Specialized Moderator Skills for Qualitative Research Applications Webinar

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

Course Description/Agenda

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.

SESSION 1: BUILDING THE FOUNDATION FOR SPECIALIZED TECHNIQUES

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

More Webinar Information

The Burke Institute
Course Summary	This limited enrollment workshop is designed for the active focus group moderator
Delivery Method	Virtual Classroom (Live)
Who Should Attend	Marketing Research Professionals