PDF Ebook Moderating to the Max: A Full-Tilt Guide to Creative Insightful Focus Groups and Depth Interviews, by Jean Bystedt
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Moderating to the Max: A Full-Tilt Guide to Creative Insightful Focus Groups and Depth Interviews, by Jean Bystedt
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Moderating to the Max provides you with detailed instructions for more than 20 techniques that will deepen focus group findings and bring life to a fading group. From perceptual mapping to personification, you will never again have to guess whether the technique is the right one for the occasion. This guide will enhance and broaden the work of moderators who already have a good foundation. With myriad examples and illustrations, the book's emphasis is on "play" and how fun exercises can inspire focus group respondents to reveal deeper motivations.
- Sales Rank: #2149725 in Books
- Published on: 2003-08
- Ingredients: Example Ingredients
- Number of items: 2
- Binding: Hardcover
- 150 pages
Review
"A detailed guide to a variety of moderating techniques that are creative and useful." -- Judith Langer, Sr. Vice President, Roper/ASW
"Moderating to the Max showcases the art of qualitative research and illustrates how to maximize its potential." -- Michael Angelovich, Sr. Partner, Group Brand Planning Director, Young & Rubicam
"This book should be required reading for anyone who wants to get the most from the qualitative experience." -- Mary Kuklinski, Director of Consumer Research, The Valvoline Company
About the Author
Jean Bystedt, Siri Lynn, and Deborah Potts, Ph.D. met on the path of professional exploration and growth in the early 1990’s. 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 (QRCA) and the Creative Education Foundation, senior trainers at RIVA Moderator Training Institute, and leaders at the Creative Problem Solving Institute (CPSI). They are united in a strong desire to contribute to best practices and advance the level of professionalism and innovation within the field of qualitative research. Jean is the principal of J. Bystedt & Associates in Chicago, IL. In her non-business hours she unashamedly indulges in numerous personal passions including: improvising, singing, studying art history, attending theatre, and listening to jazz. Siri is the principal of Idea Exchange in Fairfield, CT. When not doing project work, Siri manages to enjoy lots of vacations, social events, and at least one or two classes or conferences a year, all under the guise of challenging and expanding her thinking. Deborah is the principal of Deborah Potts & Associates, based just outside of Louisville in Prospect, KY. In her spare time, she loves being out-of-doors —hiking, biking, swimming, boating, or just plain walking. She’s also making herself at home in Kentucky, attending any bluegrass music event she can find.
Most helpful customer reviews
3 of 4 people found the following review helpful.
Moderating to the Max
By Rusty Wilson
They say you can't judge a book by its cover, but this is the exception to the rule. While the information in the book has genuine value, I found it to be lacking in depth. The descriptions of the various activities were rather like a cookbook; all the ingredients are listed, and there's a description of what to do, but for my money, that's not nearly enough, when you're talking about the complex psychology of digging beneath the surface, trying to determine the root causes of behavior, the emotional triggers for respondents' choices.
I'm sure the authors are outstanding practitioners, creative and playful, and there are a number of very good exercises listed in the book. If that's all you need, this may suffice. But if you're looking for a deeper, more meaningful understanding of how to get beneath the surface with your focus group participants, I'm afraid you'll find the content comes up short. Kind of like comparing the stick figure drawings on the cover and throughout the book with a photograph or a well executed, highly detailed oil painting.
2 of 2 people found the following review helpful.
Jean Bystedt (author) uses this book in RIVA course
By M. Richards
I was fortunate to be able to attend RIVA's Toolbox class and go through this book with Jean herself. It is a wonderful collection of tools and techniques and will open the mind of even the most experienced qualitative researcher. One of the pieces I found most helpful for my team was the guide in the book that links "what you want to learn" to "what tools you should use to get there". Great book for beginning practitioners and experienced alike.
1 of 1 people found the following review helpful.
Its so basic that you don't even need to read it
By L. Conklin
Waste of money when most of the information is so obvious you would basically know this without reading it. Don't bother buying.
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