UNDERSTANDING BRAND AIN DETAIL

(Note: Moderator to observe how the respondent reacts with the product and probe
accordingly, for example, if they strike a chord with the package, then ask the
packaging section first and then move on to others)
Product Section

What about this brand makes it desirable to drink Can you give me reason on more
aspects likeWhat are the benefits of each (Note: Moderator to probe on aspects below)
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PQR, Mumbai

PJ Mehek Discussion Guide

Dec 2013

o Color
o Taste/Flavor
o Throat feeling, when you drink the tea
o Aroma
o After taste
How do you feel when you are drinking this tea? Please elaborate a little more on these

benefits (Note: Moderator to probe on aspects below)


o Relaxation
o Stimulant/Alert/Fresh
o Tension reliever
o Indulgent
o Any other
What does it tell you about the brand? What kind of brand is this? Any adjective to

describe the brand? What are the reasons behind you feeling this way?
What are the various ways you would describe this brand? What are the values it

communicates to you?
What are the aspects you like and dislike in this brand? Reasons?
What are the different areas you think they can improve?

Price-Value Perception

How much do you spend on your tea now? Price paid for which pack size?
How much would this product be priced at - parity/ above/ lower vis--vis current

format? Reasons for the same?


So what does this tell you about the brand what kind of a brand is this? What does it
tell you about the brand? Is there anything about the price/value that makes you feel this

way
In terms of price, What are the different areas you think they can improve?

Packaging

Now just at a glancetell me what do you notice first? What about it caught your

attention?
What do these things tell you about the brand?
Lets try and put Brand A on the following parameters..tell me which of these packs

are :
o Premium vs. Not so Premium
o Exclusive vs. Not so Exclusive
o Unique vs. Not so Unique
o Youthful vs. Not Youthful
o Stylish vs. Not so Stylish
o Superior Quality vs. Not so Superior Quality
o Contemporary vs. Traditional
Key likes and dislikes
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PQR, Mumbai

PJ Mehek Discussion Guide

Dec 2013

Key message that the pack conveys about the brand


In terms of its packaging, what are the different areas you think they can improve?

Positioning & Communication


Note: Moderator to show the Brand A Ad, and then follow the questions
below

Tell me, what is shown in this ad?

What is the main message that is given in the ad? (Moderator To Understand Whether
The Main Message Is That Which Is Intended And Given By The Tagline)

Do you like the ad? What about it makes you say so?

What does it make you think/feel about the brand?

Can you remember any campaign for Brand A? (Moderator to check is X campaign is
registered)
o

What are the images which you remember from this ad?

What are the words which come to your mind when you think of the ad?
In terms of how it Brand A communicates with you, what are the different areas you
think they can improve?

Brand World
Lets say that you are going in a helicopter. You happen to look down and you see the world
of a particular brand (Note: Moderator to use the inclusion set cue card and do brand world
on each of them...)

What do you see down there?


What are the people like? (Age, occupation, clothes, etc.)
What colors
What landscapes, geographic structures, etc?
Music
Pictures
Overall feel and mood of the place

Is there anything in this discussion that you feel we have missed out? Please feel free to tell
me anything about all this we have just discussed. Any last thoughts
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PQR, Mumbai

PJ Mehek Discussion Guide

Dec 2013

THANK AND CLOSE

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