Focus Group Discussion – Moderator skill

A focus group is a type of interview and it seems like it would be simple to conduct, but focus group discussion is highly depends on the skill of moderator, who is going to moderate in focus group discussion. Besides 5 important skills that we have mentioned before [see “How to be a good focus group discussion moderator], there are several skills that a high quality moderator should have to effectively control a focus group discussion

A Good Moderator for Focus Group discussion requires multiple skills

Fast Learner:

A good moderator will need to have ability to study quickly, understand large amounts of information in short time. That moderator also has well knowledge about mentioned industry, client’s business and products to ask to correct questions and interpret respondents’ answers.

Conceptual Thinker:

By definition, qualitative research is exploratory in nature. Not only must the moderator be able to think conceptually, she needs to be able to help focus groups participants articulate their thoughts and responded to abstract ideas that may not be well developed.

Understands group dynamic:

The moderator needs to understand how groups work, how to structure and lead group processes, and how to help groups of people to fully interact and thoroughly explore the topic under discussion.

Sincerely interested in people:

Effective moderators are intrigued by people’s behaviors, thoughts and feelings – and their interest shows. They respect each person’s unique point of view and let each participant know their opinions matter. They are empathetic – able to walk in other people’s shoes and see things from the other person’s perspective

Neutral and objective:

Maintaining objectivity is essential to moderators. They must be able to remain neutral during the group discussion itself and able to analyze the output from a series of focus groups without personal bias and without being influenced by pre-conceived ideas of what the outcome might be.

Flexible and Open:

The best moderators are able to change direction quickly and effectively. They know when to pursue the unexpected – a participant’s unexpected line of thinking or an aspect of the topic that may generate valuable insight. They are flexible enough to take advantage of the natural ebb and flow of focus group discussions, while keeping the group on track to achieve the objectives of the session

Patient and Persistent

Good moderators know when to sit back and wait, how to watch, and when to probe and follow up. They are not only able to interpret body language, facial expressions and other nonverbal cues; they know how to use silence, how to encourage participation and how to ask for more information to deepen the quality of group discussion.

AMR Group is an expert in Vietnam and its markets. The team is local but with international training and experience, operating to global standards. AMR Group helps brands bloom in Vietnam through lean, focused & reliable marketing research from VINAMR Marketing Research & Consultants; marketing & brand strategy with AMR. VINAMR Marketing Research & Consultants provide world class lean, focused and reliable research through deep understanding of the brief, international quality field, professional data handling & decision-orientated analysis, action focused recommendation. AMR use insights from VINAMR Marketing Research & Consultants to deliver effective marketing & branding consulting, retail consulting & training, seminar & training: Brand War

Compiled by AMR Group (Marketing Research in Vietnam-Nghien Cuu Thi Truong Viet Nam) on 2014

Source: Strategic Initatives

For more articles, like us: www.amr.com.vn

For enquiries, email Mr. Nguyen Thanh Tung (CEO of AMR Group) research@vinamr.com.vn

AMR Group - Helping Brands Bloom in Vietnam

This article is compiled by AMR Group to provide updated information on markets. AMR Group puts the best effort to obtain the most accurate and timely information available from various reliable sources. The article should be best considered a reference and indicative only. It is not an offer or advice for any actions related to any assets. AMR Group provides no warranty or undertaking of any kind in respect to the information and materials found with, or linked to the report and no obligation to update the information after the report was released. AMR Group does not bear any.

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How to write a good qualitative report

All of us have acknowledged that focus group discussion is a helpful tool for data collection. The collected data then will be analyzed for marketing researchers to identify market insights and essential information about product/ service/ market/ industry. Qualitative research gives market researchers in-depth and information to understand consumers. It is synonymous with focus group discussion. In general, a research report will summarize what was said, draw inferences from what was said or not said in discussion. It is essential for a marketing researcher to have qualitative report writing skill to effectively deliver those market insights to marketing strategist.

Conducting a qualitative report requires several skills that are similar to conducting a quantitative report. The report contains data, information, and knowledge gained from qualitative research – focus group discussion and in-depth interviews.

 There are three formats for a good qualitative marketing research report:

• ·         Briefing Report
• ·         Summary report
• ·         Full report of Findings

Briefing Report:

• ·        Bullet points of major findings (answers research objectives)
• ·         One or two pages
• ·         Use the briefing report for quick reporting

Summary report of findings:

• ·         Headlines of findings
• ·         Supported by a handful of relevant word for word quotes
• ·         Includes major theme or big idea
• ·         Includes implications
• ·         Usually three to 10 pages
• ·         Use the summary report for executive reporting

Full reports of findings

This is a formal report and typically includes,

• ·         Title
• ·         Table of contents
• ·         Research objectives
• ·         Research Methods
• ·         Executive Summary
• ·         Detailed Findings by Major Topic: headlines with verbatim quotes
• ·         Implications
• ·         Includes major theme or big idea
• ·         Appendix
• ·         Interview Guide and Screener
• ·         Supporting documents
• ·         Transcripts

Full qualitative marketing research reports consist f 10 to 50 pages sometimes more

How to write qualitative marketing research reports:

• ·   Ask for whom are you writing the report. Are they executives, copywriters, product managers, advertising managers, marketing managers, sales managers, research managers and analysts?
• ·    Decide which report format to use brief, summary or full.. Outline the report using the format
• ·    Write information headlines. Develop information headlines from information labels in analysis.
• ·      Support information headlines with verbatim quotes. They are the evidence that supports information headlines.
• ·    Write headlines about major findings from information headlines. Findings answer the research objectives
• ·      Write major theory or thesis headlines
• ·      Write major implications headlines
• ·      Write a report title. It may be the major theme, or big idea. Treat the title as a headline. The title headline should entice people to read the report.
• Writing tips:
• Write marketing research reports in clear, plain English.

Write in the active voice. Make reports easy to understand. Management is busy. Most are not interested in the language of marketing research.

Write engaging headlines. Keep headlines concise, clear and to the point. Get attention with headlines. Motivate your readers to read on and pay attention.

Use enough evidence to support your headlines, but don’t bury readers with a pile of data, in a full report, se two or three verbatim quotes to support an information headline. Keep quotes to the point.

Deliver your main point, thesis, or punch line in the executive summary, or right at the beginning of the beginning of the report. Executives are busy and want to know how. The rest of your report supports your major thesis.

Write the first draft. Check for factual errors, then edit and rewrite. Edit a second time. Proofread. Read it out loud. Polish your report until you are proud of it

Your product:

Your report is your product. Make it look professional.

Clients often judge moderators by the quality of their marketing research reports. If you are conducting depth telephone interviews, clients do not ee you interview, so they judge you on your report.

Report content is most important, but the appearance of the report influences people’s perceptions and judgement. If you are presenting the report to clients, use a graphic designer to make the report look professional.

When you write reports, do the best you can.

A good report makes you look good. A good report makes your sponsor look good. A good report may get you repeat business. It may get you praise, and even a raise. A report s your product.

Conclusion:

Marketing research reports contains the information and knowledge gained from focus group discussion and in-depth interviews.

It highlights insights and knowledge gained from qualitative research. It is the evidence for your thesis

Use reports for direction and business decisions

AMR Group is an expert in Vietnam and its markets. The team is local but with international training and experience, operating to global standards. AMR Group helps brands bloom in Vietnam through lean, focused & reliable marketing research from VINAMR Marketing Research & Consultants; marketing & brand strategy with AMR. VINAMR Marketing Research & Consultants provide world class lean, focused and reliable research through deep understanding of the brief, international quality field, professional data handling & decision-orientated analysis, action focused recommendation. AMR use insights from VINAMR Marketing Research & Consultants to deliver effective marketing & branding consulting, retail consulting & training, seminar & training: Brand War

Compiled by AMR Group (Marketing Research in Vietnam-Nghien Cuu Thi Truong Viet Nam) on 2014

Source: focus group tips

For more articles, like us: www.amr.com.vn

For enquiries, email Mr. Nguyen Thanh Tung (CEO of AMR Group) research@vinamr.com.vn

AMR Group-Helping Brands Bloom in Vietnam

This article is compiled by AMR Group to provide updated information on markets. AMR Group puts the best effort to obtain the most accurate and timely information available from various reliable sources. The article should be best considered a reference and indicative only. It is not an offer or advice for any actions related to any assets. AMR Group provides no warranty or undertaking of any kind in respect to the information and materials found with, or linked to the report and no obligation to update the information after the report was released. AMR Group does not bear any responsibility for the compiled information, or any consequences arising from its use.

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What is Discussion Guide

Discussion Guide is an outline of the subjects that will be discussed in focus group discussions or in-depth interviews. Depends on different objectives of the research, as well as different industries / markets, discussion guide is customized to adapt with. However, there is a template that discussion guide should be followed to maximize market insights that market researcher is going to explore.

Discussion Guide is an outline of the subjects that will be discussed

A good discussion guide should first introduce objective of the research, introduce moderator and participants, and give some explanations to ensure quality of the research. Assuming there is a research about products and consumers’ perceptions to that product. Here is an example for introduction section of the group discussion:

The Objective of the research is understand potential customers’ perceptions on using the product

·         How the product is consumed and customers’ own opinion.

·         Learn about requirements and expectations from customers to the product

·         Identify unsatisfied needs from customers, or inability to afford customers’ expectations

·         Learn more about the current market situation

·         Learn about customers’ reactions to products

Introduction section:

·         Self-introduction from moderator to let all participants know about him/herself and willing to communicate with respondents

·         Introduce about the reason of the research and make clear that the collected information will be used for research purpose only

·         Encourage respondents to be free to share their own ideas, avoiding follow other respondents’ opinions because there is no right or wrong in the discussion.

In Discussion section of discussion guide, depends on objective of the research, different questions will be outlined for moderator to ask in the discussion. This guideline is helpful to guide moderator what to ask, how to ask, and when to ask in group discussion.

In order to effectively explore data in group discussion, the questions need to be asked in a logical way to drive flow of sharing information within group discussion. For example, moderator may ask about current product, current market, current opinion about the product/ service, then move to their expectation and satisfaction to product/ market etc. The last part of discussion section could be consumer’s opinions to improve brand performance and consumer’s perspective to planning product marketing strategy.

A good discussion guide does not guarantee success for research, but it allows researchers and moderators to explore the most data and insights that they want in a group discussion.

AMR Group is an expert in Vietnam and its markets. The team is local but with international training and experience, operating to global standards. AMR Group helps brands bloom in Vietnam through lean, focused & reliable marketing research from VINAMR Marketing Research & Consultants; marketing & brand strategy with AMR. VINAMR Marketing Research & Consultants provide world class lean, focused and reliable research through deep understanding of the brief, international quality field, professional data handling & decision-orientated analysis, action focused recommendation. AMR use insights from VINAMR Marketing Research & Consultants to deliver effective marketing & branding consulting, retail consulting & training, seminar & training: Brand War

Compiled by AMR Group (Marketing Research in Vietnam-Nghien Cuu Thi Truong Viet Nam) on 2014

Source: small business

For more articles, like us: www.amr.com.vn

For enquiries, email Mr. Nguyen Thanh Tung (CEO of AMR Group) research@vinamr.com.vn

This article is compiled by AMR Group to provide updated information on markets. AMR Group puts the best effort to obtain the most accurate and timely information available from various reliable sources. The article should be best considered a reference and indicative only. It is not an offer or advice for any actions related to any assets. AMR Group provides no warranty or undertaking of any kind in respect to the information and materials found with, or linked to the report and no obligation to update the information after the report was released. AMR Group does not bear any responsibility for the compiled information, or any consequences arising from its use.

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Marketing Research Methodology

Marketing Research is essential for business decision maker [see “why do market research”]. For different objective, different marketing research technologies and methodologies are applied by researchers. Fortunately, there are two type of marketing research:

secondary research is conducted in order to give market researcher an overview of product or service that gives market researcher idea to conduct primary research for deeper market insights

Secondary research: secondary research is conducted in order to give market researcher an overview of product or service that gives market researcher idea to conduct primary research for deeper market insights. Secondary research can be collected from previous marketing research reports, materials, or directories, press releases from trade associations. Sometimes, depends on research budget, market researchers only conduct secondary research.

primary research is a methodology that marketing researchers conduct their own market research

Primary research: Different to secondary research, primary research is a methodology that marketing researchers conduct their own market research to explore deeper market insights from target consumers’ respondents. By approaching qualitative and quantitative research, market research experts identify and evaluate insights to achieve objectives of the research. Depends on different objectives of research, primary research will give business idea how consumer’s perception to their products or services, how good of their advertisement campaign perceived by target customers, or how healthy their brand is in the market.

in depth interview - Qualitative research targets to identify consumers’ behaviors and their perceptions to brands, industries or markets. The result that marketing research experts gain is more descriptive rather than predictive. Marketing research experts approach in-depth interviews (IDIs); Focus Group Discussion(FGDs), diary and journal exercise and in-context observations to collect data. Depends on different objectives and budgets, such research may be conducted in person, by telephone, or video conference.

Quantitative research is a methodology that marketing research experts use to quantify an issue through analyzing numerical data. Normally, consumers attitudes, opinions, behaviors are quantified, with a huge sample size. This methodology is more structured than a qualitative research. In order to approach this methodology, marketing research experts apply online survey, paper survey, mobile survey, personal interviews, telephone interview, etc. to collect numerical data.

AMR Group is an expert in Vietnam and its markets. The team is local but with international training and experience, operating to global standards. AMR Group helps brands bloom in Vietnam through lean, focused & reliable marketing research from VINAMR Marketing Research & Consultants; marketing & brand strategy with AMR. VINAMR Marketing Research & Consultants provide world class lean, focused and reliable research through deep understanding of the brief, international quality field, professional data handling & decision-orientated analysis, action focused recommendation. AMR use insights from VINAMR Marketing Research & Consultants to deliver effective marketing & branding consulting, retail consulting & training, seminar & training: Brand War

Compiled by AMR Group (Marketing Research in Vietnam-Nghien Cuu Thi Truong Viet Nam) on 2014

Source: small business development corporation

For more articles, like us: www.amr.com.vn

For enquiries, email us research@vinamr.com.vn

This article is compiled by AMR Group to provide updated information on markets. AMR Group puts the best effort to obtain the most accurate and timely information available from various reliable sources. The article should be best considered a reference and indicative only. It is not an offer or advice for any actions related to any assets. AMR Group provides no warranty or undertaking of any kind in respect to the information and materials found with, or linked to the report and no obligation to update the information after the report was released. AMR Group does not bear any responsibility for the compiled information, or any consequences arising from its use.

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What happen in focus group discussion and what are requirements from a moderator

Some group moderation skills are essential to guarantee the success of focus group discussion

The moderator will never let the group discussion out of control, or let the discussion becomes too aggressive

Leadership skill:

Participants who are qualified for focus group discussion come from different location, have different personality, gain different experience from the products/ market/ industry that focus group discussion is talking about, therefore, it is essential for a moderator to be determine to fulfill the objective of the discussion. The moderator will never let the group discussion out of control, or let the discussion becomes too aggressive to ensure dynamic research and friendly sharing environment.

good moderator identifies the potential verbal insights from participants, which give more market insights to market researchers.

Listening skill:

In dynamic research environment, good moderator verbally guides the discussion of group through asking questions and questioning the answer or viewpoint, but most of the time, moderator spends time to listen to answers of participants. Through listening participants, good moderator identifies the potential verbal insights from participants, which give more market insights to market researchers.

Flexibility:

Good moderator needs a flexible attitude to adapt to different focus group discussions. For example, Moderator’s verbal and non-verbal communication needs to be different between group of high class customers and low class customers. Besides, to provide a willing to share environment of participants, a good moderator generally rotate the upcoming questions, based on the flow of conversation. They will never move to the next part of discussion, then go back to the story that group members have talked about.

Topical Expertize:

A good moderator has ability to understand language used by respondents. In addition, it is not necessary to say that good moderator will have some insights about the topic of discussion in order to ask right follow up questions for deeper How market insights support the success of business.

Discernment:

Good moderator draws out the thoughts and perceptions from all respondents within the group, because sometimes, some respondents are not willing to share their own opinions, or even worse, they just follow opinions from other respondents. Good moderator encourages expression and contribution from each respondent to achieve market research objective.

If you find this article is interesting, we’d appreciate for your likes and shares

AMR Group is an expert in Vietnam and its markets. The team is local but with international training and experience, operating to global standards. AMR Group helps brands bloom in Vietnam through lean, focused & reliable marketing research from VINAMR Marketing Research & Consultants; marketing & brand strategy with AMR. VINAMR Marketing Research & Consultants provide world class lean, focused and reliable research through deep understanding of the brief, international quality field, professional data handling & decision-orientated analysis, action focused recommendation. AMR use insights from VINAMR Marketing Research & Consultants to deliver effective marketing & branding consulting, retail consulting & training, seminar & training: Brand War

Compiled by AMR Group (Marketing Research in Vietnam-Nghien Cuu Thi Truong Viet Nam) on 2014

Source: small business

For more articles, like us: www.amr.com.vn

For enquiries, email Mr. Nguyen Thanh Tung (CEO of AMR Group) research@vinamr.com.vn

This article is compiled by AMR Group to provide updated information on markets. AMR Group puts the best effort to obtain the most accurate and timely information available from various reliable sources. The article should be best considered a reference and indicative only. It is not an offer or advice for any actions related to any assets. AMR Group provides no warranty or undertaking of any kind in respect to the information and materials found with, or linked to the report and no obligation to update the information after the report was released. AMR Group does not bear any responsibility for the compiled information, or any consequences arising from its use.

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Focus Group Discussion: Why Marketing Research Experts love it

A market research expert will never ignore focus group discussion in exploring market insights because of obvious benefits that focus group discussion offering market research experts.

Obviously, market researchers are able to communicate directly with a group of consumers, which allow them to ask questions that probe deeply. In other word, Market Researchers will notice the necessary missing information to explore it from numbers of respondents, and then market insights can be explored well.

When a market researcher directly communicates with group of consumers, it is easier to understand a market insight

When a market researcher directly communicates with group of consumers, it is easier to understand a market insight rather than market researcher learns from complicated data and statistics.

A deeper exploration for market insights is likely expected because market research expert may observe gesture and other non-verbal communication, which may give more insight about a product, brand or market.

However, conducting a focus group discussion about a particular product / brand or market does not guarantee the success of a product / brand in that market. There will be several reasons for this failure.

First of all, because of limited budget, the market sample size is not large enough to give market research expert the confident information from market.

Unable to manage focus group discussion as planned, which leads to the failure in collect correct market insights of market researchers

It is very complicated to control a focus group discussion because sometimes, market research expert is not able to manage focus group discussion as planned, which leads to the failure in collect correct market insights

Sometimes, it is not the fault of market research expert, but consumers are not willing to share their direct opinions because they are scared in peer communication, uncomfortable environment of focus group discussion that makes market researcher cannot explore the market insights.

If you find this article is interesting, we'd appreciate your shares and +++
However, comparing the pros and cons of focus group discussion to market research conducting, it is still a supportive tool to explore market insights for market researcher.

AMR Group is an expert in Vietnam and its markets. The team is local but with international training and experience, operating to global standards. AMR Group helps brands bloom in Vietnam through lean, focused & reliable marketing research from VINAMR Marketing Research & Consultants; marketing & brand strategy with AMR. VINAMR Marketing Research & Consultants provide world class lean, focused and reliable research through deep understanding of the brief, international quality field, professional data handling & decision-orientated analysis, action focused recommendation. AMR use insights from VINAMR Marketing Research & Consultants to deliver effective marketing & branding consulting, retail consulting & training, seminar & training: Brand War

Compiled by AMR Group (Marketing Research in Vietnam-Nghien Cuu Thi Truong Viet Nam) on 2014

Source: Howstuffworks

For more articles, like us: www.amr.com.vn

For enquiries, email us research@vinamr.com.vn

This article is compiled by AMR Group to provide updated information on markets. AMR Group puts the best effort to obtain the most accurate and timely information available from various reliable sources. The article should be best considered a reference and indicative only. It is not an offer or advice for any actions related to any assets. AMR Group provides no warranty or undertaking of any kind in respect to the information and materials found with, or linked to the report and no obligation to update the information after the report was released. AMR Group does not bear any responsibility for the compiled information, or any consequences arising from its use.

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