Moderation

Our team of moderators collectively has extensive experience amounting to around 60 years. They have researched the retail, hotels, restaurants, health clubs, home care, personal care etc etc sectors. They can moderate focus groups typically of 5-10 members, conduct depth interviews, run laddering studies and in home observations.

The Blue Yonder team are particularly experienced in the creative use of stimulus material, hotshops using our multiple viewing rooms and recall groups. We have also used consumer empathy sessions* which are great for insight generation among client groups.

New for 2008 will be the use of NLP*questioning to really uncover consumers’ deeper motivations and their goal driven behaviour.

We have successfully used moderation for trends research, concept development, pack design, and gross negatives research following in home product use.

We can of course design the most appropriate qual study for your needs working from initial brief right through to debrief. Our state of the art video analysis and web streaming mean that insights can be very clearly demonstrated for our clients at times and in locations to suit themselves.

*Empathy sessions involve clients directly in the research by asking them to role play a particular consumer in a mock group immediately before the actual group. Clients can then compare their expectations of that consumer’s motivations and behaviour with their actual motivation and behaviour as described in the group. This is a great moderation technique that really brings the focus group to life and engages clients with the research.

*Neuro Linguistic Programming seeks to understand consumer behaviour by seeing the goals that they are tying to achieve through their product choice. It can also determine how strongly people are motivated towards satisfying those goals.