Moderating to the Max: A Full-tilt Guide to Creative, Insightful Focus Groups and Depth Interviews - Softcover

Bystedt, Jean

Softcover

ISBN 10: 0983043620 ISBN 13: 9780983043621

Publisher: Paramount Market Pub, 2010

Synopsis

A must have for qualitative researchers, Moderating to the Max includes step-by-step scripts and guidelines for the use of techniques used to elicit information from consumers in all types of group and one-on-one interview situations. Techniques covered include "hats", debate, product sort, collage, drawing, storytelling, mindmapping, visualization, laddering, line-up, four square, analogy, pass the doodle, personification, picture decks, word bubbles, and free association. A handy guide alerts the user to the situations in which different types of techniques should be used. There are templates for the reader to copy for use in various situations.

About this title

About the Author

Jean Bysted is the principal of J. Bystedt & Associatges in Chicago. Siri Lynn is principal of Idea Exchange in Fairfield, CT. Deborah Potts, PhD, is the principal of Deborah Potts & Associates, based in Louisville, KY, All three are independent qualitative research and creativity consultants who collaborate frequently with one another on strategic marketing and new product initiatives. They are active members of the Qualitative Research Consultants Association and the Creative Education Foundation, and senior trainers at RIVA Moderator Training Institute.

Edition details

• Publisher: Paramount Market Pub
• Publication date: 2010
• Language: English
• ISBN 10: 0983043620
• ISBN 13: 9780983043621
• Binding: Paperback
• Illustrator: Fraley Gregg
• Number of pages: 143