Seminar Specialized Moderator Skills for Qualitative Research Applications Seminar

Presented by The Burke Institute

Burke Institute Seminars

Bring this seminar on-site to your facility for groups of 10 or more.

A limited enrollment 4-day workshop designed for the active focus group moderator

Course Description


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
  • Case study discussion guide
  • 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
  • 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: 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 -----
08:30 AM - 10:00 AM 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 AM - 10:15 AM Break
10:15 AM - 12:00 PM 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 PM - 01:00 PM Lunch Break
01:00 PM - 03:00 PM 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
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 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

    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 -----
08:30 AM - 10:15 AM Session 9
    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
10:15 AM - 10:30 AM Break
10:30 AM - 12:15 PM 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 PM - 01:15 PM Lunch Break
01:15 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
----- Fourth Day -----
08:30 AM - 08:45 AM Overview
    Overview of the Day's Workshops/Schedule
08:45 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 THIS SEMINAR 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 / Heakin

 

"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 Foods 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,

 

"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

 

"Challenging, packed with information and ideas, thought provoking and extremely helpful."
Director, Social Marketing & Communications, Yukon Workers' Compensation

 

More Seminar Information

The Burke Institute
Burke Institute Seminars

Summary

A limited enrollment 4-day workshop designed for the active focus group moderator

Delivery Method

Seminar Seminar

Also Available As

On-Site Training On-Site Training

Who Should Attend

Active Focus Group Moderators

 
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Dates and Locations

Cincinnati, OH
3/3/2020 - 3/6/2020
Tuition: $3475

Cincinnati, OH
6/16/2020 - 6/19/2020
Tuition: $3475

Cincinnati, OH
10/20/2020 - 10/23/2020
Tuition: $3475

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Ohio (Find training in Ohio)
3/3/2020-3/6/2020 in Cincinnati, OH         Find a seminar in Cincinnati OH
6/16/2020-6/19/2020 in Cincinnati, OH         Find a seminar in Cincinnati OH
10/20/2020-10/23/2020 in Cincinnati, OH         Find a seminar in Cincinnati OH