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Specialized Moderator Skills for Qualitative Research Applications
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
Customer Service & Sales
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:
- 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?
COURSE OUTLINE AND SCHEDULE
8:30 - 10:00 SESSION 1 – FUNDAMENTAL PRINCIPLES AND FRAMEWORK FOR SPECIALIZED TECHNIQUES
- Focus Group Workshop
- Brief review of basic moderating techniques
- Traditional structure of focus interview/groups (inverted pyramid guide)
- Basic formats; specialized toolkit
- Definitions; research stages; research issues; methodologies listing
10:00 - 10:15 Break
10:15 - 12:00 SESSION 2 - MARKET OPPORTUNITY: SEGMENTATION RESEARCH
- Qualitative methodologies typically used to help support segmentation studies including free association and mind mapping techniques
- Case study discussion guide
- Analysis and reporting tips and suggestions
12:00 - 1:00 Lunch Break
1:00 - 3:00 SESSION 3 - MARKET OPPORTUNITY: MARKET STRUCTURE & COMPETITIVE ANALYSIS
- Qualitative techniques commonly used in market structure and competitive analysis including sorting and attribute generation techniques like repertory grids and card sorts
- Additional mapping techniques including bulls eye, longitudinal and perceptual maps
- Case study discussion guide
3:00 - 3:15 Break
3:15 - 5:00 SESSION 4 - PRACTICE SESSION
- Breakout session to practice techniques learned during day one
- Homework: Pick a topic and start creating a discussion guide to incorporate the techniques that you would like to use during the final breakout groups and videotaping session.
8:30 - 10:00 SESSION 5 - IDEA GENERATION & BRAINSTORMING
- Guidelines, tips and tricks for running brainstorming and ideation sessions
- Various divergent and convergent techniques that form the foundation of these types of sessions
10:00 - 10:15 Break
10:15 - 12:00 SESSION 6 - PRODUCT SERVICE REFINEMENT: SCRIPTING AND LADDERING
- Introduction and review of general scripting and laddering techniques
- How they are implemented, instructional guidelines, case study examples
- Review of various ways to analyze the results and various reporting options
- Workshop exercises
12:00 - 1:00 Lunch Break
1:00 – 3:00 SESSION 7 - PRODUCT SERVICE REFINEMENT: PROJECTIVE TECHNIQUES
- Understanding when, where, why and how behind projective techniques
- Examples and variations for personification techniques
- Case study and reporting examples of how to leverage the results from these techniques
- Workshop exercises
3:00 – 3:15 Break
3:15 – 5:00 SESSION 8 - PRODUCT SERVICE LAUNCH, RE-LAUNCH, TRACKING AND ASSESSMENT (Part 1):
- How to use drawing and storytelling techniques to help respondents be able to recall information and provide more concrete examples and information about their usage of a product or service
- How to daisy chain techniques by linking one exercise to the next
- Workshop on applying techniques
- Homework: Finalize your discussion guide to incorporate the techniques that you would like to use during the final breakout groups and videotaping session.
8:30 - 10:15 SESSION 9 - PRODUCT SERVICE LAUNCH, RE-LAUNCH, TRACKING AND ASSESSMENT (Part 2)
- Workshop using image based techniques
- Tools used to uncover many of the latent and unarticulated feelings and emotions behind a product or service
- Techniques using photo decks, collages and other image based techniques commonly implemented in positioning and advertising research
10:15 - 10:30 Break
10:30 - 12:15 SESSION 10 - OTHER QUALITATIVE TECHNIQUES
- Review and discussion of online focus groups and bulletin boards, ethnographic techniques and other specialty methods and research platforms that are gaining acceptance within the industry
12:15 - 1:15 Lunch Break
1:15 - 5:30 SESSION 11 - PRACTICE SESSION
- Practicing session to implement techniques learned throughout the course
- Feedback and review
- Each seminar participant will lead a 30 minute practice group to help prepare for the final focus groups and videotaping session
8:30 - 8:50 Overview of the Day's Workshops/Schedule
8:50 - 1:00 SESSION 12 - VIDEOTAPING OF FOCUS GROUPS
- An opportunity to moderate and observe focus groups using techniques and applications discussed during the seminar
1:00 - 4:30 DEBRIEFING AND FEEDBACK
- Debrief and critique with one of the seminar leaders from your videotaped focus group session
- Discuss insights gained from your focus groups and how to refine specialized techniques to meet your specific needs
(Lunch will be provided during your feedback session)
Applying Knowledge - Improving Decisions
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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.
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Burke Quick Facts
- Headquarters: Cincinnati, OH USA
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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:
- 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
- Frito-Lay, Inc.
- General Mills Inc.
- Glaxo Wellcome Inc.
- Hallmark Cards Inc.
- Hewlett Packard Company
- IMS America
- John Hopkins Hospital
- K Mart Canada
- Kaiser Permanente
- LL Bean, Inc.
- Lands End
- M&M Mars
- Microsoft Corporation
- Ontario Hydro
- Procter & Gamble
- R.J. Reynolds Tobacco
- Taco Bell Corporation
- U.S. Army
- Union Gas Ltd.
- VHA Inc.
- Warner Cable
- Zenger Miller
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