I remember when I first started in the research industry I would sit in the back room of focus groups and manually move the video camera. It may sound boring to most of the readers but to me I enjoyed every second of it because it gave me an opportunity to see some great moderators. Even though I never went to RIVA or the Burke Institute for training I feel I received some amazing first hand training from doing that. I also really enjoyed the interaction of the clients in the back room. Most groups would have chatty clients and once in awhile would be evaluating the moderator and allowed me the opportunity to hear what was important to them. I also believe this training has enhanced my presentation skill set and also how to manage a meeting.
I have been around some terrific moderators in my day. That list includes (in alphabetical order):
- Saul Cohen
- Reva Dolobowsky
- Stacey Hurwitz
- Diane Iseman
- Louise Kroot-Haukka
- Dr. John McNichol
- Amy Shields
- Merrill Shugoll
- John Sibley
Here are my questions:
- What makes a great moderator?
- What secrets or best practices are you willing to share?
- With so much going on do you manage the back room?
- Who has the best moderating training?
- How do you handle difficult respondents?
- Clients – when you are looking to hire a new moderator what do you take into account?
- Do you eat something special before the group?
- How mentally tired are you after the session?
- What qualitative blogs or websites do you visit regularly?
- Are there other people that could be of help?
Here’s something that I think would be a good resource to help people, a book by Robert J. Morais called Refocusing Focus Groups.
Here are links to it on Amazon.com and Paramount Books (the publisher).
I am really excited about hearing from moderators and their experiences and yes feel free to post a little information about yourself and if you are available for subcontracting.
Debra says:
Great topic, Merrill! May I add Rick Talley (Talley Research) and Naomi Henderson (RIVA) to the list? Two of the best I have had the honor of working with.
I think the key characteristics of a great moderator is a genuine liking/respect for and interest in people and a curiosity about what makes them tick. You can really tell the difference in the results between a moderator who has that innate liking of people and intellectual curiosity and one who does not.
Looking forward to the other comments to this post!
Debra
Antoinette Bobbitt says:
Hope you are having a wonderful summer so far!
What makes a great moderator?
Patience, understanding and a love of marketing
What secrets or best practices are you willing to share?
Get to know your Clients as much as you can so that you understand their needs.
With so much going on do you manage the back room?
Tactfully
Who has the best moderating training?
I have taken courses at Riva and Burke and like both for different reasons.
How do you handle difficult respondents?
Kill them with kindness and gently bring him back around to the topic. Neither of us are volunteers.
Do you eat something special before the group?
When I’m moderating I eat three meals and snacks in between. Food is a perk of the job!
How mentally tired are you after the session?
Am generally wired after a session, but it’s a 12-14 hour day so getting rest for the next day is a priority
What qualitative blogs or websites do you visit regularly?
just a handful of the usual ones
Are there other people that could be of help?
Surprisingly, I don’t know a lot of moderators.
Bob Graham says:
Two more names to add to the list of great moderators: Michelle Elster (Rabin Research),Hart Weichselbaum (The Planning Practice) and Nick Calo (Calo Research).
The hallmark of a great moderator, for me, is the ability to engage the respondents in an active and ongoing conversation. When respondents leave the group feeling that they are coming out of a friend’s living room, rather than a focus facility, you know you are in the presence of a great moderator.
One thing I like to do (as a client and a moderator) is to end the group by introducing clients to participants: having someone from the back room come in to thank respondents and answer any questions they may have about the company sponsoring the groups. This lets the respondents know that their opinions have been heard and build good relationships.
Bob Graham says:
Opps, I meant 3 more names, Sorry.
Clay Dethloff says:
Think the moderators being named are great. As far as characteristics, I also agree with Debra’s comments about a moderator needing to like people and truly wanting to understand what makes them tick….you also know it’s been a good group when respondents have had fun in the session.
Two other characteristics that I think are important:
1) Being able to control the group — some of the best moderators I’ve seen have this ability to really control and focus the efforts of the group (without letting the group realize they are being controlled, I might add).
2) This one isn’t part of the session itself…but the ability to synthesize all the information that comes out in a session into something manageable to comprehend and provides unique insights is surely a “gift” that the good one’s have.
To answer the question about “how to handle difficult respondents”…tell them they have a phone call and to bring all their stuff with them
Louise Kroot-Haukka says:
Hey Merrill;
Thanks so much for including me in your list. I really do appreciate the thought and tribute. So, to respond to some of your questions . . . .
* What makes a great moderator? Firstly, good moderators have the ability to make certain that their clients get exactly what they need. That includes defining the problem that needs to be addressed as well as the respondent targets that will provide the insights that they expect. Along with this, when conducting the groups or IDI sessions, good moderators need to be patient, insightful, sensitive and anonymous, not necessarily in that order.
* With so much going on do you manage the back room? Managing the back room includes a promise that time will be set aside to briefly meet with clients in the back room towards the end of the group to discuss any new questions that may need to be asked. Also clients are encouraged to send in occasional notes (no more than (3-4 per session and managed by one of the clients), but only after they are certain that the topic of the note has not already been covered in the group.
* How do you handle difficult respondents? Avoiding confrontation with a difficult respondent is critical, so we typically use some end-around techniques, like using timed segments. At all times, we let respondents know that we want and appreciate their opinions, but want time to hear from all of them. However, if a difficult respondent needs to be excused from the group, it is best to wait until the rest of the respondents are disturbed by this respondent as well, and it is obvious that they too would like that respondent absent from the group. If a difficult respondent is excused before the group wants that person gone, it is highly likely that the group will begin to feel very insecure and feel threatened.
* How mentally tired are you after the session? I’m totally wired after focus group sessions. It is usually the clients in the back room that are exhausted.
Have a great rest of the summer.
Louise
Bryan Pazaras says:
A great Moderator is one that is a great listener and continuously incorporates the response into the session. A best practice is when appropriate, utilizing the content of the response in formulating the following question to attain deep seeded trust and obtain the innermost motivations. The back room is managed before the session in pre-empting anything that could detract from the quality of the sessions. I found RIVA to not only be quite proficient in moderating training, but in understanding how best to work with the creative product. Difficult respondents are best handled through added focus where you in essence, empty their thought process, and at that point they can be placed on a second tier. I eat protein before the groups which translates into energy, and I never eat during the group sessions. I am not mentally tired after groups–rather if groups are conducted properly and objectives met–I am mentally stimulated. The blogs and website I follow are more exactly the sites of my Clients and the Industries and categories that they compete in.
Merrill in closing, it’s always good to interact with you, and as you know, I have been and continue to want to work with you.
I am flexible, and highly experienced in health care and consumer goods.
Bryan
Julia Fine says:
Merrill, thank you very much for asking me to provide feedback.
Great moderators are active listeners who are tuned into their client’s needs and culture. A great sense of humor, unlimited energy with the ability to focus and top-notch writing skills also are absolutely essential.
Although it’s not a secret that one must be willing to ask the questions that could be perceived as ignorant to the clients and the respondents, this is a skill that can only be developed through experience. A good moderator always knows more than s/he lets on.
Best practices include preparation, preparation, preparation. For me, understanding the project inside and out is a no-brainer, but also I am constantly reading about the industries in which I specialize. To increase my general knowledge, I subscribe to Scientific American for the psychology section, among others, and I try to read one book a month about marketing, business and leadership.
The back room is as important as what is happening in the interview. Managing the back room is fairly simple when doing virtual work. However during conduct of IDIs/FGs, I partner with another moderator who keeps me informed of what is being said in the back room. This team approach is so important.
The best moderation training is experience. As a client, I’ve hired moderators from the well known companies that offer moderator training. Moderators who attend these courses benefit from them, however, attending just these courses does not a moderator make.
Handling difficult respondents is never easy, and that’s why it is so important to spend some time at the beginning of the interview discussing the process. How such respondents are managed is customized to how disruptive they are. I’ve dismissed (paid and sent) respondents who were complaining and attempting to find allies. For talkers/bullies, I’ve walked behind them and placed my hands upon their shoulders. Every situation is different, and must be managed according to the respondent, client and objectives.
A busy moderator with a killer schedule must eat to maintain focus and energy. Indeed food is a perk of the job, but it also can be the enemy. I try to eat as regularly as possible, and I try to provide clients with healthy alternatives when planning the qualitative. They appreciate it.
After a day of moderating, I often must debrief the clients. Once that is completed, I am physically tired. I am never mentally tired–my head is always in the game.
Online, I often read Quirks for research and I download white papers associated with the project’s objectives, methodology, subject matter, etc.
Melissa Oakes, M.A., ethnography and I, Julia Fine, often partner for qualitative work. Also, Jim Joseph is an excellent moderator. All of us can be found on Linked In.
Thank you for the opportunity to submit comments!
diane iseman says:
What makes a great moderator?
Merrill thanks for the praise and for including me with these great moderators! A great moderator needs to have a sixth sense for understanding what the client needs and how to read the respondents in order to uncover deep and relevant insights. Having a client side marketing background definitely helps as you instinctively know what questions to ask, even if they are not on the dguide. My clients often think I am reading their minds-but that’s because I’ve walked in their shoes. Empathy for the respondents is key to connecting with them and fostering an open dialog.
What secrets or best practices are you willing to share?
I help respondents relax and open up by using my “magic wand approach”; it makes them laugh, helps them think more creatively and unlocks hidden doors. Props, photos, and any visual aids provide variety and keep respondents interested and involved. Some people are verbal, others are visual , by mixing it up in the group you insure that you tap into everyone’s learning style.
With so much going on do you manage the back room?
I like to use flip charts with “bucketed” topic areas in the back room. Clients are given post-it note pads and usually assigned a topic to follow and write down key insights, new learning, areas of interest related to that topic and place it on the flip chart after each group. the charts are used to kick off the debrief session. It keeps everyone engaged.
Who has the best moderating training?
I received my best training from watching some great moderators when I was on the client side. RIVA and Burke do a good job and attending CPSI (the Creative Problem Solving Institute) and the annual QRCA meeting and chapter meetings is a great way to augment your tool box of techniques.
How do you handle difficult respondents?
A phone call is always a good option for the truly disruptive or off spec respondent. The domineering respondent can be tamed by calling on them last, using body language (not facing them/no eye contact etc) or by praising their knowledge and suggesting that others may agree or have differing opinions and we should give them an opportunity to let their voices be heard.
Do you eat something special before the group?
I’m a carb person so I like to eat pasta or a baked potato. Between groups I like to eat”no chew food” as I usually don’t have time to eat much, so the less chewing the better!
How mentally tired are you after the session?
I am usually energized after my sessions so it takes me a while to unwind. I usually watch late night TV to relax.
What qualitative blogs or websites do you visit regularly?
QRCA; Merrill Dubrow, and the usual ones on an as needed basis.
Are there other people that could be of help?
Dr Sharon Livingston is an excellent resource.
chris hauck says:
I have found over my career that the very best moderators are great and active listeners AND are really good on the quant side. I have found that because most moderators are focused on being the best moderators they can be, they tend to think of their part of the study as the most important without thinking about the way the quant will be designed, how the attributes need to be articulated by the respondents to be consistent and usable for the conjoint or choice exercise coming.
I think the best moderators have that touch that makes each respondent feel relevant and important without favoring anyone. i also think the best moderators use humor to put the participants at ease and talkative.
while you want to have a gentle touch with the respondents so that they will feel comfortable talking, the back room usually needs a much firmer touch. But they are still my customer…..I tend to tell them all that I can’t hear all their opinions if they talk at once and try to get them to listen to each other as well as to themselves.
There is a joy in it that you need to make it work. if you don’t enjoy it, you won’t get the most out of each participant. It’s fun.
I don’t eat during the groups. i do tend to hit the coffee. I usually ask the facility to order me a pile of sushi for afterwards, as it is the best food to eat in hotel room cold. You can get kinda fat on all that focus group food…..so I don’t snack and I don’t eat the food. the last thing I want on my breath is the garlic bread from the italian buffet.
I can’t sleep afterwards either. sometimes I hit the report and start making serious notes – but after a while I start watching reruns of Law & Order on late night TV. I don’t have TV at home, so I tend to get fascinated with it when I’m sitting in my hotel room. In Manhattan, I like to have a martini at the bar at the Marriott Marquis on Times Square. Thursday night is the best night for this and it’s a great way to wind down.
Steve Gentile says:
Merrill – As you well know, I came into this business attached to the back of a video camera, coming into it as a documentary filmmaker. I became the “go to” video guy, thanks to a client “absolutely loving what that kid does with the camera” – not always on the person that’s speaking (ie reaction shots), mini group shots of 2 or 3 people, solo shots of course, and also “tapping fingers, scratching heads, rolling eyes” and other non verbal signs of reaction/response.
After years managing NYC facilities, I went to Burke and officially studied moderating – like you I found being behind the mirror a great learning experience. In seeing what makes or breaks a moderator, client negotiations and interactions, facility communications, recruiting, good creative (and bad creative too), wonderful end client groups, good food (and bad). Mostly, I learned how this qualitative stuff works and how my curious nature as documentary filmmaker was a real asset (then and now).
What makes a great moderator? a great ability to listen, think 2 thoughts ahead and two thoughts back simultaneously, great memory, no fear of appearing “stupid” in front of strangers, remembers to say please and thank you to the host staff, doesn’t stay past 11pm
, remembers that this is a science and an art (and that it’s not brain surgery or world peace but is important stuff.
What secrets or best practices are you willing to share? remember where your bread gets buttered and that it in person groups are a HUGE expense to a corporation – don’t waste time or money, that “could you tell “George” he has a phone call” thing has never worked well, don’t expect host staff (who are part time) to understand or have the ability to fully understand the importance of this work – that’s your job. and sometimes, M&Ms are the ONLY thing that makes it fun – they roll when pushed, they’re colorful, they can be small or large, and they are delicious!
With so much going on do you manage the back room? I appointed one client person to be the central funnel – all notes, all changes, all “client related stuff” goes through that person – I come from a very large Italian American family where family reunions were like the circus came to town, so I am quite good at (a) speaking up, (b) keeping quiet, (c) knowing when to apply each.
Who has the best moderating training? get in the back room, and today there are many new skills with online that are quite different than traditional. therapy helps too.
How do you handle difficult respondents? like I said earlier, my family background and sometimes just saying “I don’t think this will be productive if you continue to behave that way” while VERY strong is VERY effective to giving that person a “time out”
kids and teens are different, this doesn’t work well there. smaller groups helps
Clients – when you are looking to hire a new moderator what do you take into account? I am “new” so I say interview them in person, this is a personality business and you may be surprised that someone can give you a whole lot more than you expect. They don’t have to come from a MR background. Take an educated chance.
Do you eat something special before the group? Something special??? No, but I do make sure I eat SOMETHING.
How mentally tired are you after the session? Exhausted and excited, full and empty, had enough and want more.
What qualitative blogs or websites do you visit regularly? this blog certainly because of MR related and non-MR related stuff. Others? Yes. Websites – I am a curious person by nature and despite my mom’s sound advice, I like talking to strangers – in person or online.
Are there other people that could be of help? Play well with others, don’t run with scissors, share your toys, milk and cookies is a good snack after hard work, don’t be afraid to say thank you, please, and i love you. We all move at our highest possible velocity, respect that in yourself and others.
Best moderators? I have worked with so many very very good ones and think that each of these are “best” in their own way. I think those that remember to call home to “tuck their kids in” are really super. I’ve overheard a few talking to their kids and i think that’s just great.
Whew!
stacey hurwitz says:
Merrill,
Thank you very much the praise and including me in your list of moderators. I have grown so much as a moderators over the past 20 years and would love to share my thoughts.
What makes a great moderator? /What secrets or best practices are you willing to share?
Great moderator’s are not only very good listeners, but know how to actively listen. They have to really enjoy what they do and dig in deep to understand each and every topic. But a moderator doesn’t need to be an expert in the industry they are working in but rather truly understand their clients objectives and needs. They also need to learn how to really understand the respondents and uncover what they really mean by the words they are saying.
I often use humor in warming up a group and through out it just to get the respondents comfortable and relaxed and it seems to work really well.
With so much going on do you manage the back room?
Managing the back room starts well in advance of the day of. Not only do I give my clients guidelines for the back room prior to the groups but I also go over them the day of the group. For seasoned clients this is a very brief process, for clients who have never experienced a focus group it can take some time. I also pick one main contact to deal with when going back to the viewing room during groups. This way all questions, changes and comments are channeled through one person directly to me and I am not bombarded by several people going in many different directions.
Who has the best moderating training?
The best moderator training is truly real life experience. However, it is important to get the basic through a course such as RIVA and/or Burke. I attended both and received valuable information from both and real life training as well. Continued training through the QRCA and colleagues is invaluable and important and keeping up with the latest techniques.
How do you handle difficult respondents?
I use many of the same tactics already stated here in handling difficult respondents. Respondents typically respond well to them. Removing a respondent from a group is the last resort for it really disturbs the groups and has the respondents on edge thinking they could be the next one asked to leave. I have only removed someone if they were physically drunk or abusive or a security breach to my client.
Do you eat something special before the group?
I don’t typically eat right before the groups but I do a large late lunch that day if night groups and I eat a protein bar in between the groups to keep my energy level high. Once back at my hotel I will typically get a bite to eat. However I really like Chris’s idea of having the facility order him sushi afterwards. May just have to steal that idea-thanks Chris
How mentally tired are you after the session?
I am kind of on an adrenaline high right after the groups- depending on how many I have done. And love a great glass of wine after the clients have gone to wind me down.
What qualitative blogs or websites do you visit regularly?
Other than the Merrill Dubrow Blog, the QRCA’s website and social media cites such as Linked-in
Are there other people that could be of help?
I get the most help and support from other moderator’s – mostly through the QRCA and MRA
Amy Shields says:
Thank you for the great blog and, of course, for including me in the company of some very esteemed moderators. I enjoyed reading everyone’s feedback and will keep my response short and sweet. For me, it’s all about keeping it “real”. People can always spot a fake and respondents know if you are pretending to be interested in what they’re saying, or if you truly cannot wait to hear what they have to say next. I honestly believe that every participant in research offers something special and unique and I CANNOT WAIT to find out what it is. The greatest compliment I receive is when respondents thank me for making their experience fun. I tend to specialize in very creative research, so my sessions are full of brainstorming, energy, laughter and sharing. I love people, love what I do, and hope that this fact is evident to respondents, clients, facility staff, etc. Oh, and I do have one “food” ritual (and it never varies)….I want an iced double tall, half pump white mocha, half pump regular mocha, non-fat, with light whipped cream coffee from Starbucks (between groups, thank you)!