What is a topic guide?
- Content Type:
- Glossary
Topic guide Definition
A written outline of topics to cover during a focus group discussion. See also moderator guide or discussion guide.
A topic guide in market research is a structured framework used to facilitate qualitative research interviews, focus groups or discussions. It outlines key topics, questions and prompts that researchers follow to ensure consistency, thoroughness and relevance during interactions with participants. A topic guide acts as a roadmap, keeping the conversation aligned with the research objectives while allowing flexibility for natural discussions.
How does a topic guide work in market research?
A topic guide typically includes and introduction, a brief outline of the research objectives and the session's purpose; key topics, major areas or themes to be explored during the session; questions and prompts, open-ended questions and follow-up prompts designed to encourage detailed responses; probes, specific areas for deeper exploration if participants provide relevant information; and conclusion, wrap-up questions to summarize findings and gather additional thoughts.
Key aspects of a topic guide:
- Ensures consistency across sessions or interviews.
- Helps researchers stay focused while allowing for exploratory conversations.
- Serves as a checklist to ensure all critical topics are addressed.
Why is a topic guide important in market research?
Topic guides are essential for maintaining the quality and focus of qualitative research. They ensure that all relevant topics are covered while allowing researchers to explore participants' spontaneous insights. This balance between structure and flexibility helps produce rich, meaningful data that aligns with the study's goals. Topic guides enhance the consistency and thoroughness of qualitative research, ensure alignment with research objectives while allowing for in-depth exploration and facilitate the collection of high-quality, actionable insights.
Who relies on topic guides?
Topic guides are used by market researchers, to structure qualitative interviews and discussions; focus group moderators, to keep sessions organized and aligned with objectives; qualitative analysts, to ensure all necessary topics are explored for comprehensive insights; and businesses, to gather customer feedback and understand market trends effectively.