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Who should attend Focus Group Moderator Training
Product Managers, research analysts, executive directors, moderators, facility coordinators, interviewers
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Seminar Summary:

This workshop, designed to train you to become a focus group moderator, covers both the logistics to setting up groups and the skills required to lead groups and answer questions. (see full course description)

 
 
 

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Training Course Syllabus:


FOCUS GROUP MODERATOR TRAINING

What You Will Learn

This limited enrollment, intensive 4-day workshop is designed to train you to become a focus group moderator. Specifically, you will learn:

• 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.
 

FOCUS GROUP MODERATOR TRAINING COURSE OUTLINE AND SCHEDULE

First Day

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 DEVELOPMENT

• How to create a discussion guide
• Sequencing of topics and questions
• What should and shouldn’t 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 one-on-one interviews.

Second Day

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 dull sessions
• Video clips and examples of how to handle non-responsive, unqualified or dominant participants
• 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 sessions

Homework: Revise discussion guide based on feedback and one-on-one interviews.

Third Day

8:30 - 9:45 SESSION 9 - EFFECTIVE CLIENT INTERACTIONS

• 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 REPORTING

• Pointers for writing actionable research reports
• 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.

Fourth Day

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

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 sessions
(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 PROGRAM.

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the “Focus Group Moderator Training” 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 allow discussion.
Market Research Analyst
Shiley Infusaid

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 instructor.
Market Research Analyst
Rochester Telephone

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 impressive.
Product Manager
Frey Scientific Co.
 

 

Seminar Summary:

This workshop, designed to train you to become a focus group moderator, covers both the logistics to setting up groups and the skills required to lead groups and answer questions. (see full course description)

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