Product Research Facilitator

Product Research Facilitator

How Taking Part in Qualitative Market Research Makes You See The World Differently

Posted on February 23, 2018 in Uncategorized

If you have ever taken part in a market research focus group or group discussion, it’s possible that you might have come out of the process unclear as to exactly what was achieved. When we talk to people about their experience of research participation, they nearly always report having had a fun and interesting time -but sometimes they wonder exactly what the people commissioning the research can have learned from their contributions, and how exactly they earned their cash incentive payment (typically £30 to £50 at current UK rates)

Of course sometimes the exercises used in research are very direct and obvious: If the research facilitator asks the group to compare two images and discuss what they like about each of them, which is most effective, which they prefer and why… as a research participant you will surely listen to the question and consider it, then try to respond to it as honestly and fully as possible.

That is fine, when this kind of considered response is required. But sometimes researchers need to go deeper. We relate to the brands around us in a wide range of ways, some of them consciously (‘I love Brand X, but Brand Y has gone down hill lately’), but other relationships are much more subtle. You might have sentimental feelings for brands from your childhood, or unconscious connections and memories suggested by a logo or piece of packaging. An advert or theme tune might really grate on you for reasons you have never thought about, and probably don’t really care about… but the people marketing that brand do care, and that is why they are paying for these focus groups!

So the researcher might ask you to do some things that seem a little bizarre at face value. We have seen participants asked to close their eyes and imagine what a brand of detergent would be like if it were a country – what kind of climate it might have, what governance, what the national dish might be. Sometimes people have said afterwards that they felt they gave a silly answer, because they had no idea what they were supposed to say… but that ‘top of head’ response can often tell the market researchers a great deal about the impressions their products are making, especially when they compare the responses from a range of different research participants.

Other researchers might get you to draw a picture of how an event made you feel, or imagine two different makes of car were people you met at a party – and then think about how they might introduce themselves and what they’d be wearing, and so on.

It’s all about getting you to think about the familiar in new and different ways, and it’s fascinating to observe or be a part of. We all make hundreds of tiny decisions every day, to buy that kind of shampoo or visit that website over there… each of our individual decisions might seem inconsequential, but when we’re talking about brands used all over the world these decisions scale up staggeringly. Market Researchers seeking to understand and learn from this behaviour have evolved intriguing tools to explore how our minds make these decisions, and being part of this is great fun.

Strategy Facilitator: Align Organizational Thinking

Posted on February 22, 2018 in Uncategorized

Organizations hold meetings for a number of different reasons. Whether the organization is looking to tackle a major problem or wishes to focus on new objectives, meetings are a great way to get everyone within the organization on the same page. Yet businesses might find that if the meeting is not lead effectively, it will be inefficient and ultimately ineffective. While companies might be tempted to put an organizational leader in charge of a gathering, it is better if they hire a facilitation expert. Depending on the company’s need, experts can be found that specialize in a number of areas, like a teambuilding facilitator or a strategy facilitator.

What do these experts offer?

Facilitation experts provide support before and during the meeting.

How do they prepare before meetings?

Prior to the meeting, these professionals will research the company and the problems it hopes to address by interviewing the organization’s leaders. When a teambuilding facilitator is brought in, he or she might sit down with members of the group individually to try to learn if personality conflicts or biases are holding back productivity. Similarly, a strategy facilitator could meet with organizational leaders to understand the current strategy and how it aligns with the company’s goals. Using the information collected from interviews and independent research, the professional will prepare a comprehensive report that participants will receive before the day of the discussion. With this information, everyone will be on the same page and the facilitator will not have to worry about working with a group in which nobody can see the big picture.

What is their role during the meetings?

These professionals are primarily in charge of leading the discussion. The big reason that internal employees should not handle this task is because they might bring their own biases into the room. Internal employees might allow certain individuals to dominate the conversation and might even put down or reject certain ideas before others have had a chance to respond to them. Consequently, potential solutions are never considered and individuals will even become reluctant to speak up. The facilitator will use a previously prepared agenda to make sure that certain topics or questions are covered, and will direct the discussion back on-topic if the group goes off on a tangent.

The above-mentioned are general duties covered as some facilitators will handle specific tasks, depending on the type of meeting. A strategy facilitator will have to make sure that a consensus is reached when the team thinks that it has determined a strategic direction to follow. He or she must also ensure that all team members understand their role in helping the organization reach its goals. A teambuilding facilitator will teach and lead exercises or games that companies can use to develop teambuilding skills. This individual might also have to settle personality conflicts, usually by addressing the problem rather than the personalities.

To find a strategy facilitator or teambuilding facilitator that will help the company reach its goals, organizational leaders should consult an online database to find individuals with the right mix of training and experience from similar companies.


Meeting Facilitation: The Aspects of Becoming Successful

Posted on February 21, 2018 in Uncategorized

In business, facilitation refers to the successful running of a productive and impartial meeting, without leading or distracting the group from the main goal. Facilitators aid in meetings that involve a decision, finding a solution to a problem, and in the exchange of ideas for discussion.

Meetings are the perfect avenue to do find resolutions as they are where people come together to work on a common goal. Good and effective meetings include: a) one goal that everyone is familiar with. b) A plan to reach those goals. c) Understanding that everyone comes from different backgrounds, therefore, opinions and points of view will vary. d) A sense of responsibility and involvement with the company and one another.

One single and simple way to achieve a successful meeting does not exist. Building synergy usually comes with experience and cooperation from the group. The more people are aware of good group dynamics, the easier the job of the facilitator, and the more productive the end result.

Some of the aspects of facilitation include the following:

The role of the facilitator – Their task is likened to that of a mediator, who helps out in the process during a grievance, but not involved with what occurred before and what happens after. These are individuals who assist groups of people to effectively reach a goal and work diligently toward accomplishing that goal. They do not take sides or express their points of view, allowing the floor to discuss among themselves.

Consulting with the client – A third-party individual affiliated with another company may seek out the help of the facilitator. This usually involves business deals that include both companies to work together towards a common resolution. The facilitators will be able to understand the purpose and the best expected outcome.

Making arrangements – The meetings are to be arranged and managed by the facilitator. This involves the location to be approved by the participants and the acceptance of the invitation by those needed to be in attendance. This aspect involves researching for background information regarding why the meeting is being held in the first place.

Setting the agenda – In compliance with the previous aspect, this field also involves understanding in detail how each goal can be reached and how long it could take. With enough experience and practice, facilitators explain to the participants the issues and each possible course of action.

Understanding group norms and dynamics – Given that everyone comes from a different department, culture, and background, having enough knowledge on group dynamics can help the overall flow of the discussion and the productivity of the team. Facilitators should not make assumptions, but rather adapt to the differences. They should also be aware of the body language of each participant, and make sure everyone is comfortable.

All of these aspects make up sound and effective facilitation, with improvement noticeable in following meetings. At the conclusion of each gathering, everyone should have a sense of what to expect at the next showing. It is also critical for the facilitators to ask the group what they believe should happen next.