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Specialized Moderator Skills for Qualitative Research Applications
Course Outline and Schedule
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----- First Day -----
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08:30 AM - 09:30 AM Introduction / Overview
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INTRODUCTION & REVIEW: Focus Group Workshop; brief review of basic moderating techniques; traditional structure of focus interview/groups (inverted pyramid guide); basic formats. Specialized toolkit.
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09:30 AM - 10:30 AM Session I
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APPLICATIONS & METHODOLOGIES (Chart): Definitions; research stages; research issues; methodologies listing.
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10:30 AM - 10:45 AM Coffee Break
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10:45 AM - 12:00 PM Session II
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MARKET OPPORTUNITY -- SEGMENTATION RESEARCH: Qualitative methodologies (free association, mind mapping); case study discussion guide; other approaches.
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12:00 PM - 01:15 PM Lunch Break
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01:15 PM - 03:00 PM Session III
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MARKET OPPORTUNITY -- MARKET STRUCTURE & COMPETITIVE ANALYSIS: Qualitative methodologies (Sorting and attribute generation techniques – repertory grids, card sorts. Mapping techniques – bulls eye, longitudinal and perceptual maps); case study discussion guide; other approaches.
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03:00 PM - 03:15 PM Coffee Break
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03:15 PM - 05:00 PM Session IV
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PRACTICE SESSION: Breakout session to practice techniques learned during day one.
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----- Second Day -----
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08:30 AM - 10:00 AM Session V
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IDEA GENERATION & CONCEPT DEVELOPMENT: Qualitative methodologies (Brainstorming and idea generating techniques); concept screening guidelines; other approaches.
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10:00 AM - 10:15 AM Coffee Break
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10:15 AM - 12:00 PM Session VI
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PRODUCT SERVICE REFINEMENT (Part 1 - Concept Testing Guidelines & Tips): Qualitative methodologies (scripting and laddering techniques); case study discussion guide; other approaches.
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12:00 PM - 01:30 PM Lunch Break
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01:30 PM - 03:00 PM Session VII
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PRODUCT SERVICE REFINEMENT (Part 2 – Projective Techniques): Qualitative methodologies (projective techniques, personification and other techniques); case study discussion guide and practice session.
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03:00 PM - 03:15 PM Coffee Break
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03:15 PM - 05:00 PM Session VIII
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PRODUCT SERVICE LAUNCH, RE-LAUNCH, TRACKING AND ASSESSMENT (Part 1): Qualitative methodologies (storytelling, use of pictures, Archetypes); daisy chaining techniques and linking one exercise to the next. Workshop on applying techniques.
Homework: Pick a topic and create a discussion guide to incorporate the techniques that you would like to use during the final breakout groups and videotaping sessions.
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----- Third Day -----
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08:30 AM - 10:15 AM Session IX
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PRODUCT SERVICE LAUNCH, RE-LAUNCH, TRACKING AND ASSESSMENT (Part 2): Qualitative methodologies (collages and situational drawings). Workshop.
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10:15 AM - 10:30 AM Coffee Break
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10:30 AM - 12:30 PM Session X
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OTHER QUALITATIVE TECHNIQUES: Review and discussion of online focus groups and bulletin boards, ethnographic techniques and other specialty methods that are gaining acceptance within the industry.
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12:30 PM - 01:30 PM Lunch Break
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01:30 PM - 05:00 PM Session XI
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PRACTICE SESSION: Practicing session to implement techniques learned throughout the course; feedback and review; final preparations and adjustments for focus groups and videotaping session. (This session includes a 15-minute break.)
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----- Fourth Day -----
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08:30 AM - 08:45 AM Overview
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Overview of the Day's Workshops/Schedule
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08:45 AM - 01:00 PM Session XII
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VIDEOTAPING OF FOCUS GROUPS: An opportunity to moderate and observe focus groups using the techniques and applications discussed during the seminar.
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01:00 PM - 04:30 PM
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DEBRIEFING AND FEEDBACK: The opportunity to practice debriefing observers on the insights gained from your focus group and to discuss refinement of techniques. (Lunch will be provided during your feedback session.)
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WE HIGHLY RECOMMEND COMBINING 203 WITH
202
FOR A COMPREHENSIVE PROGRAM.
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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.
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"Excellent. It is giving me a bag of tricks/tools to get what I need out of qualitative research."
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Executive Director of Marketing, Swiss Colony
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"Very good. It has covered basically all I want to know. And had provided opportunities for us to practice."
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Marketing Manager, Givaudan Ltd.
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"Very good. Very helpful. (Speaker) the Best. Good knowledge of subject -- opens up discussion --works to the level of the group."
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Vice President, Quick Test / Heakin
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"I could go on for one more day! So interesting. Concrete examples in so many cases which I found to be quite valuable."
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Market Researcher, Freelancer
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"Excellent! Gave me new innovative ideas to use in my groups and share with others in my company."
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Marketing Researcher, AT&T
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"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."
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Customer Insight Manager, Intuit
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"Great! I learned a lot of new techniques that I feel will improve my efficiency as a moderator."
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Market Research Analysis, McKee Foods Corp.
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"I found this course to be comprehensive and very useful. The techniques used for positioning and image are creative and helpful."
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Senior Researcher, Procter & Gamble
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"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."
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Independent Focus Group Moderator,
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"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."
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Manager, Global Market Research, ConvaTec
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"Challenging, packed with information and ideas, thought provoking and extremely helpful."
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Director, Social Marketing & Communications, Yukon Workers' Compensation
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