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Breeze – Appendix I – Focus Group Analysis
Focus group interviews were commissioned to qualitatively collect information from consumers regarding how they evaluate and select footwear. The focus groups were conducted on site at Bond University. Potential respondents were identified from the university directory and each respondent was called and recruited to participate. The moderator’s guide for the focus groups was developed around three major themes: (1) the features or benefits consumers desire when purchasing footwear; (2) the “negatives” involved with purchasing and/or using footwear; and (3) the respondent’s “wish list” for footwear (i.e., those features or benefits they would like their footwear to have).
The focus group protocols were analyzed and the Table that follows outlines the comments made by and discussion between respondents within each theme.
|Features & Benefits Desired||Negatives||Wish List|
Gets Dirty Easy
Air Holes crack
Materials Rip and Fail
Can Regulate Temperature
Get Sole Conforms to foot