Editor's note: Jennifer Schranz is a senior research manager at MSS-Multi Sponsored Studies, a Scottsdale, Ariz., research firm.
When it comes to moderating, I’m generally a bond girl. Not Bond as in James Bond but bond as in glue, cohesive, connect, relate, link, etc. One key to being a successful focus group moderator is to be the bond that connects all the bits and pieces of the project together, from project design to conducting the research to the final report. But sometimes you have to be a Bond girl as well. Let’s look at some of the things moderators can learn from Ian Fleming’s suave super spy.
Sharpen your detective/spy skills. James Bond never got into a situation where he didn’t know who the key players were or the key threats. Follow that lead and do your homework in two main areas: topic-focused and client-focused.
For topic-focused detective work, you need know as much as possible about the focus group topic including but not limited to: your client’s position in the market; key competitors in the market; market/product trends; pros/cons of product offerings; key traits of the target participant; and how to pronounce everything (i.e., if you’re moderating a group about Mezcal and Tequila, you need to know the region, Oaxaca, is pronounced wa-hah-ka; don’t be caught off guard!).
For client-focused detective work, your purpose is to answer questions for your client. Make sure you fully understand the business objective and goals for the research. Don’t just probe your group participants. Interrogate your client to know everything possible in order to run a better focus group.
Use your tools/gadgets. While we may not have trick briefcases or invisible cars, moderators have a bevy of tools from which to choose. Make sure you have the right tools for the job.
- Moderator guide. Obviously, the most important tool is the guide. This should be well thought-out to cover all research objectives and organized to flow well. Add probes and reminder notes for yourself as needed. Remember this is a guide and not something to read from word for word (i.e., eyes on paper and not making eye contact with your participants).
- Timer. You’ll need some way to tell time so you start and finish on time and make sure you leave enough time to cover all topics. Maybe this is your phone or a stopwatch. Pick what works for you and be sure to use it.
- Tablet. I find it helpful to have a tablet in the room with me. I use this tool as my timer as well as for receiving additional questions from the viewing room via instant message (no more runners with Post-its).
- Video cameras. Recording the groups is beneficial for clients as well as for you. It will capture what is said along with body language and tone of voice (you won’t want to mistake that sarcastic comment!) for use in reporting. Established facilities will have this for you. If your group is not in an official facility, look into setting up cameras.
- Smart board/flip chart. Think ahead – do you need something to write on during the group?
- Other technology. As technology becomes more integrated in our lives, think about new tools that will help you be a better moderator. The tablet is one example. Maybe a smart watch can be used for timing and IMs?
- Co-worker. Never underestimate the tried-and-true support tools. Co-workers are wonderful assets that don’t have Wi-Fi that fails or batteries that run out. Also, it’s very helpful to have a co-worker in the viewing room managing the clients during the groups. This person can be the single point of additional questions coming to you from the group.
Have a backup plan. Often the best laid plans go awry even for the most prepared moderator or double agent so backup plans are a must. As a moderator, you must be able to multitask and think ahead in order to engage in a backup plan. It’s important to master the skill of listening to the current discussion while reviewing your guide for the next topics, thinking about probes, monitoring the time and facilitating impromptu questions from clients. Be prepared that the discussion may not naturally flow in the exact order of your guide. You may need to jump around in your guide to facilitate and fully cover topics as they come up in discussion. Also be prepared that what your client thought was important to cover is not what the participants feel is important. Is there common ground? Have a backup plan in mind to bridge the gap so the group communication flows naturally while still collecting useful information for the client.
Exude charm. During the focus group, one of your main focuses needs to be on making the participants comfortable in order to foster an honest and open conversation. It’s important to set some ground rules including: they will remain anonymous; no right or wrong answers; differences in opinion are OK and everyone’s thoughts/opinions are important. Don’t put anyone on the spot or allow anyone else to be judgmental. You set the example with a friendly and charming demeanor just as Mr. Bond would when trying to get a wealth of information out of someone.
Know your own personal style. James Bond knows his personal style from top to bottom and is unapologetically confident about it. You must be as well when it comes to your personal moderating style. What ice breakers do you prefer to use? How do you feel most confident transitioning from one topic to the next? What tools/gadgets do you need to be the most confident and effective moderator? Get to know what works for you so you can be your most confident self.
Know when to disappear. Just as James Bond inherently knew when to fade into the woodwork, you need to as well. As a moderator, you are not supposed to share your own views on the topic but instead should be an impartial, neutral voice. Perfect the craft of asking the question, making sure the entire group participates, probe when necessary and then fade back and listen to let the participants’ views shine. Remember: The client is interested in the participants’ opinions, not yours. A good moderator knows when and how to listen.
Mission debrief. The final step in being a moderator is your report. The report should cover each of the key topics covered in the moderator guide, ideally with quotes and video clips of the actual groups, keeping the business and research objectives in mind. Be clear, concise and uncomplicated just like Bond.
Best of luck in your mission of moderating and be sure to order your post-mission beverage shaken, not stirred.