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Specialized Moderator Skills for Qualitative Research Applications  

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Seminar Summary:

Designed for the active focus group moderator, this course focuses on some unique projective and observational techniques that a moderator can add to their tool kit. (see full course description)

 

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Training Course Syllabus:


SPECIALIZED MODERATOR SKILLS FOR QUALITATIVE RESEARCH APPLICATIONS

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 participant'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 participants 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.
  • Specialized Moderator Skills for Qualitative Research Applications Course Outline and Schedule

    ----- First Day -----

    08:30 AM - 10:00 AM 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 AM - 10:15 AM Break

    10:15 AM - 12:00 PM Session 2

    MARKET OPPORTUNITY: SEGMENTATION RESEARCH:

    Qualitative methodologies typically used to help support segmentation studies including free association and mind mapping techniques
    Additional mapping techniques including bulls eye, logitudinal and perceptual maps
    Analysis and reporting tips and suggestions

    12:00 PM - 01:00 PM Lunch Break

    01:00 PM - 03:00 PM 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
    Frustration analysis
    Case study discussion guide

    03:00 PM - 03:15 PM Break

    03:15 PM - 05:00 PM Session 4

    PRACTICE SESSION:

    Breakout session to practice techniques learned during day one
    Homework: Select a topic that you will use for leading a focus group on the practice sessions on day three and the final breakout groups and videotaping session on day four.

    ----- Second Day -----

    08:30 AM - 10:00 AM Session 5

    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

    10:00 AM - 10:15 AM Break

    10:15 AM - 12:00 PM Session 6

    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 exercise

    12:00 PM - 01:00 PM Lunch Break

    01:00 PM - 03:00 PM Session 7

    PRODUCT SERVICE LAUNCH OR RE-LAUNCH, TRACKING AND ASSESSMENT (Part 1):

    How to use drawing and storytelling techniques to help participants 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

    03:00 PM - 03:15 PM Break

    03:15 PM - 05:00 PM Session 8

    PRODUCT SERVICE LAUNCH OR 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
    Homework: Create a discussion guide that you will use for leading the practice sessions on day three and the final breakout groups and videotaping sessions on day four.

    ----- Third Day -----

    08:30 AM - 12:00 PM Session 9

    TOOLS FOR INNOVATION AND CREATIVITY:

    Creativity exercise to enhance the creative process
    Facilitation skills for leading co-creation and innovation sessions
    Guidelines, tips and tricks for running brainstorming and ideation sessions
    Various divergent and convergent techniques that form the foundation of these types of sessions
    Framework for conducting ideation/brainstorming sessions
    Workshop exercise

    12:00 PM - 01:00 PM Lunch Break

    01:00 PM - 05:30 PM 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
    Homework: Finalize a discussion guide that you will use for leading the final breakout groups and videotaping sessions on day four.

    ----- Fourth Day -----

    08:30 AM - 08:50 AM Overview

    Overview of the Day's Workshops/Schedule

    08:50 AM - 01:00 PM Session 12

    VIDEOTAPING OF FOCUS GROUPS:

    An opportunity to moderate and observe focus groups using techniques and applications discussed during the seminar

    01:00 PM - 04:30 PM

    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.)
     

    WE HIGHLY RECOMMEND COMBINING "SPECIALIZED MODERATOR SKILLS FOR QUALITATIVE RESEARCH APPLICATIONS" WITH "FOCUS GROUP MODERATOR TRAINING" FOR A COMPREHENSIVE PROGRAM.

    What Past Participants Have Said About This Seminar

    Verbatim evaluations from participants who have attended the "Specialized Moderator Skills for Qualitative Research Applications" seminar. Names of evaluators have been left out as a matter of professional courtesy.

    Excellent. It is giving me a bag of tricks/tools to get what I need out of qualitative research. Executive Director of Marketing Swiss Colony

    Very good. It has covered basically all I want to know. And had provided opportunities for us to practice. Marketing Manager Givaudan Ltd.

    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

    I could go on for one more day! So interesting. Concrete examples in so many cases which I found to be quite valuable Market Researcher Freelancer

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

    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 Food Corp.

    I found this course to be comprehensive and very useful. The techniques used for positioning and image are creative and helpful. Senior Researcher Procter & Gamble

    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

    Seminar Summary:

    Designed for the active focus group moderator, this course focuses on some unique projective and observational techniques that a moderator can add to their tool kit. (see full course description)

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