Discussion guide for cooking oil Study

Research Objective(s)

Whether there is opportunity in SPRO market if yes what PRODUCT concept……………….

Objective of Discussion points Expected

Quali Outcomes
Excercise

 Introduce yourself and explain the purpose of meeting [I am a

student in marketing area at IIM L, I studying cooking oil
Section1
consumption pattern] , [we are meeting to discuss about certain
Ice- breaking aspects of cooking oil consumption habit of your family and your To see if they
experience in relation with those. It will take around 10 mins ], describe
[Please feel free to express your opinion, there are no right or current
wrong answers, all your views and opinion will be used for cooking oil
To know
academic purpose and will be kept confidential.]. Meet the person consumption
about current
from the home who is taking cooking oil purchasing decision. experience
cooking oil
brand  Please tell me your good name, , Occupation, Age, House hold size,
experience number of cooking medium, cooking oil brand used, food
consumption pattern [note details]

 Are you satisfied with your current cooking oil brand? (If yes go to
next section 2 question)

 If not satisfied or looking for alternate brand then go to section 3

questions

Section2  Will you recommend current cooking oil BRAND to your friends,
relatives etc.? If yes proceed further and ask following questions:
Benefits Current
associated  Projective: What are the most important things, about this cooking cooking oil
with current oil brand, that you will tell your friends over tea and why? consumption
brand experience of
 You said this hotel being “Healthy” [or use the similar word satisfied
(For Satisfied respondent used], what makes you think your cooking oil brand consumers
consumers) healthy? and
If your friends ask you further- how this cookig oil is different from associated
any other cooking oil brands available. How will you describe.
benifit
[Probe which they missed:- helth benifit, test befit, digestion benefits…
see Q-4 of IPL case)
Section3  Suppose you invited on a popular cook reality show and host of the The gap
show asks you [What is your definition of an ideal cooking oil brand?] between ideal
For cooking oil
Dissatisfied  [ Probe for benefits associated with ideal cooking oil for your home and recently
/Variety and society in general] available
seeking
 Out of all those benefits you mentioned, what according to you are cooking oil
consumers
brand that
the CRITICAL or CORE or must haves (without which you can’t call
dissatisfied
it ideal cooking oil), IMPORTANT (needed to differentiate a best
consumers
cooking oil brand from available brands), UNIMPORTANT but
Ideal cooking notice. This
Good to Have (Does not make much of a difference)
oil brand will form input
 Tell us the cooking oil brands you are aware of… for need gap
assessment
 Let us take these brands and put them on a grid… and new
A B cooking oil
brand concept
Ideal Brand Worst Brand
development.

C D

Best Available brands Somewhat similar to worst brand

 How would you categories your current cooking oil brand?

o [Give options: close to ideal or best available or worst?

 How will you group available cooking oil medium/ brands into
different sets? On what basis you did this grouping…. [Probe: - Is
there any other way to group these oil brands?

o (Such as healthy--- not healthy etc]

 How would you describe your current cooking oil brand on above
grid? [Wait…. Let them speak] … Give few words that, according to
you, describe current cooking oil (Best vrs worst)

o [Observe: - if they speak about benefits)

[Do World View and Open Template Exercise given below]
 Qualitative Research (Important Exercise)
World View

Imagine a world of ‘Cooking oil’, what all things would be there?

WORLD OF IDEAL COOKING OIL

1.

2.

3.

4.

5.

6.

7.

Sentence Completion:

When I think of a digital bank outlet/kiosk, I think of………………………..

The best thing about ideal cooking oil is……………………

Imagery

Make a list of things that are there in/ are associated with the following two:

Your Current cooking oil brand/Available Your IDEAL cooking oil

cooking oil brand
1.
1.
2.
2.
3.
3.
4.
4.
5.
5.
6.
6.
7.
7.

Based on your experiences, make a list of gaps between ideal and current cooking oil brand benefits

Important gap between ideal Interpretation

and current available cooking
oil brand

Relate these gaps with identified profile who finds such gap and generate your hypotheses
addressing research objective(s). Open template exercise given below will provide more detail
description about users of ideal cooking oil brand
The Open Template Exercise for user imagery

Methodology: Each respondent receives a blank ―Open Template and is asked to fill in the template
with what he/she is thinking, saying, and feeling about the concept(product concept) and potential
users/non users (Demographics, food consumption and cooking related habit) of ideal cooking oil as
described by consumer.

Situation: Fill the following open template; one for the user of a ideal cooking oil and other for non user.

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 W
ho
is
he
/s
he
?

What is the
cooking
related
consumption
pattern?

Best of Luck!