It is through decades of experience that one truly becomes a master of focus group design, recruiting, moderation, analysis and reporting. In Tom's case, this experience includes working for some of the brightest minds in marketing at the largest of research firms, agencies and end users, such as:
Moderator training should be designed and delivered by an expert with his or her own deep, current, and relevant experience and training. Driven more by practice than theory. Review Five Very Important Reasons (industries, clients, projects) why Tom is hired by global organizations, those who know and require masters in the art and science of focus group design and moderation.
Tom earned an academic scholarship at Oglethorpe University, and maintained a 3.3 GPA in graduate school at Georgia State University, taking every undergraduate and graduate course offered in marketing research.
Tom completed his Certified Focus Group Director (CFGD) training from Greeley Institute in 1999. This is similar to programs offered by RIVA Training Institute and Burke Institute.
While working on the client side in the New Products Research Group at Turner Broadcasting, Tom completed training in 2005 at Synectics on moderation for new product development purposes.
In 2009, Tom began offering custom training to organizations and individuals interested in learning best practices, maximizing ROI, what works, what doesn't and why in managing or moderating focus groups.
Ongoing client satisfaction surveys indicate that Tom compares favorably to other moderators across numerous dimensions. Yes, it's only 20 something of Tom's large clients - but most have significant experience with other moderators (on that note, see agency client text in between focus groups...).
It all starts with instruction that is geared to meet your needs and objectives.
When you know the craft well enough, you know and can fill the usual (or any) gaps.
A proven system of instruction, beta groups, review, Q&A, and post training support.
Instruction can be coordinated and implemented right before groups that are planned.
Audio or video review of each student's first group (post training) is included.
When design, recruiting, moderation, analysis and reporting are optimized - you obtain maximum ROI.