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On Demand

On Demand - Mind Your Rs, Ps and Qs Webinar 2: Getting Below Top-of-Mind

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Jo Ann Hairston
56 Minutes
Audio and Video
Original Program Date:
Jan 13, 2023


QRCA is excited to partner with RIVA on three 60-minute webinars led by Jo Ann Hairston that will help qualitative professionals level up their skills. These webinars will improve attendees' guides, help quallies go deeper to get better information from respondents, and enhance the way focus groups are run. Join us for the second webinar in this 3 part series! Click here to register for all three at the best rate - BUNDLE

Cost for all three: $125 for members/$200 for non-members || Cost for individual webinars: $50 for members/$75 for non-members 

Originally offered January 13 at 11 am ET — Getting Below Top-of-Mind

Most moderators have good techniques to get respondents to answer questions. Good moderators have an arsenal of methods to invite respondents to “go deeper, ” “say more,” “expand the rationales,” and/or explain the basis for a point of view. This webinar will cover:

· What is “top of mind” – and what is up there?

· RIVA suggested probes to get respondents to thoughtfully access information before surface answers

· The philosophy of what makes a good probe

There will also be an opportunity to provide an open forum to discuss probing.




Jo Ann Hairston's Profile

Jo Ann Hairston Related Seminars and Products

RIVA Market Research & Training Inst

The work Jo Ann does for RIVA is diverse. She works in both the Research and the Training division, shifting hats with ease. As a researcher she is – assigned to focus group projects that range from medical issues to health and beauty aids and from politics to new products. After leading more than 3,200 groups, and earning the title Master Moderator, Jo Ann helps clients access POBAs [Perceptions, Opinions, Beliefs and Attitudes] from respondents that range from homemakers to the homeless and from ages 7 to 97.

As a Co-Founder of the RIVA Training Institute she serves as a Master Trainer and developer of the framework and curriculum for both standard courses and custom courses designed to meet the needs of clients in a variety of industries. She is a credentialed Master Coach for Qualitative Researchers, as well as, individuals transitioning from one career to another.