Moderating to the Max: A Full-Tilt Guide to Creative Insightful Focus Groups and Depth Interviews - Hardcover

Jean Bystedt, Siri Lynn, and Deborah Potts, Ph.D. met on the path of professional exploration and growth in the early 1990’s. All three are independent qualitative research and creativity consultants who collaborate frequently with one another on strategic marketing and new product initiatives. They are active members of the Qualitative Research Consultants Association (QRCA) and the Creative Education Foundation, senior trainers at RIVA Moderator Training Institute, and leaders at the Creative Problem Solving Institute (CPSI). They are united in a strong desire to contribute to best practices and advance the level of professionalism and innovation within the field of qualitative research. Jean is the principal of J. Bystedt & Associates in Chicago, IL. In her non-business hours she unashamedly indulges in numerous personal passions including: improvising, singing, studying art history, attending theatre, and listening to jazz. Siri is the principal of Idea Exchange in Fairfield, CT. When not doing project work, Siri manages to enjoy lots of vacations, social events, and at least one or two classes or conferences a year, all under the guise of challenging and expanding her thinking. Deborah is the principal of Deborah Potts & Associates, based just outside of Louisville in Prospect, KY. In her spare time, she loves being out-of-doors —hiking, biking, swimming, boating, or just plain walking. She’s also making herself at home in Kentucky, attending any bluegrass music event she can find.

"A detailed guide to a variety of moderating techniques that are creative and useful." -- Judith Langer, Sr. Vice President, Roper/ASW

"Moderating to the Max showcases the art of qualitative research and illustrates how to maximize its potential." -- Michael Angelovich, Sr. Partner, Group Brand Planning Director, Young & Rubicam

"This book should be required reading for anyone who wants to get the most from the qualitative experience." -- Mary Kuklinski, Director of Consumer Research, The Valvoline Company