Focus Group
Because the focus group in the preliminary study was not rigorous enough, the age and occupation of participants were not scattered enough, and the problem design was not detailed enough, so I found another 12 participants , and redesigned the questions.
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.
Information of respondents:
| Respondents | Age | Occupation |
| F1 | 19 | Student (Journalism) |
| F2 | 21 | Student (Economy) |
| F3 | 22 | Editor Assistant |
| F4 | 23 | Student (Literature) |
| F5 | 27 | HR |
| F6 | 28 | Writer |
| Respondents | Age | Occupation |
| F7 | 19 | Student (Advertising) |
| F8 | 22 | PR Intern |
| F9 | 23 | Student (Fashion Marketing) |
| F10 | 25 | Sales Associate |
| F11 | 30 | E-commerce Executive |
| F12 | 32 | Graphic Designer |
Interview guide:
| Main Questions | Explorative Questions |
| Attitudes towards feminism | Do you identify yourself as a feminist?Or are you interested in feminism and supporting gender equality? |
| Number of femvertising viewd | How many femvertising ads of fashion brands have you seen? Through what channels？send two representative ads through WeChat group chat to respondent and give them some time to watch |
| Commentary on individual cases | In these two representative ads and other feminism ads you’ve seen, are there any impressed ones that you like better or unacceptable ones? Why？What theme of femvertising can most touch you?What kind of woman image in the advertisement you agree with most or pursue？Can the narrative plot and structure in the ads attract you? |
| Commentary on current situation of femvertising | What’s your attitude towards the current trend of femvertising in fashion brands? Agree or question? Why?What narrative elements or theme do you want to see in future femvertising? |