The Burke Institute presents
 

Specialized Moderator Skills for Qualitative Research Applications On-Site Training

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

Course 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

More Seminar Information

The Burke Institute Delivery Method  On-Site Training