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 Projective: What are the most important things, about this cooking Current
associated oil brand, that you will tell your friends over tea and why? cooking oil
with current consumption
brand You said this hotel being Healthy [or use the similar word experience of
respondent used], what makes you think your cooking oil brand satisfied
(For Satisfied healthy? consumers
consumers) and associated
If your friends ask you further- how this hotel is different from any
benifit
other cooking oil brands available. How will you describe.

[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 and
Dissatisfied [Probe for benefits associated with ideal cooking oil for your home recently
/Variety and society in general] available
seeking cooking oil
consumers Out of all those benefits you mentioned, what according to you are
brand that
the CRITICAL or CORE or must haves (without which you cant call
dissatisfied
it ideal cooking oil), IMPORTANT (needed to differentiate a best
consumers
cooking oil brand from available brands), UNIMPORTANT but Good
Ideal cooking notice. This
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
Ideal Brand Worst Brand brand concept
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

Se 1.
nte
nc 2.
e
3.

4.

5.

6.

7.

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.

Who is he/she? Who is he/she?

What is the cooking

related consumption
pattern?
What is the cooking
related consumption
pattern?
USER: IDEAL COOKING NON-USER: IDEAL COOKING
OIL BRAND OIL BRAND

Best of Luck!