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.
|Getting Below Top of Mind Handout (848.4 KB)||Available after Purchase|
Jo Ann Hairston, Master Moderator and Master Trainer, has been part of RIVA Market Research & Training Institute since its inception in June, 1981. She serves as a Master Moderator providing qualitative research services via focus groups and in-depth interviews with consumers about products, services and ideas. Since 1981, Jo Ann has conducted more than 3,200 focus groups and in-depth interviews with nearly 30,000 individuals from age seven to 90 across all walks of life.
In addition to serving as Master Moderator, Jo Ann is also a Master Trainer, and a co-founder of the RIVA Training Institute where she has written curriculum and trained many of the more than 6,000 students that have taken classes.
From 1988 to 2004 Jo Ann was Sole Proprietor of VARI Market Research and conducted qualitative research on behalf of Fortune 500 companies seeking insight into consumer attitudes and behavior. She continued teaching with the RIVA Training Institute and moderating with RIVA Market Research throughout this period.
She has a B.A. in Psychology from American University and has participated in training for group dynamics, as well as, The Creative Problem Solving Institute [CPSI]. In addition, she is a graduate of the Behavioral Coaching Institute, a credentialed Master Coach and certified to administer and analyze The Highland Assessment Battery [THAB], a test that distinguishes between skills (which are learned) and abilities (which are hardwired) and can greatly affect life choices in terms of career and work environments.
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