Appendix 1: Form for Observers’ Notes at Focus Groups FOCUS GROUP DATA CAPTURE PRO-FORMA Study Title: Date: Moderator Name: Pro-forma Completed by: Group Detail: No. Participants: Start Time: End Time: Participant Demographics: enter column headings as appropriate Gender/Age Job Participants’ Positions: Draw diagram of table and note participant seating positions. 237 238 APPENDIX 1 Discussion Question 1 Data/Quotes/Observations (Note down relevant quotes and enter time in right hand Time column) Discussion Question 2 Data/Quote/Observations (Note down relevant quotes and enter time in right hand Time column) Discussion Question 3 Data/Quotes/Observations (Note down relevant quotes and enter time in right hand Time column) Additional Comments and Reflections Consider comments on strongest individual opinion and group dynamics. Appendix 2: Field Notes Form for Ethnographic Market Research (See Chapter 4) Field Notes made by……………. Research Project: Case: # Location / Date: Actors: Field Observations: • • • • • • • • • Initial Reflections • • • Remember! • Notes should cover: space; actor(s); activities; object(s) and physical traces; events; time sequences; goals; feelings; and explanatory variables. 239 240 Date: Purpose: Interviewee: Tape: Interviewer: Start: Finish: Order of personal elements: 5; 1; 6; 4; 3; 2 Stars in grid indicate the triads CONSTRUCTS Elements Elements Elements Elements Elements Elements POLE (See Chapter6) Grid forSixElements Appendix 3:Repertory 1 2 3 4 5 6 1 *** 2 *** 3 *** 4 *** 5 ** * 6 *** 7 ** * 8 ** * 9 *** 10 *** 11 *** 12 *** Date: Purpose: Interviewee: Interviewer: Start: Finish: Order of personal elements: 5; 1; 8; 6; 9; 10; 4; 7; 3; 2 Stars indicate the triads CONSTRUCTS Element Element Element Element Element Element Element Element Element Element POLES 1 2 3 4 5 6 7 8 9 10 (See Chapter6) Grid forTenElements Appendix 4:Repertory 1 *** 2 *** 3 ** 4 ** * 5 ** * 6 ** * 7 ** * 8 *** 9 ** * 10 *** 11 241 12 REFERENCES AND NOTES 1 INTRODUCTION TO CUSTOMERS’ HIDDEN NEEDS 1. 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