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Flexible Scheduling - Wal Mart

In: Business and Management

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QUALITATIVE RESEARCH

Chai Latte
(PR#:09/0750/01)

Transcript

|Type |: |Group |
|Number |: |3 |
|Gender |: |8 Males |
|Nationality |: |Saudi |
|Category |: | |
|Location |: |Jeddah |
|Moderator |: |Mohammad |
|Date |: |19/7/2010 |
|Transcriber |: |Aya Ali Salem |

INTRODUCTION

|M. |Please introduce yourself to the group. Please tell us your name, age, your profession and your hobbies. |
| | |
|M. |Speaking of advertising, can you give me some examples of beverages ads you really like? What do you like about this? |
| | |
|M. |Which beverage ads do you recall as bad? What makes these examples of bad ads? |
| | |
|M. |Do you recall any tea ads? Give me a few examples. What did you like / dislike about each. |
| | |
| | |
|First Concept |There are some things that are delicious alone, but once you collected with other things that give you a load of |
| |activity. Lipton Chai Latte...blend which makes you move. |
| | |
|M. |What do you think about this idea? What came to your mind when you first saw the concept? |
| | |
|M. |Overall, do you like or dislike this story? How come? |
| | |
|M. |Is there anything you dislike / like less? How come? |
| | |
|M. |How did it make you feel? What words/phrases would you use? |
| | |
|M. |I have this thermometer with me that measure the heartbeat- depending on how much you enjoyed the ad? So if zero is |
| |minimum and 100 is maximum, where would the heartbeat stop on this meter, for the ad you just saw? |
| |Why this specific point on the thermometer? What in the ad you liked to give it such a rating |
| | |
|M. |How did your feelings change through this story from the beginning to the end? |
| | |
|M. |Do you think on certain occasions? |
| | |
|M. |Does the story remind you of something specific? |
| | |
|M. |What is the main message here? What are they trying to tell you? What else? |
| | |
|M. |Imagine you tell a friend about this idea, how would you tell the story? What is this story about? |
| | |
|M. |Is the story easy to understand? What makes you say so? |
| | |
|M. |If you had to summarize this story a few words, what would you say? |
| | |
|M. |What do you think is the underlying message of this story? What in the story is making you feel this way? |
| | |
|M. |What is the meaning of “A load of activity”? |
| | |
|M. |Have you seen a similar idea somewhere else? Where was it? So do you find this idea as rather new / unique or rather |
| |common / heard before? How come? |
| | |
|M. |Is this idea credible? Why? Why not? |
| | |
|M. |What part that makes this credible / not credible? Why? Which elements? |
| | |
|M. |What role does Lipton Chai Latte play in this ad? How do we see this? |
| | |
|M. |What does this concept tell you about the brand? |
| | |
|M. |After seeing / hearing this, did your interest in drinking Lipton Chai Latte change in any way? How? How come? |
| | |
|M. |What is the similarity between the guitarist, drummer, drum toy and Lipton Chai Latte? |
| | |
|M. |Does this ad manage to hold your attention or not? How come? |
| | |
|M. |Do you find it interesting or not? Why? |
| | |
|M. |What do you feel about the situation shown in this story? Describe your feeling in a few words. Could you imagine |
| |yourself in this story? Why/ why not? |
| | |
|M. |Do similar kinds of situations ever occur in your life? Can you give me an example of a similar situation in your life? |
| |What did actually happen? |
| | |
|M. |What kind of person would like this story? What is their personality / characteristics like? What is important for them? |
| |What makes them like the ad? |
| | |
|Second Concept |You pass through some times during the lecture where you feel bored, tired, the desire to sleep and lack of focus like |
| |you have lost all your energy. This is the time when you need to take a break, re-charge your mind and your body to be |
| |able to continue your day and enjoy the time with your friends. Lipton Chai Latte recharges your mind and your body to |
| |enjoy the break with your friends and to be able to continue your day. |
| | |
|M. |What do you think about this idea? What came to your mind when you first saw the concept? |
| | |
|M. |Overall, do you like or dislike this story? How come? |
| | |
|M. |What are all the things that you like about it? What makes you say so? |
| | |
|M. |Is there anything you dislike / like less? How come? |
| | |
|M. |How did it make you feel? What words/phrases would you use? |
| | |
|M. |I have this thermometer with me that measure the heartbeat- depending on how much you enjoyed the ad? So if zero is |
| |minimum and 100 is maximum, where would the heartbeat stop on this meter, for the ad you just saw? |
| |Why this specific point on the thermometer? What in the ad you liked to give it such a rating |
| | |
|M. |How did your feelings change through this story from the beginning to the end? |
| | |
|M. |Do you think on certain occasions? |
| | |
|M. |Does the story remind you of something specific? |
| | |
|M. |What is the main message here? What are they trying to tell you? What else? |
| | |
|M. |Imagine you tell a friend about this idea, how would you tell the story? What is this story about? |
| | |
|M. |Is the story easy to understand? What makes you say so? |
| | |
|M. |If you had to summarize this story a few words, what would you say? |
| | |
|M. |What do you think is the underlying message of this story? What in the story is making you feel this way? |
| | |
|M. |What is the main phrase in this concept? |
| | |
|M. |What is the meaning of “Re-charge your mind and your body”? |
| | |
|M. |Have you seen a similar idea somewhere else? Where was it? So do you find this idea as rather new / unique or rather |
| |common / heard before? How come? |
| | |
|M. |Is this idea credible? Why? Why not? |
| | |
|M. |What makes this part credible / not credible? Why? Which elements? |
| | |
|M. |What role does Lipton Chai Latte play in this ad? How do we see this? |
| | |
|M. |What does this concept tell you about the brand? |
| | |
|M. |After seeing / hearing this, did your interest in drinking Lipton Chai Latte change in any way? How? How come? |
| | |
|M. |Does this ad manage to hold your attention or not? How come? |
| | |
|M. |Do you find it interesting or not? Why? |
| | |
|M. |What do you feel about the situation shown in this story? Describe your feeling in a few words. Could you imagine |
| |yourself in this story? Why/ why not? |
| | |
|M. |Do similar kinds of situations ever occur in your life? Can you give me an example of a similar situation in your life? |
| |What did actually happen? |
| | |
|M. |What kind of person would like this story? What is their personality / characteristics like? What is important for them? |
| |What makes them like the ad? |
| | |
|M. |After seeing this ad, did your interest in drinking Lipton Chai Latte change in any way? How come? Why is that? |
| | |
|M. |(If yes): would this be in addition to your current tea, or would it maybe replace some of your current tea? What could |
| |this tea replace which of the products you consume currently? |
| | |
|M. |What kinds of beverages do you drink? |
| | |
|M. |How often do you drink Lipton Chai Latte? |
| | |
|M. |What is the ideal atmosphere for every one of you to drink tea? |
| | |
|M. |How would you describe the idea we saw in three words – don’t give me answers like ‘nice’, ‘interesting’ ‘okay’, I want |
| |words that would describe this story accurately. |
| | |
|M. |What changes / improvements need to be made in the story to make it more appealing? |
| | |
|M. |Do all three stories say the same thing about Chai Latte? What are the differences in what the different stories are |
| |saying? |
| | |
|M. |Which of these 2 stories (short video + concept) did you like best? How come? |
| | |
|M. |Did you like any one of these stories more than the others? If yes which one do you like better? What makes this ad |
| |better than the other ones? |
| | |
|M. |Which story according to you is easier to understand? Why? |
| | |
|M. |Which story according to you is more interesting? Why? |
| | |
|M. |What is the role of Chai Latte in these stories? If you were to complete the sentence… “Because of Chai Latte |
| | |
|M. |Which do you think your friends will see and discuss more about? |
| | |
|M. |Which of those two stories convey the message of mental recharge/boost more? Why would you say so? What specific elements|
| |indicate to this? |
| | |
|M. |Imagine you land up in 2 planets which are called ‘‘Idea 1’’ and “idea 2”… how would it feel like to be there? What kind |
| |of place would this be? |
| | |
|M. |What kind of people would be there… how would they be to look at or talk to? |
| | |
|M. |What kind of activities would people be doing in each? |
| | |
|M. |What do you think their motto in life is? What do they believe in? |
| | |
|M. |What would be the mood of each of these places? |
| | |
|M. |How would you feel being in this place… what would be the best part of this experience? |
| | |…...

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