In this limited enrollment 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 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.