This book gives you examples and tips for more than 20 techniques to deepen your focus group findings and bring life to a fading group. From benefit analysis (aka "laddering") to projective techniques, you will never again have to guess whether the tactic is the right one for the occasion. The book's emphasis is on "play" and how fun exercises can inspire focus group respondents to reveal deeper motivations. Includes loads of real-life examples and helpful illustrations. Please note: This is not a book for beginning moderators. Nor is it intended to be an all-inclusive step-by-step cookbook or an academic text. t's a quick read (just under 150-pages) that's packed with inspiration and tactics to help experienced moderators do their jobs even better.