How to moderate groups - the Qualitative Research Workshop

"Well, we all know you can get a focus group to say anything you want" (Radio 4 'Today' Programme)

However, trying to get a focus group to say what you want is not really what qualitative research is about.

If you want to learn more about how to moderate groups properly, especially if you are a 'self taught' moderator who learned from watching others and were never properly trained, this course is for you. Naturally it is impossible to learn everything you need to know in a couple of days, and no-one should expect that, but you will gain valuable input to developing your long-term skills. This is one of the APG's most highly rated courses and provides hands-on practical coaching in moderating groups, under the guidance of top qual researchers.

The course begins with a research group on the Wednesday evening, a role reversal session where you will experience what it's like to be be a respondent participating in a group discussion looking at an everyday brand.

Then we will reconvene for two days in the viewing studio to learn the theory and practice.  This will include practical sessions where you will moderate a group of real-life respondents and learn how to observe and interpret focus group sessions. 

What delegates have said about this course:

"The key thing was the experience of being in a group then trying to apply the learning in practice"
"Excellent course, this is a must for planners regardless of experience"

Who is the course for?

This qualitative research workshop is aimed at planners in advertising agencies. It is designed to enable a planner to improve his or her own creative development research, especially in a new business context. Delegates will not be able to participate effectively in this course unless they are completely fluent speakers of English and they have a good knowledge of UK brands and the UK market in general.