SHARPEN THE FOCUS INSTITUTE

Current Schedule & Pricing Projective Techniques $999.95 call for scheduling! Advanced Special Edition $3995 4 day course on advanced techniques as demand requires. Creativity & Ideation $1999.95 2 day course on our unique method for running brainstorming sessions as demand requires Market Your Research (NEW!) $4999.95 5 day intensive course on the "7 Steps for Marketing Your Research Services" as demand requires, and ONLY available to active members of the www.MarketYourResearch.com sales coaching website (must be active for 3 months first).

Our Training Philosophy - Livingston Method Moderating™

Motivational Research Psychologists, Drs. Sharon and Glenn Livingston are pioneers in applying projective techniques and state of the art exercises grounded in the behavioral sciences to marketing research. Sharpen The Focus™ exclusive instructors are highly skilled in depth interviewing and moderating, psychological techniques applied to marketing research and group facilitation, interpretation and presentation of findings, professional teaching methods.   In 'Livingston Method Moderating™',  the moderator meets with the client to form first impressions about the issues at hand and how the results will be used. He then creates a blueprint of the structure for the group with a series of direct and indirect probes and creative approaches to achieve the most useful and illuminating responses. The goals are to identify underlying motivations and feelings that drive behavior.

The Method Moderator using this approach may pick out parts of the guide which seem to elicit certain emotional truths in one group but opt for other creative interventions in another. He follows the groups lead rather than the guide. In fact, the Method Moderator has the confidence of his connection with the participants to abandon the guide in terms of specific questions and exercises and follow a more evocative path to the “truth.”

Livingston Method Moderating™ teaches you how to achieve this productive, creative state that will add value to your qualitative projects. This course provides you with many techniques and procedures to achieve those moments of inspiration from which creative work develops. Livingston Method Moderating™ teaches you how to take your qualitative work beyond the obvious, beyond the rationalized response that often is not supported in the market place.

Peter J. DePaulo, Ph.D. Associate Editor, Journal of Advertising Research Independent qualitative & quantitative research consultant based in suburban Philadelphia		What I gained from Sharon and Glenn Livingston's Advanced Moderator Training course was a broader range of projective techniques and a more in-depth understanding of how and when to use them. This additional expertise is what you need to deliver fresh insights to sophisticated clients who have seen many moderators in action. For example, I now am better able to ad-lib a projective line of questioning to explore an unexpected attitude that pops up in a focus group. In my 10 years as a moderator -- and nearly 20 years as a research consultant and former marketing professor -- I have attended a number of seminars and conference presentations that covered projective techniques, and have read various books and articles on qualitative research. Still, most of the content was new and enlightening for me. In fact, a couple of the techniques seemed counterintuitive at first, but we did experiential exercises that demonstrated how they work. Glenn and Sharon tap their backgrounds in clinical psychology, which is, after all, the field that created projective methods. Course participants also benefit from the Livingstons' extensive experience in applying their behavioral-science expertise to all kinds of marketing problems.

Liz Crawford Group Director, Cosmetic Lenses CIBA Vision		Sharon is, bar none, the best in the industry. She's head and shoulders above any other moderator. In Sharpen the Focus she teaches about real-world issues with role-play practice for the types of situations that moderators are likely to encounter. That experience is invaluable. Her teaching material is the best I've ever seen, whether it's a workbook or text. Most materials currently on the market are all theory or if they're practical, they're uninspired and miss the psychological objectives. You get information in Sharpen the Focus that you simply cannot get elsewhere.

Art Shulman 20-year veteran moderator, Los Angeles		Advanced Sharpen the Focus is a very useful course for people who are already moderating. It teaches you new ways to get information from focus group participants. I learned techniques I didn't know about before that will make me a better moderator. I liked the informal atmosphere which allowed me to interact with others in the field and learn how they deal with moderating challenges and situations.

Joel Raphael President, ViewPower, New York City		The first time I took Sharpen the Focus was back in the 1980's when I was head of research at AT&T. I didn't have a thorough qualitative marketing research background and needed to learn as much as I could. I had seen Sharon moderate focus groups and do team building work for my organization at AT&T and was very impressed, so when I found out they were offering Sharpen the Focus, I took it. It was a significant learning experience. The course gave me additional skills I needed to run a market research organization and a greater appreciation of qualitative research. I was so impressed, I had them design a customized version for my staff at AT&T. Subsequently, I also took the advanced course. And, I have recommended it to many others.

Joel Reish moderator, Atlanta, Georgia		I've been successfully moderating for 17 years, but there were a lot of projective techniques I didn't know until I took the course. In Sharpen the Focus, I learned that projective techniques can be applied in many more settings and situations than I had been using them for. While I had been utilizing projectives for years, now I have a greater set of tools for meeting clients' research needs. I came away from Sharpen The Focus with new tools on my tool belt.

Angus McAllister President, McAllister Opinion Research, Vancouver		There are a lot of companies offering conventional training, but I was interested in learning about projective techniques and getting to the emotional drivers. I found The Looking Glass on the Web, and was really impressed by what I saw. We had done a lot of work recently in Europe where a lot of unique techniques are used, and we wanted to find training that would go beyond what is conventional. Sharon and Glenn did just that, and they were fantastic. Their knowledge was helpful and their creativity inspiring. It was thrilling learning their techniques. A minute's exposure to their ideas is worth an hour's exposure to another trainer's ideas. I'd definitely go to another one of their courses, and I've already recommended Sharpen the Focus to several people.

Lyn Ciocca Moderator and President, Wellness Resources Consulting		Rather than learning in a lecture setting, TLG training operates almost as a focus group. Our experiences were both as moderator and participant. The hands-on approach is really valuable -- it's how to best learn and integrate the information. Given the practice we had, it was very easy to apply the new knowledge. I also enjoyed Sharon's sharing of her expert projective techniques and experiences. It was not only great to see how they can be optimally used, but also how to best analyze. Part of the training revisits TLG's Snow White and the Seven Dwarfs -- a proprietary methodology to identify and properly manage the diverse personalities often found in focus groups. It's a great way for any level of moderator to profile and work with individuals to bring out their best contributions. I would recommend this course without question.

George Bouklas, Ph.D. psychologist in private practice in East Setauket, New York		Sharpen the Focus was a wonderful learning experience, and I found Sharon Livingston's ideas to be psychologically sound. There was a lot of meat about the group process. Dr. Livingston knows a tremendous amount about groups, and she described in detail how a moderator can help people put valuable experiences and sensations into words. Her Snow White and the Seven Dwarfs concept will no doubt fuel moderator research for years to come. She has ingeniously discovered seven basic personality types, which emerge in focus groups. She has captured important archetypes, revealing seven different facets of the modern personality. The point of qualitative research is to get the ineffable put into words, to reveal the benefit of a product in a way that directs the company in its further product design and marketing. Understanding the Dwarf personalities allows a moderator to get at the basic, unstated benefits of a product in a surprising new way. This is a stunning find, and Dr. Livingston shared it freely.

Janet Larson Moderator, Manhattan		I attended Sharpen the Focus because I wanted to explore new methods of understanding psychological motivation and widen my range of skills as a moderator. Learning projective techniques was extremely valuable. It provided new insight on how to get people to tap into their creative side on topics that don't normally lend themselves to creativity. The course was definitely a useful addition to my understanding and knowledge about qualitative research. Glenn and Sharon offer unique value as instructors because of their academic backgrounds and impressive track record with top flight companies. I appreciated having the opportunity to observe Sharon demonstrating her expertise. That was probably the most valuable part, because she is a gifted and compelling moderator.

Natalie Rubin, Psy.D Clinical psychologist, Greenlawn, New York		Sharpen the Focus is wonderful training. I took both the basic and advanced courses. Sharon and Glenn use such creativity and have so much enthusiasm when they teach that it makes the courses both informative and fun. I'm a clinical psychologist by profession, so it opened up my eyes to a whole new way of applying my psychology training. I found the information on handling the back room particularly eye-opening. It was very useful to know that the back room's agenda often isn't the same as the moderator's, that the back room can change its agenda in mid-stream - and you have to be prepared to adapt.

Ann Duke Manager, Marketing Research Services, The Uniroyal Goodrich Tire Company

Dear Sharon, I wanted you to know how thought-provoking and valuable your firm's focus group moderator workshop was for me. When I returned to the office on Thursday I shared all my excitement, enthusiasm and knowledge with my superior the Director of Marketing Research. He was quite impressed with the depth and scope of your three day seminar and felt I had definitely benefited from this experience. We are both anxious to apply these newly acquired skills and techniques. There were so many indication of a first-class operation the unique environment, the care and concern of all your staff members, the luncheon food, and the professional materials and brochures! Your dynamic personality was reflected in so many ways! During my 25 years in Marketing Research I have not experienced any training hat imparted as much useful knowledge and gave me the 'high' that this course did. Thanks so much for providing me with this opportunity.

			Iconicards Workshop