Selecting the right moderator
While top-quality recruiting is the preeminent qualifier for conducting
successful and enlightening focus groups, selecting the right moderator
is a close second. After all, it is the moderator who assures that
the right questions are asked and that respondents are focused on
providing honest reactions to the concepts, products, or services
being tested. The moderator is the person who is ultimately responsible
for the successful delivery of project objectives and goals.
The moderator must be able to walk a thin line between making respondents
feel totally comfortable and challenging them - in a non-judgmental
way - to reveal the underlying reasons and motivations for their
behaviors and preferences. At the same time, a skilled moderator
must address the needs of the clients in the back room while maintaining
total impartiality and professionalism.
Some of the key attributes associated with a top-notch moderator
include:
• Skilled in assuring that no one respondent dominates the
group
• Thorough understanding of product or service
• Ability to listen to and understand clients’ needs
and objectives
• Ability to think on her feet and ask the “right”
additional questions
• Ability to quickly develop a rapport with all respondents
and gain their trust
• Enabled with high energy and enthusiasm
• Sensitive to and respectful of all respondents
• Ability to filter the information gleaned and provide an
impartial and substantive written analysis
While it is important that a moderator be aware of the client’s
needs and understand the research objectives, it is not necessary
that the moderator be of the same gender, race, or profile as the
respondents. In fact, we frequently find that a skilled moderator
can glean more information if she is “different” than
the respondents.
Because she is different, a skilled moderator can often ask respondents
to provide greater detail to help make their points. If a moderator
is too much like the respondents, they may say less, believing that
the moderator already knows and understands their perspectives.
When selecting a moderator, a face-to-face meeting with a candidate
is critical to the selection process. A mutual comfort level and
an ability to communicate must be ascertained. Focus groups are
proprietary in nature, so most moderators cannot provide tapes for
review. This makes the face-to-face meeting all the more important.
It’s important to ask for references when selecting a moderator
- we recommend that you get at least four. Also, getting answers
to some targeted questions will help you to make an informed decision:
• How many focus groups have you moderated?
• How long have you been in the market research business?
• What training have you received?
• What backup or support staff will be assigned to my project?
• What special techniques are you most skilled in using?
• What quality-control measures do you employ?
• What type of report will you provide?
• What is your turnaround time in reporting? ‡
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