Case Study
Focused Group Discussion for Hero Motocorp and Wildstone
Duration
6 Weeks
Context
Conducted focus group discussions for Hero MotoCorp and Wildstone to understand user behavior, brand perception, and product experience across target segments.
My Role
Lead Moderator for multiple sessions (6–10 participants each).
Adhered to Discussion Guides and facilitated unbiased conversations.
My Approach to facilitate unbiased conversations
Customer Introduction Questions:
I think of it as a “First Date” where in we size each other. To make them comfortable, I share a bit about myself, and then I see them opening up about themselves.
Customer Introduction Questions:
I think of it as a “First Date” where in we size each other. To make them comfortable, I share a bit about myself, and then I see them opening up about themselves.
Topic Specific Questions:
Thereafter, I start understanding the landscape of the category we were studying about.
Example: For wildstone, it was “relationship in GenZs vs millenials”.
Topic Specific Questions:
Thereafter, I start understanding the landscape of the category we were studying about.
Example: For wildstone, it was “relationship in GenZs vs millenials”.
Opportunity Questions:
In usability-style research for Hero Maverick, we showed the prototype to Royal Enfield owners and probed what they think, feel, say, and do while interacting with it — uncovering perception gaps and opportunity areas.
Opportunity Questions:
In usability-style research for Hero Maverick, we showed the prototype to Royal Enfield owners and probed what they think, feel, say, and do while interacting with it — uncovering perception gaps and opportunity areas.
Product Reaction Question
Conducted a think-aloud exercise with users viewing past Wildstone ads, capturing spontaneous reactions to identify what they related to vs. disconnected from.
Product Reaction Question
Conducted a think-aloud exercise with users viewing past Wildstone ads, capturing spontaneous reactions to identify what they related to vs. disconnected from.
Impact
Discovered how Hero and the Hero Maverick were perceived among Royal Enfield, Triumph, and Hero riders, revealing key brand positioning insights.
Led an engaging discussion with a challenging cohort of men in their 20s to explore themes of relationships for future Wildstone ads — the session’s depth and comfort-building earned me two more moderating projects.
Skills Demonstrated
🧠 User Interviewing & Moderation
📊 Insight Synthesis
🎯 Stakeholder Alignment
🔍 Translating Research → Design Decisions
Contact Me
+91 8444 86 85 95
rahul.ag399@gmail.com
