Buy and sell non-proprietary qualitative moderation techniques and tools.
Have you ever been writing a discussion guide and needed an idea for a question or focus group moderation technique that caused you to dig through your old discussion guides? While some of the specifics of guides and / or focus group moderation techniques are confidential, others get recycled in new and different ways. AIM Marketplace is a platform where you can look for new ideas or share your experience.
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TECHNIQUE
Category Sort
A useful technique for understanding how consumers view a product category and the brands within it. Helpful at the start of a category discussion.
TECHNIQUE
Picture Sort
Can be used in so many situations for understanding difficult-to-articulate perceptions and anything that requires a respondent to draw upon his or her emotions.
TECHNIQUE
Debate
A technique that is used when trying to give direction to product or creative teams on how consumers feel about product features or issues within a category.
DISCUSSION GUIDE
New Concept Exploration
Discussion guide question wording and sequence in rapidly evaluating many new concepts in written form to eliminate several prior to additional research.
TECHNIQUE
Picture Positioning
This technique incorporates visuals into the discussion and allows respondents the opportunity to be exposed to different expressions of the same positioning.
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