We’ve put 1 designer as the lead moderator and 1 designer as an assistant moderator to write down the main topics of discussion as well as quotes and insights. We’ve also recorded the session to preserve every detail of the process.
Phases:
Goal definition: Understand the relationship between public and Formula 1, plus any insights during the session.
Group characteristics: Men, 20 to 35 years old, A and B social status.
Definition of topics and questionnaire:
Themes – relationship with Formula 1, interests in it, memories of it,
Semi-structured questionnaire with simple questions only to drive discussion
“What’s your relationship with Formula 1?”
“Do you feel any difference with this relationship in the past and now?”
“What excites you about F1?”
“What makes you interested in F1?”
“What do you like to know and see?”
“Do you have any desire in F1?”
Data analysis:
Content analysis with comparison of interviewers’ answers.