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Specialized Moderator Skills for Qualitative Research Applications

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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

Provider:

Burke Institute

Topic(s):

Customer Service & Sales > Marketing

Who Should Attend?

Active focus group moderators

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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?

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COURSE OUTLINE AND SCHEDULE

First Day

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.

Second Day

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.

Third Day

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

Fourth Day

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)

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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:

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.

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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