Who we are
Francesca Runza is our principal moderator and has 27 years’ experience in ethnographic and market research. Her formative years in marketing research were developed on the supplier and client sides where she learned the nuts and bolts of qualitative and quantitative research and studied issues in customer satisfaction, product development and advertising. She further developed her skills at 3 advertising agencies, Saatchi & Saatchi/Conill Advertising, Hill Holliday Connors Cosmopolus and J. Walter Thompson, where she focused on strategic and creative development, corporate image, brand tracking and ethnographic research in the general and Hispanic markets. Francesca's moderating style is warm and enthusiastic. Her sense of humor and genuineness encourages open and dynamic discussions in groups or one-on-one environments. Work as a producer and correspondent for a local radio show in the past has trained her to find the story within every study.
"In working with All In Moderation, you can expect a high level of partnership. We treat your projects as if they were our own.
Adapting to last-minute changes with ease is part of being a good moderator and a skill that can have a calming effect on clients who are getting pressures from their internal colleagues. Change is an inevitable part of qualitative research since it is not a rigid tool. Even if the stimuli do not change, a moderator should encourage clients to evolve the guide as you move through the research and learn new information to get the most out of your project.
- If a technique is not working, it needs to be changed – mid-group sometimes.
- New products are developed during the group and questions or directions on where to take the product or even the product itself will change.
- Creative work is almost always evolving so that focus groups are not used as a sledgehammer, but as a mechanism for understanding how the message is being received.
Whether or clients are market researchers or executive management, we deliver results with honesty, offering guidance and direction, in a diplomatic manner. We are particularly experienced and sensitive researching creative work and new products, and strongly believe in controlling the research environment in a way that gives new ideas enough room to breathe and creative work the latitude to develop. However, if it is clear that the creative work or ideas need more development to achieve marketing objectives, our moderators are able to convey the facts and the supportive reasoning and feelings with straightforwardness, clarity and sensitivity to the idea generators.
Our experience is based on a solid foundation in quantitative and qualitative marketing research.
- The skills, tools and experience in analyzing research results are rooted in having learned the nuts and bolts of conducting a variety of studies at research suppliers.
- Moving to the client side, we became seasoned in moving within a corporation while managing larger research projects, working with department heads and executive management across the corporate disciplines.
- Building on this background, we focused our attention towards all aspects of communications research, account planning and strategic planning working in top advertising agencies with audiences that ranged from clients, account managers, creative and media experts.
- Managing research budgets to get the most out of our projects is also an invaluable contribution to our experience.
- Over the years, we've conducted research from various perspectives and for a variety of audiences giving us a well-rounded perspective on our clients' needs and how to service them.
What should be our advertising message? Where and when will our customers be most receptive to our message? What is the problem we are trying to solve? How do we position this product in the market? These are some of the questions clients ask in which the path to the answers is not always neatly mapped out. As a researcher, it is our job to look at the issues from various angles and develop a research plan that includes all forms of investigation, not only primary research.
Preliminary work can include:
- studying the competitive advertising in the category
- exploring other industries that behave similarly to the product
- making sense out of statistical data about where the product has been
- defining the problem and determining if this a problem that advertising can solve
Our background in developing strategies for communications gave us experience with these and other non-linear ways of strategically planning for the marketing of a product. With this approach, our clients are not only learning about their target audience, but the whole environment in which the product will be seen and marketed.
Every client wants the silver bullet. We understand that as we have been on the client side ourselves. The silver bullet can arrive in many forms and it is not always neatly wrapped up in a focus group, to be honest. Sometimes it is found in other areas that affect the creative, marketing or even distribution of a product. An insight, just like a great idea, can come from anywhere. However, the potential for eliciting information that leads to a critical insight is always present in qualitative research – in the stories about how your product is thought of, how your customers want to be portrayed in your advertising and something as simple watching your product being used. A moderator (and client) with good listening skills, a strong instinct on whether to pursue a line of questioning and the ability to put it together afterward is what makes qualitative research a great tool for understanding how your product, service or advertising campaign fits into the lives of your customers.