The Art of Focus Group Back Room Effectiveness (CD-ROM)

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			The Art of Focus Group Back Room Effectiveness (CD-ROM)	$299.95

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	THE ART OF FOCUS GROUP BACK ROOM EFFECTIVENESS (CD-ROM)

Are You Involved In Focus Groups On Either Side of the Mirror?

Would you like to learn a structured method for making the most of the experience?

The "Art of Focus Group Back Room Effectiveness" is a 3.5 hour training CD for market researchers addressing the often asked but rarely answered question of how to create an effective and enjoyable back room experience for focus groups and individual interviews.

Would You like to help your Marketing Team make the most of Backroom Observation?

After receiving many requests from clients to help observers in the backroom learn how to use what they saw, heard and experienced for optimum results, "The Art of Focus Group Back Room Effectiveness" was created by Sharon Livingston, PhD and the professional staff at Executive Solutions, Inc.

The Travel, Salaries and Time Spent at Typical Focus Group Project is Enormous....
But with a little forethought and planning, you can get MUCH more for your money!

As marketers and researchers all of us have seen plenty of back room teams, ... the good, the bad, and the ugly! Some of them are well focused, organized, and able to effectively enhance the research process. For these teams the take-away is relevant, cohesive, and actionable marketing insights.

On the other hand, there are many teams who unwittingly and unknowingly contaminate the process and interfere with the effectiveness of the entire process. The problem is, it's rare for focus group observers to be given a formal training process to learn how to best utilize the experience. They often don't know what to listen for, how to recognize genuine insights, how to effectively divide their attention between both the front and the back room, what to discuss during the debriefing session, how to supervise the moderator to meet their goals, what types of insights can be realized immediately vs. those that require a few weeks of analysis, how to encourage an iterative process . . . Couldn't we all go on and on?

In "The Art of Focus Group Back Room Effectiveness", experienced researchers share their observations and findings from both client and supply side experiences.

Leaders in the field provide informative insights on this CD-ROM product.

This is a training program which teaches focus group observers, sitting behind the mirror to understand-at multiple levels- what is actually happening in a focus group.

You will learn observation skills, listening skills, debriefing skills, and how to optimize what you have seen and heard after the session:

How to distinguish between jumping to conclusions vs. leaps into insight. (How to recognize the 'Aha!')
How to pay attention to what's happening in the front and backroom at the same time
How to take notes (and when NOT to!)
How to debrief at the end of the sessions to get the most out of the experience and take advantage of everyone's thoughts and feelings about the information
Avoiding the 7 Deadly Backroom Temptations!
Understanding the psychological experience of the background - ferreting out the emotions you are feeling from actual marketing information
How to supervise the moderator
What to communicate to peers during the groups, on breaks, and after the event
Making the most of the report
How to avoid 'groupthink' or premature consensus
How to physically position the team for the most effective back room communications
How to use between group breaks to improve focus-group productivity
How to encourage an iterative learning process (one where each group builds on the previous one)
Differences between brainstorming and focus group observation. How to blend the two. When NOT to!
Moderating the BACK room - when and how to assign a facilitator for back room processes. How to handle difficult BACK room team members of lower, equal, and higher rank.
Maximizing the utility of BACK to FRONT room communications
And much much more!!!

The CD-ROM product distills the best learnings from the full day in-person workshop into a multi-media adventure in observational learning.

In addition to learning great techniques in this informative workshop, you will actually see and hear expert moderator facilitated BACK room discussions, ... and be guided to observe differences in BACK room styles for yourself, all during a LIVE FOCUS GROUP session with real respondents and a real marketing task.

�I was so totally and completely immersed in watching �The Art of Focus Group Back Room Effectiveness� that I was unaware of the time passing until I went to stand up and was creaky and crooked from being hunched over in one place. I couldn't believe it! My personal ah-ha�s! from the CD are (1) the use of the Post-Its, large and small, for collecting thoughts based on learnings, problem areas and behavior (2) listening and watching the reactions of the groups in context - the high energy and low energy - no attribution error for either the participants or the concept (3) the Seven Dwarves from the standpoint of challenging and directing our own behavior and (4) and the debriefing. - Program Manager, International packaged goods company

Do you still have questions about this CD? If so, send a detailed email to info@ResearchOnResearch.com and someone will get back to you within 24 hours.

Legal Note: Purchase and use of the CD and its contents is subject to the terms and conditions of a licensing agreement contained on the CD-ROM.