Consider the following scenario and make a note of your responses. We’ll discuss them on the next slide.

Market research is proposed to gain insight into the reaction to and understanding of a campaign around a value based proposition.

The research will be 4 focus groups with 10 specialist physicians in each group

90 minute interviews are proposed and it’s anticipated that around 50 mins will be spent reviewing the materials and 40 minutes discussing reactions

• What concerns might this raise?
• What do you need to look out for when reviewing the discussion guide and stimulus materials?