Specialized Moderator Skills for Qualitative Research Applications (Q02)
Details
- 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.
Outline
Day 1
8:30 am – 5:00 pm
Introduction
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
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, longitudinal and perceptual maps
- Analysis and reporting tips and suggestions
Lunch
Session 3 – Market Opportunity: Market Structure and Competitive Analysis:
- Qualitative techniques commonly used in market structure and competitive analysis including sorting and attribute generation techniques like repertory grids and card sorts
- Frustration analysis
- Case study discussion guide
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.
Day 2
8:30 am – 5:00 pm
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
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 exercises
Lunch
Session 7 – Product/Service Launch, Re-Launch, Tracking and Assessment (Part One):
- 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
Session 8 – Product/Service Launch, Re-Launch, Tracking and Assessment (Part Two):
- 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.
Day 3
8:30 am – 5:30 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
Lunch
Session 10 – Practice Session:
- Practicing session to implement techniques learned throughout the course
- Feedback and review
- Each seminar participant will lead a 40 minute practice group to help prepare for the final recorded focus groups and videotaping session
Homework:
- Finalize a discussion guide that you will use for leading the final breakout group and videotaping session on day four.
Day 4
8:30 am – 4:30 pm
Session 11– Focus Group Videotaping, Debrief and Feedback:
- Overview of the day’s workshops and schedule
- Each person will have the opportunity to moderate a 55 minute focus group and observe some of your fellow classmates using the techniques and applications discussed during the seminar.
- 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
- You will also have the opportunity to learn by hearing the seminar leader feedback from other class participants that you observed
Schedules
| No. of Days: | 4 |
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