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Moderator Training Testimonials
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What I gained from Sharon and Glenn Livingston's Advanced Moderator Training course was a broader range of projective techniques and a more in-depth understanding of how and when to use them. This additional expertise is what you need to deliver fresh insights to sophisticated clients who have seen many moderators in action. For example, I now am better able to ad-lib a projective line of questioning to explore an unexpected attitude that pops up in a focus group. In my 10 years as a moderator -- and nearly 20 years as a research consultant and former marketing professor -- I have attended a number of seminars and conference presentations that covered projective techniques, and have read various books and articles on qualitative research. Still, most of thecontent was new and enlightening for me. In fact, a couple of the techniques seemed counterintuitive at first, but we did experiential exercises that demonstrated how they work. Glenn and Sharon tap their backgrounds in clinical psychology, which is, after all, the field that created projective methods. Course participants also benefit from the Livingstons' extensive experience in applying their behavioral-science expertise to all kinds of marketing problems.
Peter J. DePaulo, Ph.D.
independent qualitative & quantitative research consultant based in suburban Philadelphia, and Associate Editor, Journal of Advertising Research
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Sharpen the Focus is wonderful training. I took both the basic and advanced courses. Sharon and Glenn use such creativity and have so much enthusiasm when they teach that it makes the courses both informative and fun. I'm a clinical psychologist by profession, so it opened up my eyes to a whole new way of applying my psychology training. I found the information on handling the back room particularly eye-opening. It was very useful to know that the back room's agenda often isn't the same as the moderator's, that the back room can change its agenda in mid-stream - and you have to be prepared to adapt.
Natalie Rubin, Psy.D
clinical psychologist, Greenlawn, New York
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I've been successfully moderating for 17 years, but there were a lot of projective techniques I didn't know until I took the course. In Sharpen the Focus, I learned that projective techniques can be applied in many more settings and situations than I had been using them for. While I had been utilizing projectives for years, now I have a greater set of tools for meeting clients' research needs. I came away from Sharpen The Focus with new tools on my tool belt.
Joel Reish
moderator, Atlanta, Georgia
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Sharpen the Focus was a wonderful learning experience, and I found Sharon Livingston's ideas to be psychologically sound. There was a lot of meat about the group process. Dr. Livingston knows a tremendous amount about groups, and she described in detail how a moderator can help people put valuable experiences and sensations into words. Her Snow White and the Seven Dwarfs concept will no doubt fuel moderator research for years to come. She has ingeniously discovered seven basic personality types, which emerge in focus groups. She has captured important archetypes, revealing seven different facets of the modern personality. The point of qualitative research is to get the ineffable put into words, to reveal the benefit of a product in a way that directs the company in its further product design and marketing. Understanding the Dwarf personalities allows a moderator to get at the basic, unstated benefits of a product in a surprising new way. This is a stunning find, and Dr. Livingston shared it freely.
George Bouklas, Ph.D.
psychologist in private practice in East Setauket, New York
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Advanced Sharpen the Focus is a very useful course for people who are already moderating. It teaches you new ways to get information from focus group participants. I learned techniques I didn't know about before that will make me a better moderator. I liked the informal atmosphere which allowed me to interact with others in the field and learn how they deal with moderating challenges and situations.
Art Shulman
20-year veteran moderator, Los Angeles
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The first time I took Sharpen the Focus was back in the 1980's when I was head of research at AT&T. I didn't have a thorough qualitative marketing research background and needed to learn as much as I could. I had seen Sharon moderate focus groups and do team building work for my organization at AT&T and was very impressed, so when I found out they were offering Sharpen the Focus, I took it. It was a significant learning experience. The course gave me additional skills I needed to run a market research organization and a greater appreciation of qualitative research. I was so impressed, I had them design a customized version for my staff at AT&T. Subsequently, I also took the advanced course. And, I have recommended it to many others.
Joel Raphael
President, ViewPower, New York City
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I attended Sharpen the Focus because I wanted to explore new methods of understanding psychological motivation and widen my range of skills as a moderator. Learning projective techniques was extremely valuable. It provided new insight on how to get people to tap into their creative side on topics that don't normally lend themselves to creativity. The course was definitely a useful addition to my understanding and knowledge about qualitative research. Glenn and Sharon offer unique value as instructors because of their academic backgrounds and impressive track record with top flight companies. I appreciated having the opportunity to observe Sharon demonstrating her expertise. That was probably the most valuable part, because she is a gifted and compelling moderator.
Janet Larson
moderator, Manhattan
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Sharon is, bar none, the best in the industry. She's head and shoulders above any other moderator. In Sharpen the Focus she teaches about real-world issues with role-play practice for the types of situations that moderators are likely to encounter. That experience is invaluable. Her teaching material is the best I've ever seen, whether it's a workbook or text. Most materials currently on the market are all theory or if they're practical, they're uninspired and miss the psychological objectives. You get information in Sharpen the Focus that you simply cannot get elsewhere.
Liz Crawford
Group Director, Cosmetic Lenses CIBA Vision
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What was excellent about the basic moderating course was learning how to deal with different personalities brought together in the focus group "dynamic." What I enjoyed the most was learning new projective techniques that are designed by Sharon and Glenn. Their teaching method is open, and you feel very comfortable in the course. It is a helpful course for beginners or for those who are advanced moderators.
Sheeny Syed
Research Manager, McAllister Opinion Research, Vancouver
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There are a lot of companies offering conventional training, but I was interested in learning about projective techniques and getting to the emotional drivers. I found The Looking Glass on the Web, and was really impressed by what I saw. We had done a lot of work recently in Europe where a lot of unique techniques are used, and we wanted to find training that would go beyond what is conventional. Sharon and Glenn did just that, and they were fantastic. Their knowledge was helpful and their creativity inspiring. It was thrilling learning their techniques. A minute's exposure to their ideas is worth an hour's exposure to another trainer's ideas. I'd definitely go to another one of their courses, and I've already recommended Sharpen the Focus to several people.
Angus McAllister
President, McAllister Opinion Research, Vancouver
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Rather than learning in a lecture setting, TLG training operates almost as a focus group. Our experiences were both as moderator and participant. The hands-on approach is really valuable -- it's how to best learn and integrate the information. Given the practice we had, it was very easy to apply the new knowledge. I also enjoyed Sharon's sharing of her expert projective techniques and experiences. It was not only great to see how they can be optimally used, but also how to best analyze. Part of the training revisits TLG's Snow White and the Seven Dwarfs -- a proprietary methodology to identify and properly manage the diverse personalities often found in focus groups. It's a great way for any level of moderator to profile and work with individuals to bring out their best contributions. I would recommend this course without question.
Lyn Ciocca
moderator and president, Wellness Resources Consulting
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Dear Sharon,
I wanted you to know how thought-provoking and valuable your firm's focus group moderator workshop was for me. When I returned to the office on Thursday I shared all my excitement, enthusiasm and knowledge with my superior the Director of Marketing Research. He was quite impressed with the depth and scope of your three day seminar and felt I had definitely benefited from this experience. We are both anxious to apply these newly acquired skills and techniques.
There were so many indication of a first-class operation the unique environment, the care and concern of all your staff members, the luncheon food, and the professional materials and brochures! Your dynamic personality was reflected in so many ways!
During my 25 years in Marketing Research I have not experienced any training hat imparted as much useful knowledge and gave me the 'high' that this course did.
Thanks so much for providing me with this opportunity
Ann Duke
Manager, Marketing Res Services The Uniroyal Goodrich Tire Company
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The Sharpen the Focus training was a fantastic experience. I liked how
the course touched on such a wide range of subjects, from the nuts and
bolts of focus groups to simple tips for making a group easier to
manage, to the use of projective techniques. It gave me a lot to think
about. It was a very relaxed, non-threatening atmosphere and all the
trainers were very supportive and positive.
Kate Carney
Vice President of Strategic Planning, Doner Advertising, Cleveland, Ohio
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I recently took the Sharpen the Focus course in order to learn how to
become a great moderator in this competitive field. I came to this course with
several years’ experience as a marriage and family therapist with a
focus on communication and group dymanics as well as some marketing research on
the client side. Both Sharon and Glenn's "incredible talent" and "ease of
manner" made learning the material an undaunting and enjoyable experience.
Their creativity in presenting the projective techniques as well as the
development of The Seven Dwarfs personality types will definitely give me the
confidence and edge I was looking for when conducting focus groups.
Darlene Sockin
LMFT
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Click here for testimonials from our clients about ESI
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