Discussion guides, those documents packed with detailed questions and sub-questions that can go on forever, are at the heart of many research crimes. As marketers we rely on research-derived insights to build our strategic and creative outputs, but our ideas are only as good as the research behind them. Bad discussion guides, the bad processes that create them, and the bad luck for a moderator who is told "ask every question exactly as written", set us up for failure from the start.
Research is a practice, and like any practice it can be learned and improved. If the discussion guide is the driver of a lot of bad IDI research, then there must be a better way. Join us to uncover what makes a discussion guide stink, why we shouldn't even call them discussion guides, and how with a few tricks you can create guides that actually facilitate better interviews and better insight generation.
