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Specialized Moderator Skills for Qualitative Research Applications

presented by Burke Institute
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Bring a trainer to your location to deliver this class for groups of 10 or more.

Summary

This limited enrollment workshop is designed for the active focus group moderator

Workshop Description/Agenda

WHAT 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 participants point of view then leading the techniques from a moderators 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 and critiqued by one of our seasoned moderators.

WORKSHOP AGENDA

SESSION 1: BUILDING THE FOUNDATION FOR SPECIALIZED TECHNIQUES

  • Brief review of basic moderating techniques
  • Traditional structure of focus interviews/groups (inverted pyramid guide)
  • Analternative to the traditional structure based on behavioral economics
  • Questioning skills – including laddering and probing techniques
  • Basic formats; specialized toolkit

SESSION 2: MAPPING & SORTING TECHNIQUES

  • Free association and mind mapping techniques
  • Additional mapping techniques including bulls eye, longitudinal and perceptual maps
  • Qualitative techniques commonly used in market structure and competitive analysis including sorting and attribute generation techniques
  • Frustration analysis and Force Field Analysis

SESSION 3: 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
  • How to daisy chain techniques by linking one exercise to the next
  • Workshop exercise

SESSION 4: DRAWING & IMAGE BASED TECHNIQUES

  • 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
  • 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

SESSION 5: 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

SESSION 6: MODERATE A VIRTUAL MOCK FOCUS GROUP

  • This session will provide each seminar participant with the opportunity to apply everything we have learned
  • The group will be divided up into small teams
  • Each person on the team will then lead a virtual mock focus group with your teammates
  • A Burke Institute moderator will observe your virtual group and provide feedback for you and your team
  • The feedback session will be an interactive sharing by all the people on that team
  • Each seminar participant will have the opportunity to watch and learn from other moderators as they lead their groups
  • Each seminar participant will also have the opportunity to be a participant to see what it is like to both moderate and participate in a focus group

Who Should Attend

Marketing Research Professionals

Additional Information

Training Provider: Burke Institute

Course Topics: Marketing Training > Marketing Research

Training Course Summary: This limited enrollment workshop is designed for the active focus group moderator