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

Focus groups require mastery of many techniques in order to keep them from fading. Moderating to the Max provides focus group leaders with detailed instructions for more than 20 techniques that will deepen findings and bring life to focus groups. From perceptual mapping to personification, you will never again have to guess whether a technique is the right one for a particular focus group. This guide will enhance and broaden the work of focus group moderators who already have a good foundation. Myriad examples and illustrations emphasize focus group "play" and how fun exercises can inspire focus group respondents to reveal deeper motivations. Specific techniques covered in detail, including sample scripts for introducing them, include: Hats ... Debate ... Product Sort Laddering ... Mindmapping ... Collage Storytelling ... Drawing ... Visualization Line-Up ... Hitting the Mark ... Four Square Party/Family of Brands ... Draw the User Pass the D