Why Bruce Peoples
The success of a moderator comes down to his ability to get your customers to speak freely about your brand. My ability to get this desired outcome comes down to bringing my experience to bear both in preparation of, and execution of, the qualitative research we undertake together. There are several elements in my background that give me an edge in attaining your desired outcome:
Placing Qualitative Research into a Strategic Perspective: With over 20 years’ experience in a variety of brand marketing management positions, I understand that qualitative research is one step in a process that reflects chosen strategies to achieve desired objectives. I have managed every step of that process, from concept development and testing, to pitching the finished new product to retailers, to developing pull-through advertising and promotions. It is an advantage to have someone who has first-hand experience in the entire process to work with you early on.
Diversity of Background and Personality: I learned at a young age the importance and the rewards of relating to people of all backgrounds. This, combined with having lived and/or traveled all over the US, and having traveled internationally, will allow me quickly establish rapport with your respondents, so we get below-the-surface thinking and feedback about your product or service.
Quick Study: I have managed businesses in a broad range of industries and categories, including consumer products, apparel, food service/restaurants, OTC products, and medical devices. I have developed a framework that allows me to quickly get up to speed on the key drivers in any product or service category. I will work closely with you to know enough to understand what you are trying to explore, but not so much that I will bias the respondents thinking. I am the proverbial ‘jack of all trades’ – as asset when it comes to conducting good qualitative research.
Trained: I have been trained at RIVA, the leading qualitative training center in the USA. My training solidified my prior learning from having commissioned over 50 focus groups across many categories, and updated my arsenal with the latest techniques to utilize to get the most out of your focus groups and qualitative research.