Giving up control: How Universal Parks and Resorts uses unmoderated focus groups to yield insights for the product and the brand

This talk will discuss the advantages of focus groups that are organized without a moderator and show how:

  • Focus group participants take ownership of complex tasks, revealing powerful consumer beliefs
  • Engaged dialogue and debate collaboratively builds consensus
  • Participants are able to identify their own bias and think about the needs and desires of a broader consumer base
  • Breaking out of the traditional box of moderator led groups energizes discussion and produces compelling output for clients

Location: Main Room Date: March 20, 2019 Time: 3:40 pm - 4:10 pm Jennifer Avery,Universal Parks & Resorts