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Specialized Moderator Skills for Qualitative Research Applications

Fee:

$3,475.00

· QuickCode:

QQAHRC

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In this limited enrollment 4-day workshop designed for the active focus group moderator, you will learn: How to select the specialized techniques which work best for idea generation, concept development, positioning, advertising, and other research applications; How to setup and run a number of techniques by first practicing them from a respondent’s point of view then leading the techniques from a moderator’s perspective; Techniques include - Projective techniques such as personification, party/family brands, word and thought bubble drawings, collages, laddering, storytelling, mind mapping, card sorts and others; How to lead each of these techniques by practicing them throughout the course including having the opportunity to lead a one hour focus group on the final day of the course using respondents recruited from the local community where you will be videotaped and critiqued by one of the seminar leaders; What alternative approaches to the traditional focus group are being used to get the most out of participants? Four days. Fee per person: $3475

Burke Institute

Provider:


Burke Institute

Topic(s):


Customer Service & Sales > Marketing

Who Should Attend?


Active focus group moderators


What You Will Learn

In this limited enrollment 4-day workshop designed for the active focus group moderator, you will learn:


COURSE OUTLINE AND SCHEDULE

First Day

8:30 - 10:00 SESSION 1 – FUNDAMENTAL PRINCIPLES AND FRAMEWORK FOR SPECIALIZED TECHNIQUES

10:00 - 10:15 Break

10:15 - 12:00 SESSION 2 - MARKET OPPORTUNITY: SEGMENTATION RESEARCH

12:00 - 1:00 Lunch Break

1:00 - 3:00 SESSION 3 - MARKET OPPORTUNITY: MARKET STRUCTURE & COMPETITIVE ANALYSIS

3:00 - 3:15 Break

3:15 - 5:00 SESSION 4 - PRACTICE SESSION

Second Day

8:30 - 10:00 SESSION 5 - IDEA GENERATION & BRAINSTORMING

10:00 - 10:15 Break

10:15 - 12:00 SESSION 6 - PRODUCT SERVICE REFINEMENT: SCRIPTING AND LADDERING

12:00 - 1:00 Lunch Break

1:00 – 3:00 SESSION 7 - PRODUCT SERVICE REFINEMENT: PROJECTIVE TECHNIQUES

3:00 – 3:15 Break

3:15 – 5:00 SESSION 8 - PRODUCT SERVICE LAUNCH, RE-LAUNCH, TRACKING AND ASSESSMENT (Part 1):

Third Day

8:30 - 10:15 SESSION 9 - PRODUCT SERVICE LAUNCH, RE-LAUNCH, TRACKING AND ASSESSMENT (Part 2)

10:15 - 10:30 Break

10:30 - 12:15 SESSION 10 - OTHER QUALITATIVE TECHNIQUES

12:15 - 1:15 Lunch Break

1:15 - 5:30 SESSION 11 - PRACTICE SESSION

Fourth Day

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

8:50 - 1:00 SESSION 12 - VIDEOTAPING OF FOCUS GROUPS

1:00 - 4:30 DEBRIEFING AND FEEDBACK

(Lunch will be provided during your feedback session)


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

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


Quote From Past Participants:

Challenging, packed with information and ideas, thought provoking and extremely helpful. -- Director, Social Marketing & Communications, Yukon Workers' Compensation

The content was extremely relevant to my role in Market Research. Not only academically interesting but applicable. I will definitely be able to use this in future studies. -- Manager, Global Market Research, ConvaTec

Excellent! The material about specialized techniques was exactly the detail and info I was hoping to get. Content – very relevant and great building on the first moderator course. -- Independent Focus Group Moderator

Excellent! Gave me new innovative ideas to use in my groups and share with others in my company. -- Marketing Researcher, AT&T

Very good. Very helpful. (Speaker) the Best. Good knowledge of subject -- opens up discussion --works to the level of the group. -- Vice President, Quick Test / Heakin

Great. In truth, much more useful than I expected. I have a lot of moderating experience and wondered if I could pick up new information -- I have. Particularly in terms of ideation and concept testing. -- Customer Insight Manager, Intuit

Great! I learned a lot of new techniques that I feel will improve my efficiency as a moderator. -- Market Research Analysis, McKee Foods Corp.


Past Participants Include:

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