Discussion Guide
A Discussion Guide is a document that market researchers use to plan and structure interviews or focus groups. Think of it as a carefully planned conversation roadmap that helps researchers consistently gather information from different people. It's like a flexible script that lists the main topics, questions, and talking points to cover during research sessions. Unlike a rigid questionnaire, a Discussion Guide allows for natural conversation flow while ensuring all important topics are covered. Other common names for this tool include 'Interview Protocol', 'Moderator Guide', or 'Research Script'.
Examples in Resumes
Created Discussion Guide for in-depth interviews with healthcare professionals
Developed comprehensive Discussion Guides and Moderator Guides for focus groups
Led team in designing Interview Protocol and Discussion Guide for multi-country research study
Typical job title: "Market Research Moderators"
Also try searching for:
Where to Find Market Research Moderators
Professional Organizations
Online Communities
Job Boards
Example Interview Questions
Senior Level Questions
Q: How do you handle unexpected responses or sensitive topics during research sessions?
Expected Answer: Should discuss experience in adapting discussion guides on the fly, managing difficult conversations professionally, and maintaining research objectives while being sensitive to participants' comfort levels.
Q: How do you ensure a discussion guide will meet both client objectives and research needs?
Expected Answer: Should explain process of working with clients to understand business objectives, translating these into research questions, and creating engaging yet focused conversation flow.
Mid Level Questions
Q: What elements do you include in a discussion guide?
Expected Answer: Should mention introduction/warm-up sections, main topic areas, probing questions, timing allocations, and closing questions, while explaining why each is important.
Q: How do you adjust a discussion guide for different audiences?
Expected Answer: Should demonstrate understanding of how to modify language, examples, and approach based on whether speaking with consumers, professionals, or different cultural groups.
Junior Level Questions
Q: What's the difference between a discussion guide and a survey questionnaire?
Expected Answer: Should explain that discussion guides are flexible conversation frameworks allowing for follow-up questions and deeper exploration, while surveys are fixed question sets.
Q: How do you ensure you stay on time while using a discussion guide?
Expected Answer: Should discuss basic time management techniques, such as noting time allocations per section and having priority questions marked.
Experience Level Indicators
Junior (0-2 years)
- Basic discussion guide formatting
- Writing clear, open-ended questions
- Following established research protocols
- Note-taking during sessions
Mid (2-5 years)
- Creating comprehensive discussion guides
- Adapting guides for different audiences
- Managing timing effectively
- Incorporating client feedback
Senior (5+ years)
- Strategic research planning
- Complex multi-market guide development
- Training others in guide creation
- High-stakes stakeholder management
Red Flags to Watch For
- Unable to write clear, conversational questions
- No experience moderating research sessions
- Lack of active listening skills
- Poor time management in research sessions
- No understanding of research ethics
Related Terms
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