• Professional Development course


Acquire a toolbox of projective techniques in a thoroughly enjoyable course.

A maximum of 6 registrants are accepted for this hands-on, intensive one-day, workshop-style course, where participants will learn the intricacies of a variety of techniques through observing them being done and then practising them in the course. The instructor will "walk through" each technique with the course participants, and then give them the opportunity to practise the techniques with each other. The instructor will provide handouts with the details on when to use (or not) these techniques, how to use them, the materials required, and how to analyze and present the findings.

The course is a continuation of the Basic Moderator Training (but this is not a pre-requisite) and is designed for practising moderators with some experience at moderating groups (have conducted a minimum of 20 to 30 focus groups) and who want to increase their repertoire of tools. Moderators who facilitate focus groups on branded products or services will find this course particularly helpful. Participants registered in this course should feel that they have the core skills required to moderate successfully. No prior knowledge or experience with perceptual mapping or projective techniques is necessary.


Product sorts and perceptual mapping. These techniques help you understand where a brand, product or service fits in the marketplace versus the competition and what the consumer wants. Techniques include:

  • Unstructured Product Sorts
  • Hierarchical Map
  • Bull's Eye Map
  • Grid Quadrant

Projective Techniques. These are indirect questions and exercises designed to elicit people's deeper feelings about a subject and help explore emotions and imagery surrounding brands, products and services. Techniques include:

  • Projective Drawings
  • Personification
  • Parties
  • Transformations
  • Collages
  • Obituaries


  Members seeking CMRP designation   Client-Side Researcher Research Supplier    
  Little or no exposure   Less than 2 years experience 2-8 years experience 8+ years experience


"Good balance of tactics and big picture."

"Incredibly insightful and useful."

"This is among the best training courses I've been on. I thought it was excellent overall."

Location(s) Course Date(s)   Registration
Toronto January 29, 2018   Through the MRIA Portal


  • Course Length: 1 Day
  • Check-in: 8:30 am, daily
  • Classes: 9 am - 5 pm, daily
  • Maximum 6 participants
  • Lunch will be provided
  • Location: Will take place in a focus group facility
  • For terms and conditions, click here


The venue address will be sent to you as part of your course registration confirmation.

Non-Member Regular* Member Regular* Student Regular*  
$749 $599 $399

*Plus applicable taxes

MRIA courses and their administration are subsidized by members' fees. Therefore, members enjoy a reduced cost for courses