Brand $/$ Company $($as assigned by professor$)$

Tangerine Forward Banking

Industry, Company, and Target Market Segment Opportunity$/$Problem$/$Symptoms

Showcase at least one finding from each of the following Secondary Research Resources:

$-$ Statista

$-$ IBIS World

$-$ MarketLine

$-$ Environics

$-$ Simply Analytics

Research Objectives

$(2-3$ extra research objectives from the secondary research, based on leads from the case$)1.$

$2.$

$3.$

Research Methodology selected by Research Team

Exploratory, Descriptive or Causal? Why?

Part $1$B $-$ Moderator$$s Discussion Guide $(5\%$ of Final Grade$)$

$1.$ Use the Research Plan to guide the preparation of your Moderator$$s Guide

$2.$ Begin to prepare a Moderator$$s Guide with questions to be used in the focus groups.

$3.$ The Moderator$$s Guide should be for a focus group discussion of no more than $30$ minutes.

$4.$ You should have about $1015$ probing questions ready on your Moderator$$s Guide

$5.$ Write out your Moderator$$s Guide, to include the following items:

Welcome & Introduction

$($Thanks for attending, introduc$-$tions, team member roles as moderators and note$-$takers, company, confidentiality, pro$-$cess$)$

Background

$($Give background of topic and discussion, showcase findings from any secondary research or previous conversations$)$

Describe The Focus Group

$($What kind of focus group are you hosting? Idea generation, concept testing, phenomenology, ethnography, etc$)$

Ground Rules For The Focus Group $$

Opening Question $($Ice Breaker$)$

$($Start with broad category ques$-$tions. Relax participants, get them all talking and enjoying early$)$

Visual Board$($s$)$

$($Make note of any points, pur$-$pose, plans, or expectations for the visual board$($s$)$ introduction $$

Focus Group Activity

$($Make note of any points, pur$-$pose, plans, or expectations for any and all Focus Group Activities $$

More Specific probing questions

$($Not Yes$/$No questions. As required to achieve your group$$s objec$-$tives$)$

Closing Question

$($Even more specific to your idea$)$

Summary & Conclusion

$($Check in with Group Associates if there were any other questions missed, or want to learn more about. Then Thank everyone$)$

$$

VISUAL BOARD$($S$)$

$1.$ To be designed to understand appeal and feedback to better describe research objectives for the group.

$2.$ Suggest you layout your image$($s$)$ on PowerPoint or program similiar

$3.$ Include some of the following: company, product image, benefits, target consumers, other im$-$ages.

$4.$ Ensure visual board$($s$)$ large enough for $8-10$ respondents to see in a focus group or you can present your concept boards to the focus groups via PPT$.$