My name is _______, firstly I would like to thank you for your time to participate in this interview session. Before we start, I would like to share with you the aim of this interview. Mattel, one of the biggest toy company (who owns brand Barbie) is conducting a market research in order to understand about market’s experience towards their product and brand Barbie especially their attempt on Barbie house in Shanghai few years ago.
We also would like to inform you that all the information we gather today will be confidential. This interview will be approximately 30 - 60 minutes max.
Next step, we would like to gather your personal information. Can you tell us your name and your age and residence? Thank you for your cooperation.
Next, we would like to ask you about your experience with Barbie brand and the products including your opinions and expectations toward our store and product based on your experience.
Purpose of the interview
To learn and understand consumer’s expectation, opinion and mind set towards Barbie product within Chinese market.
Background information questions
Now we are going to ask you a few questions in regards to Barbie products, could you please answer and explain each question. (Remember there are no right or wrong answers to these questions).
How did you know Barbie products? / Who introduced to you to Barbie products?
How many years you have known Barbie products?
How often do you play with Barbie products?
What association do you have with ‘Barbie’ words?
Please list other products from Barbie you know other than their dolls?
Questions about Respondent’s experience with the Barbie product and Barbie House
Next we will ask you about your experience with Barbie products and the house of Barbie in Shanghai.
What was your first impression when you heard about the opening of Barbie House in Shanghai? Please explain.
What was your first impression when you were in the Barbie house?
Did you know that Barbie House offered other products other than the famous Barbie dolls? In your opinion, what did you think about their extended Barbie product range?
Would you buy their products? For examples, their fashion line for your kids, their spa treatment, and their food?
In your opinion, what makes consumers would like to buy or