How to Create a Discussion Guide

What is a Discussion Guide in Market Research? A discussion guide is a structured set of prompts or questions used in interviews, focus groups, and other qualitative studies. It helps researchers stay aligned with the objective while keeping the session natural and productive. How to Structure a Discussion Guide This guide explains how to open with introductions and reassurance, move into general exploration, then transition into more detailed questions before closing with a summary. That structure helps respondents warm up before discussing more specific topics. Tips for Better Guides The article recommends focusing on the research objective, keeping wording simple, pre-testing the guide, starting from the big picture, and ensuring the flow feels logical from question to question. Example Outline An example discussion guide shows how to move from respondent background to category understanding, usage behavior, topic-specific exploration, and final wrap-up.