Focus Group Moderators: Those Who Know The Craft
All focus group moderators are not the same. Hence, focus groups being designed and conducted may or may not generate useful information for the marketer. Focus group moderators who are well trained and experienced in the art and science of qualitative research are more likely to give you what you need, namely:
- They determine, given your goals, if focus groups are indeed the best methodology.
- They design the study such that the recruiting is administered appropriately.
- They construct the discussion guide in ways that insure that objectives are adequately addressed.
- They deliver actionable reporting that enables the client to realize maximum value from the research engagement.
Tom Beggs has conducted hundreds of focus groups and thousands of in-depth interviews, usability sessions, etc. for research firms, ad agencies, PR firms, publishers, and end users in the U.S. and abroad. Tom's clients include firms of all types and sizes ranging from internet start ups to AT&T, Siemens, and Microsoft. Examine the About Tom section of this website to find out more about why Tom should be the moderator of choice for all of your focus groups.
