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Moderator Training: Focus Groups and IDIs

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This limited enrollment, intensive 4-day workshop is designed to train you to become a focus group moderator. Specifically, you will learn: How to communicate with your 'clients' to understand the decisions they want to make and how to turn that information into a qualitative research study; The core skills used to design and moderate focus groups and how to apply those skills through a series of interactive workshops, including the opportunity to moderate a live focus group; How to ask questions that will elicit the best quality responses and go beyond the top of mind answers to search for the truth behind what people say and do; Tips and tricks on how to handle dominant respondents and bring out the quiet and shy participants to make each interview or focus group as efficient and effective as possible without introducing bias into the session; How to handle the mechanics associated with obtaining facilities, recruiting respondents and working with clients behind the one way mirror; Report writing tips on how to take the findings from your research and turn them into actionable information in a storytelling format. Four days. Fee per person: $3475.

Provider:

Burke Institute

Topic(s):

Customer Service & Sales > Marketing

Who Should Attend?

Marketing managers, marketing researchers

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What You Will Learn

This limited enrollment, intensive 4-day workshop is designed to train you to become a focus group moderator. Specifically, you will learn:

• How to communicate with your “clients” to understand the decisions they want to make and how to turn that information into a qualitative research study.
• The core skills used to design and moderate focus groups and how to apply those skills through a series of interactive workshops, including the opportunity to moderate a live focus group.
• How to ask questions that will elicit the best quality responses and go beyond the top of mind answers to search for the truth behind what people say and do.
• Tips and tricks on how to handle dominant respondents and bring out the quiet and shy participants to make each interview or focus group as efficient and effective as possible without introducing bias into the session.
• How to handle the mechanics associated with obtaining facilities, recruiting respondents and working with clients behind the one way mirror.
• Report writing tips on how to take the findings from your research and turn them into actionable information in a storytelling format.

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COURSE OUTLINE AND SCHEDULE

First Day

8:30 - 8:45 Introduction

8:45 - 10:30 SESSION 1 – THE BASICS

• How does qualitative research fit into the overall research scheme and how can it be used most effectively
• Determine which qualitative research techniques are most effective for your project including pointers for using in-depth interviews, ideation sessions and other qualitative techniques

10:30 - 10:45 Break

10:45 - 12:15 SESSION 2 - HOW TO DESIGN A QUALITATIVE RESEARCH PROJECT

• Pointers on determining how many groups, which respondents to invite, which cities to select and the appropriate moderator
• How to create and use an inference ladder to design qualitative projects
• Typical costs and fees

12:15 - 1:30 Lunch Break

1:30 - 3:30 SESSION 3 - DISCUSSION GUIDE DEVELOPMENT

• How to create a discussion guide
• Sequencing of topics and questions
• What should and shouldn’t be included in a guide
• The inverted pyramid approach
• The four main stages of a discussion guide
• Sample discussion guides

3:30 - 3:45 Break

3:45 - 5:00 SESSION 4 - HOW TO CREATE A DISCUSSION GUIDE WORKSHOP

• Using a real-life case study, learn through a "hands on" opportunity to create a guide and compare ideas
• Homework: Pick a topic and create a simple discussion guide to be used during one-on-one interviews.

Second Day

8:30 - 10:15 SESSION 5 - HOW TO ELICIT RESPONSES

• Review three levels of eliciting responses
• Nonverbal communication techniques
• Questioning skills – direct and non direct questions, probing, the why question and how to avoid it
• How to avoid asking biasing questions
• Unconditional positive regard and other moderator management skills

10:15 - 10:30 Break

10:30 - 12:30 SESSION 6 - INTERVIEWING SESSION

• One-on-one practice interviews to incorporate the questioning and moderating skills explored in previous sessions

12:30 - 1:30 Lunch Break

1:30 – 3:00 SESSION 7 - HANDLING PROBLEMS UNIQUE TO FOCUS GROUPS

• Learn how to "liven up" and bring energy to dull sessions
• Video clips and examples of how to handle non-responsive, unqualified or dominant respondents
• What to do when respondents ask questions
• Dealing with other group related dynamics

3:00 – 3:15 Break

3:15 – 5:00 SESSION 8 - WORKING WITH FOCUS GROUP FACILITIES AND RECRUITERS

• How to locate a facility, design a screener and answer questions regarding recruiting problems
• How to work with the facility the day of the groups to have the most impactful sessions
• Homework: Revise discussion guide based on feedback and one-on-one interviews.

Third Day

8:30 - 9:45 SESSION 9 - EFFECTIVE CLIENT INTERACTIONS

• How to develop quality communication through a series of groups, including effective listening skills from behind the one-way mirror and debriefing

9:45 - 10:00 Break

10:00 – 11:45 SESSION 10 - EFFECTIVE CLIENT REPORTING

• Pointers for writing actionable research reports
• Analyzing qualitative data
• Videotapes and transcripts

11:45 – 12:45 Lunch Break

12:45 – 5:30 SESSION 11 - MODERATE A FOCUS GROUP

• Practice the skills and behaviors learned during the seminar by moderating a group discussion
• Note: A 15-minute break will be provided during this session)
• Homework: Finalize discussion guide for live focus group on last day.

Fourth Day

8:30 - 8:50 Overview of the Day's Workshops/Schedule

8:50 - 12:30 SESSION 12 - FOCUS GROUP VIDEOTAPING

• An opportunity to moderate a group of actual respondents which will be videotaped and observed by one of the seminar leaders

12:30 - 4:30 DEBRIEF AND FEEDBACK SESSIONS

• Receive feedback from one of the seminar leaders on your videotaped focus group
• Opportunity to learn by sitting in on other seminar participant feedback sessions

(Lunch will be provided during the feedback session)

4:30 Concluding Remarks

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Sponsor Background:

Applying Knowledge - Improving Decisions

Burke is one of the premier international research and consulting firms in the world. For 75 years, Burke has helped manufacturing and service companies understand and accurately predict marketplace behavior. Burke's employee owners add value to research and consulting assignments by applying superior thinking to help clients solve business problems.

We provide our customers with data, information, guidance and far more. Burke strives to become a valued business partner who focuses on finding and implementing solutions to the most critical problems facing our clients today. We give our customers a competitive edge.

Burke: 100% Employee-Owned

Burke is 100% employee owned. In 2004, Burke formed an ESOP (Employee Stock Ownership Plan), ensuring that all employees are able to participate in stock ownership and have a personal stake in helping to contribute to the company's success. The ESOP, representing broad based employee ownership across all positions of the company, currently holds approximately 60% of the shares of Burke, and is expected to own 100% by 2008.

Our Mission

To provide superior decision support services that enable our clients to succeed.

Our Business Commitments and Values

• We will "do what it takes" to meet our commitment to our clients.
• We will display honesty and integrity in all our endeavors.
• We will take a disciplined approach to our work, based on scientific standards and best practices.
• We value smart people doing smart things.
• We value seeking, sharing, and applying knowledge.
• We value organizational agility and flexibility.

Our Commitment to Employees

We will hire and retain only the best people for all positions in the company.

Employees will have a work environment and tools needed to perform their jobs at maximum quality and efficiency.

Employees will be given opportunities for career development and training to enhance their skills.

Employees will be compensated fairly, based on standards of performance and contribution, and will share in the financial success of the company. Employees will treat each other with respect and dignity, recognizing the worth, quality, and importance of each individual.

We will foster an environment where open communication exists among all employees.

The work climate will be free of strict rules and structures, where employees are empowered to take risks and affect change to achieve our common vision.

Burke Timeline

1931

Alberta Burke starts Burke Marketing Research as a data collection agency.

1952

Don Miller, marketing research director for Cincinnati's WLW radio, joins Burke and begins development of the Day-After Recall (DAR) for testing TV commercials.

Late 1960's

Burke expands to international markets, adding locations in London, Paris, Frankfurt, Milan, Tokyo and Mexico City.

Mid 1980's

Industry image study rates Burke as number one research firm in study design capability and analytical sophistication.

1990

Burke Customer Satisfaction Associates (BCSA) is established to better serve businesses in listening and reacting to the "voice of the customer".

1995

Burke changes official name from Burke Marketing Research Inc., to Burke, Inc. The name change reflects Burke's broader research and consulting activities outside traditional custom marketing research.

2004

Burke re-acquires 100% of its shares and becomes 100% employee-owned. Burke establishes ESOP (Employee Stock Ownership Plan) to allow for broad based employee ownership. Burke re-acquires 100% ownership of the Burke Institute.

2005

Becomes 100% Employee-Owned

Burke Quick Facts

• Headquarters: Cincinnati, OH USA
• Founded: 1931
• Employees Full Time: 202
• Employees Part time: 178
• Total Revenues (2005) worldwide: $44.1 m
• President & CEO: Michael Baumgardner, Ph.D.

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Quote From Past Participants:

Extremely well organized learning program, with superb balance between theory and practice. (Speaker) has a unique gift for effectively and enthusiastically sharing her superior knowledge and skills with others. I enjoyed her class very much. -- Manager, Marketing Services, Gov't. of Ontario, Ministry of Revenue

Excellent opportunity for hands-on practice and LOTS of feedback. The "for-real" focus groups really drive these points home! Very well organized. (Speaker) projects well, good use of examples and very willing to field questions and allow discussion. -- Market Research Analyst, Shiley Infusaid

Very well organized, very good speaker. I'm extremely impressed. One of the better seminars I've ever encountered. -- Senior Market Analyst, The Upjohn Company

Thorough, on-target, generous time spent "doing" vs. "listening." Covered the range from basic to more advanced, good real-world perspective, good use of "hands-on" exercises. Speaker has high energy, involved audience, entertaining, obviously very professional. -- Executive Director, Marketing Services, CIBA Consumer Pharm.

Excellent! As much as I learned from the things she said, I also learned from her own interactions with the class and her style in handling group dynamics. Her humor also made it very enjoyable. Extremely valuable (seminar). A very good balance between theory and practice. Just what I hoped for. Topics with which I was familiar were still very valuable with the addition of the experience of the instructor. -- Market Research Analyst, Rochester Telephone

I enjoyed it very much. It was very informative and presented in a very systematic format which prepared the participants for the next topic. Excellent! (The speaker) has a unique talent for drawing participants in immediately and making them feel comfortable. She was extremely well informed and prepared. Very impressive. -- Product Manager, Frey Scientific Co.

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Past Participants Include:

• Adolph Coors Company
• Alcon Laboratories
• Allied Research, Inc.
• American Express Company
• B.C. Telephone
• Bank of America
• Barbados Telephone Co., Ltd.
• Beatrice US Foods
• Bergen Brunswig
• Blue Cross/Blue Shield
• Campbell Soup
• Canadian Parks Services
• Dannon Company
• Day-Timers, Inc.
• Del Monte USA
• E&J Gallo Winery
• El Paso Electric
• Ernst & Young
• Fia
• Frito-Lay, Inc.
• General Mills Inc.
• Glaxo Wellcome Inc.
• Hallmark Cards Inc.
• Harte-Hanks
• Hewlett Packard Company
• IBM
• IMS America
• John Hopkins Hospital
• Jostens
• K Mart Canada
• Kaiser Permanente
• LL Bean, Inc.
• Lands End
• M&M Mars
• Microsoft Corporation
• Nabisco
• Ontario Hydro
• Procter & Gamble
• Purolator
• R.J. Reynolds Tobacco
• RJR
• Sandoz
• Schering-Plough
• Taco Bell Corporation
• Texaco
• U.S. Army
• Union Gas Ltd.
• VHA Inc.
• Warner Cable
• Wrangler
• Xerox
• Zenger Miller