MODERATOR TRAINING: FOCUS GROUPS & IDIs
What You Will Learn
This limited enrollment, intensive 4-day workshop
is designed to train you to become a focus group moderator. Specifically, you
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 participants 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
participants 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.
MODERATOR TRAINING: FOCUS GROUPS & IDIs COURSE OUTLINE
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
participants 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
How to create a discussion guide
Sequencing of topics and questions
What should and shouldnt 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
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
Video clips and examples of how to handle non-responsive, unqualified or
What to do when participants 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
Homework: Revise discussion guide based on
feedback and one-on-one interviews.
8:30 - 9:45 SESSION 9 - EFFECTIVE CLIENT
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
Pointers for writing actionable research
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.
8:30 - 8:50 Overview of the Day's
8:50 - 12:30 SESSION 12 - FOCUS GROUP VIDEOTAPING
An opportunity to moderate a group of actual
participants 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
(Lunch will be provided during the feedback session)
4:30 Concluding Remarks
WE HIGHLY RECOMMEND COMBINING THIS SEMINAR WITH SPECIALIZED
MODERATOR SKILLS FOR QUALITATIVE RESEARCH APPLICATIONS FOR A COMPREHENSIVE
What Past Participants Have Said About This
Verbatim evaluations from participants who have attended the MODERATOR TRAINING: FOCUS GROUPS & IDIs seminar. Names of evaluators have
been left out as a matter of professional courtesy.
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
Market Research Analyst
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
Market Research Analyst
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
Frey Scientific Co.