Focus group

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After several days of efforts, I have finally found the suitable focus group participants and are making an appointment with them for online interviews

Considering the situation of Covid-19, the focus group interview will be conducted online throughout the whole process, which not only realizes the discussion in different places, but also avoids the concerns of face-to-face interview.

Participants: 12 young Chinese women aged 18-30, 6 students , 6 professional women, evenly divided into two groups.

Interview guide

1) Do you think you are a feminist? Or are you interested in feminism and supporting gender equality?

2) Which femvertising ads of fashion brands have you seen? Through what channels？(if the number of femvertising ads the respondents have seen is not large, send some video ads through wechat group chat to give the respondents some time to watch)

3) In these advertisements, are there any impressed ones that you like better or unacceptable ones? Why？What kind of femvertising can most touch you?  What kind of female image in the advertisement you agree with most or pursue？

4) Would you like to increase good opinions on the brand because of the femvertising, or buy the brand’s products?