Moderating Focus Groups : A Practical Guide for Group Facilitation

"Like every other agency research director, I suffer from focus-group anxiety. Pumping M&M′s behind the one-way mirror, I′m monitoring the groups, the moderator and the client simultaneously. It′s tough enough to manage the client′s expectations and responses. Worrying about whether the moderator can effectively manage the content flow and the group dynamic makes the experience life threatening. Watching Tom moderate, I find myself constantly thinking, ′Wow, he′s smart. I wish I thought of that. He′s the best.′" --George Scribner, Research Manager, Organic Inc. "Dynamic, entertaining, and armed with information on new drugs and medical techniques that would challenge the knowledge of most physicians, Tom Greenbaum presides over an attentive yet relaxed group of medical specialists anxious to share their opinions and prejudices with this most charming of focus group moderators. Serving as a polished master of ceremonies, Mr. Greenbaum is able to work with the many individual styles of his physician panel and at the conclusion, leaves one with the sense of having participated in something important." --Alan H. Richman, M.D., Chairman, Department of Radiology of Norwalk Hospital "Tom Greenbaum is a highly effective moderator who has the special ability to quickly learn any subject matter and can conduct groups with expert knowledge. From the discussion guide to the final report, Tom works with speed and accuracy." --Mark Alfonso, V. P. of Marketing, The Purdue Frederick Company "Tom is one of the most competent and intuitive moderators I have ever worked with: not only does he have an impeccable understanding of the technical skills necessary for a successful moderator, he also has a unique and uncanny ability to foster and capitalize on the internal dynamics of any group." --Joseph A. Ciaralli, The Prudential Insurance Company of America "Thomas L. Greenbaum eats and breathes focus groups. If you want a definitive look at this research technique, you need to either li