Focus groups are used to test brand concepts, new products and solutions, topics or advertising. Such qualitative research however, depends on how good the group moderator/interviewer is.

Good moderators are adept in knowing when to simply observe and when to probe participants on interesting insights as they present themselves. Once these opportunities are lost, it may be difficult to validate some of the findings afterwards. Things get even trickier when it comes to testing brand perceptions through focus groups. These involve delving into intangible concepts and highly subjective feedback.

What principles do good researchers put into practice, while moderating focus group discussions?

From asking the obvious questions (top of mind awareness) to more sophisticated techniques such as Laddering (probing participants to reveal their emotional or spiritual benefits, values, motivators or barriers - see chart), good moderators typically display a keen understanding of consumer psyche and the product/service/brand to be researched.

They also operate along these principles:

1. Come across as personable

Good moderators are professional and show a genuine interest in the research. They are personable, objective, neutral, observant and able to create a ’safe’ environment for participants to open up.

2. Know when to hold back

They will typically encourage the group participants to do most of the talking, and only step in when it is necessary to steer the topic back on track. On the other hand, a moderator may sometimes encourage the research to venture beyond the original objectives if he/she feels there is something enlightening or innovative to be uncovered.

3. Know when to jump in

At times, some participants may be more dominant, veer off the research topic or speak half-truths. The moderator knows when to jump in and steer the conversations or use verification and confirmation techniques to ensure the findings are accurate (as opposed to ‘perceived truths’).

4. Watch the clock

Experienced moderators know how to ‘cut to the chase’ without influencing the discussions, in order to ensure that all the important questions are asked.

5. Be flexible

Good moderators are flexible with the flow and break/s.

6. Keep energy levels high

It is important to ensure that your participants are not fatigued by the exercise.

During Laddering for instance, the continuous line of questioning can be rather exhausting:

• What brands do you choose to use in this category?
• Why do you choose this particular brand?
• What features/characteristics do you like about the brand?
• Why do you like these features/characteristics?
• What do you hope to achieve by having these features/characteristics?
• Why are these important for you?
• How do they make you feel?
• Why do you feel that way?
• Why is it important to feel this way?
• …and so on.

(Our most recent blog entry on creative brainstorming techniques has some ideas on how to  sustain energy levels during group discussions.)

At the end of the day, good moderators are able to draw out unbiased insights through focus groups, in spite of what the client may or may not want to hear.

For more information, please contact Manifesto.