Writing a Discussion Guide for Research
A discussion guide is a structured document or outline that serves as a roadmap for conducting qualitative research interviews or focus group discussions. It provides questions, prompts, and topics to guide the conversation and meet the research objectives.
Why is a discussion guide important when conducting qualitative research such as interviews?
The purpose of a discussion guide is to provide structure, consistency, and direction during the research interview. It helps ensure that all relevant topics are covered, allows for meaningful comparisons across participants, enables the researcher to gather valuable insights to inform decision-making, and keeps all stakeholders aligned with the research plan.
Preparing a discussion guide enables adequate preparation for the interview and is a supplement to the marketing research plan. This preparation equips the researcher with the knowledge and confidence to engage effectively with participants, probe deeper, and extract richer insights.
Having a guide also helps with time management. By having a pre-planned set of questions, the researcher can gauge the pace of the conversation and ensure that all relevant questions are addressed within the allocated time.
Use this guide as a reference document for all parties involved in the research process to ensure everyone understands the interview objectives, research focus, and desired outcomes. This alignment enhances collaboration, decision-making, and the overall effectiveness of the research project.
While the discussion guide provides a framework, it should also allow for flexibility and adaptation to the dynamics of the interview. Skilled interviewers can use the guide as a reference while maintaining a conversational tone and adapting the flow of the conversation based on participants' responses.
Here is information to include when writing a discussion guide for you next research project.
Introduction and Warm-up
Greet the participant and introduce yourself and your organization.
Explain the purpose and importance of the research.
Establish rapport and create a comfortable environment for the discussion.
Participant Background
Collect demographic information (age, gender, occupation, etc.) to understand your target audience. If you went through a screening process to get this information, you will not need to ask this again during the interview.
Ask about their experience or familiarity with the product, service, or industry being studied.
Objectives and Expectations
Clearly state the research objectives to align the participant's understanding with the purpose of the interview.
Discuss the participant's expectation and goals for the discussion. If this information was part of the screening process, you may want to just restate it and have them add to it or change if there is anything different.
Ethical Considerations
Discuss any ethical considerations, such as data confidentiality and participant anonymity.
Obtain informed consent from participants to use their responses for research purposes.
Open-Ended Questions
Prepare a series of open-ended questions that encourage participants to share their thoughts, opinions, and experiences related to the topic.
Focus on understanding their needs, preferences, motivations, and pain points.
Allow for follow-up questions to delve deeper into specific areas of interest.
Key Areas of Inquiry
Identify the specific topics or themes you want to explore during the discussion.
Develop questions that address each area, ensuring they are clear, concise, and unbiased.
Arrange questions in a logical sequence to maintain flow and facilitate understanding.
Probing and Clarification
Prepare probes to encourage participants to provide more detailed and specific responses.
Use techniques such as "Can you elaborate on that?" or "Can you give an example?" to gain deeper insights.
Ask for clarification if any responses are unclear or ambiguous.
Visual Aids
If applicable, consider incorporating visual aids like product prototypes, advertisements, or concept designs to elicit more detailed feedback.
Share or display these stimuli during the interview to gather participants' reactions and opinions.
Closing and Next Steps
Summarize the key points discussed during the interview.
Ask if there's anything else the participant would like to share.
Thank the participant for their time and contribution.
Inform them about the next steps, such as how the data will be analyzed and how they expect to receive any incentives or follow-up communication.
Remember, the discussion guide should be flexible enough to allow for organic conversation while ensuring that all relevant topics are covered. Adapt the guide as needed to suit your research goals and target audience.
