by Neal Sandin | Oct 30, 2015 | On moderating
In my own experience, when I become overly focused on the mechanics of moderating (i.e., following techniques by the book, etc.), my moderating has suffered. Going into various techniques (e.g., laddering) can help in getting questions answered or getting better...
by Neal Sandin | Oct 13, 2015 | On moderating
Do the discussion guide. In the moderator’s quest to impress their clients, to uncover key insights, he/she might become overly complicated in their moderation. This can have some unintended consequences. If the moderator makes sure that the questions are at least...
by Neal Sandin | Sep 4, 2015 | On moderating
When conducting a focus group, or even an in-depth interview (IDI), there are a lot of factors that can derail the proceedings. Respondents could be fakers (i.e., lying during the screening process), late, inebriated, offensive, dominating, or simply quiet. All of...
by Neal Sandin | Jan 14, 2015 | On moderating
“As a moderator…” will be an ongoing, semi-regular series discussing my thoughts on being a qualitative market researcher. Since becoming a moderator since 2007 – having conducted numerous focus groups, in-depth interviews, home visits, and so forth – I...
by Neal Sandin | Dec 29, 2014 | On moderating
One of the key challenges of any moderator and a key determination of success for any focus group or interview is creating rapport. The moderator is attempting to get people to speak on their associations, feelings, opinions, experiences, etc, moments after they have...
