Content Type:

Glossary

Discussion Guide Definition

A written outline of topics to cover during a focus group discussion. See also moderator guide or topic guide.

A discussion guide is a structured, written outline or set of questions that researchers use to map interviews, focus groups and other qualitative research interactions. This outline directs researchers and respondents through their discussions, making sure all relevant topics are covered . That said, the guide permits flexibility within the conversation. The guide is valuable because it maintains consistency across interviews and allows for the collection of insights. Following the guide’s layout allows researchers to avoid bias, ensures that each interview or discussion is covered and that vital topics are not overlooked.

Who relies on a discussion guide?

Marketing researchers, analysts and professionals turn to discussion guides to make certain that interviews or focus groups are conducted uniformly and touch upon the same points. What’s more, they help marketing clients and leadership ensure their specific research objectives are achieved.

Why should I care about a discussion guide?

Discussion guides help keep researchers and interviewers on task in being organized, as well as ensure that they are asking relevant questions and working toward their research objectives. An effective discussion guide can result in more productive interviews and more accurate data collection.