by Neal Sandin | Oct 30, 2015 | On moderating
In my own experience, when I become overly focused on the mechanics of moderating (i.e., following techniques by the book, etc.), my moderating has suffered. Going into various techniques (e.g., laddering) can help in getting questions answered or getting better...
by Neal Sandin | Oct 13, 2015 | On moderating
Do the discussion guide. In the moderator’s quest to impress their clients, to uncover key insights, he/she might become overly complicated in their moderation. This can have some unintended consequences. If the moderator makes sure that the questions are at least...
by Neal Sandin | Sep 4, 2015 | On moderating
When conducting a focus group, or even an in-depth interview (IDI), there are a lot of factors that can derail the proceedings. Respondents could be fakers (i.e., lying during the screening process), late, inebriated, offensive, dominating, or simply quiet. All of...
by Neal Sandin | Jan 14, 2015 | Branding
When working in a business, it is very important to know the reason behind the business. In other words, what is the business in business to do? In answering this deceptively simple question, one must look beyond the PR and make an honest assessment of the...
by Neal Sandin | Jan 14, 2015 | Branding
A strong brand is unique because a brand is a specific promise to a specific audience. The promise effectively delineates the brand’s market. If the people behind the brand do not know what they are promising, or to whom they should be delivering, then the brand is...
