Editor's note: Naomi Henderson is founder and president of RIVA (Research in Values and Attitudes), a qualitative research and training services company in Bethescla, Maryland.

Some clients come to the qualitative research process with years of viewing experience. They've seen great groups and lousy groups. They've seen respondents say things ranging from nonsensical to profound. They've seen confirmation of a corporate belief, and they've seen respondents shoot a great idea right out of the water. They've seen great moderators, and they've seen less than great moderators. Some clients may have even said "I could do a better job of interviewing respondents than this moderator."

Some clients come to the qualitative process with little or no viewing experience. Some of these clients come with a great interest in what their target market has to say. Others come with skepticism for the whole "airy-fairy, "non-scientific process of qualitative research."

In some cases, the viewing room holds both kinds of clients at the same time. This article is intended to give some ground rules for observers regardless of their viewing experience. However, before a discussion about ground rules for clients, let's look at some issues related to the process of interviewing respondents.

The constraints of the traditional two-hour focus group and the increasing requirement of clients to cover as many different issues as time allows, force qualitative researchers to "make every minute count" in a focus group. The ideal group size is eight respondents. In a two-hour focus group setting, after subtracting the time for "people logistics" (coming into and leaving the room, getting beverages/ food/snacks, finding a chair, listening to the study purpose, ground rules and self introduction), only 90 minutes of research time is really left!

If you divide the 90 minutes by the eight respondents, the "fair" amount of airtime for each respondent is about 11 minutes apiece. The ideal number of separate issues that can be covered in 90 minutes is four topic areas. If every respondent speaks an equal amount of time on each topic area then each person will have a little over 2.5 minutes on each of the four topics.

These days, however, clients often have 5-6 areas to cover in a session, and some clients feel that "more is better" when it comes to group size. Simple math shows that the more people in the room and the more discrete issues to cover, the less time each respondent will have to talk.

Anything that "shaves seconds" in a focus group and allows more airtime for respondent comments is a plus. Ground rules for respondents help the group's dynamic process by doing the following:

a. Lets respondents know the "boundaries" of behavior desired for the research process;

b. Provides a foundation for the research process so that the time spent is productive;

c. Provides a basis for correcting nonproductive events that may occur in the research process;

d. Gives respondents information so that they may participate fully.

Respondents are told that the session is being tape recorded (audio and/or videotaped), that they are being observed, that a report will be written without attribution to a specific speaker and that they are being paid for their time and opinions. After these logistics, RIVA moderators provide the following eight ground rules for participants:

1. Please speak one at a time.

2. Please speak in a voice at least as loud as mine.

3. Avoid side conversations with your neighbors.

4. I need to hear from everyone during the course of the session but you don't have to answer every question.

5. We will observe the no smoking rule during this session.

6. There are no wrong answers-you cannot fail during this session.

7. Say what's true for you, and have the courage of your convictions.

8. Don't let the group sway you, and don't sell out to group opinion or to a strong talker. It is OK, however, to change your mind during the course of the session because of something you hear or see.

RIVA moderators deliver the above ground rules in a non judgmental tone of voice with warmth and sincerity. The purpose of the ground rules is to provide a "climate" for conducting qualitative research so that the time set aside for the research is productive.

From the client point of view, the focus group or IDI (in-depth interview) experience is more than just watching respondents through a two-way mirror or on video. The remainder of this article outlines some "ground rules" for observers so that the qualitative research experience is as rich as possible.

Before the focus group or IDI

1. Be clear on the purpose of research.

What are the key reasons qualitative research is being conducted? Have you read the background file on the study or the research proposal? Is your "personal agenda" in line with the written study purpose?

2. Arrive 45 minutes before the scheduled start of the session.

Your early arrival cuts down on the chance of running into participants and heightening their anxiety about who the observers are. For example, if the participants are blue collar workers and they see a stream of people coming through the reception room dressed in suits and ties carrying leather briefcases and then later, during the introductions, are told they are being observed, they may have the experience of being "monkeys in the zoo" because they are so different from the observers.

3. Use appropriate introductions with facility staff when you arrive.

Introduce yourself in such a way as to maintain corporate anonymity in case the recruiting was "blind." This phrase works well:

"Hello. My name is [ ] and I'm here as part of the moderator's team. Is she/he here yet?" Note: For security reasons you may be asked to show ID in some locations or have your name checked off a list.

Avoid saying the following:

"Hello. I'm here to watch the focus group."

"Hello. I'm from the ad agency."

"Hello. I'm the client for the focus group study."

A dramatic example of the problems that can arise occurred during a recent study for a radio station in New York City. The purpose of the research was to assess the image of that station among light and heavy listeners. The recruiting had been "blind;" respondents didn't know which radio station was paying for the project. An early topic intended for each group was: "What's your impression of W-? What do you think of the station?" These questions were to be asked about three stations in the New York City area. It was critical to see what descriptive words were used about each station.

The focus group facility was small, and there was only one door to the suite so that clients and respondents alike had to come through the same door. At 5:45, fifteen minutes before the group was due to begin, two observers from the radio station came into the suite, briefcases in hand, and marched up to the reception desk. One of them said, in a voice loud enough for every one of the 11 respondents to hear: "I'm the station manager for W-and I'm here to watch the groups." The cat was out of the bag...every respondent now knew which radio station was paying for the research, and any opportunity to get unbiased answers about the image of the station was lost.

This sorely compromised the research opportunity, and the advertising agency and the moderator agreed that the disclosure would adversely affect the research. Therefore, the group of (light) respondents were paid and sent home. That "gaffe" cost the radio station $3500 and a lost opportunity.

4. Prior to the start of the first session, review the moderator's guide and become familiar with the "intended flow" of the focus group.

Be clear on the key issues to be covered and the tasks that group respondents will be doing.

During the focus group or IDI

5. Allow for moderator flexibility.

Do not expect the moderator to ask every question in the guide or to ask the questions in the same language or order as the written guide. The qualitative process is not as rigid as a survey, and good moderators "follow the energy" in a discussion if a rich vein of information can be unearthed. Moderators also skip questions if respondents have already covered an area or if time constraints exist.

6. Allow for group flexibility. Do not expect:

  • Every minute of every group or IDI to be meaningful;
  • Every question to have an immediate payoff in providing insight;
  • Every comment, statement, response or interchange to directly relate to the topic being discussed;
  • Each group or IDI in a series to provide equal data or for a trend to emerge within each group or IDI .

Some questions, and their subsequent answers by respondents, are "set-ups" or "bridges" to move from one topic to another or to close down an area. Some questions work great on paper and not in real life. Sometimes respondents have to formulate an opinion, and they do that out loud rather than internally. The process of forming that opinion may sound like rambling. Sometimes the moderator is "backtracking" or "future pacing," and the questions and their answers, on the surface, do not appear to be going anywhere. Expect each group or IDI to contribute to a whole understanding of the key issues, not necessarily to stand alone and provide "the answer."

7. Expect respondents to forget the ground rules from time to time and do the following:

  • Talk all at once
  • Talk too softly at times
  • Stray from the topic of conversation
  • Have a side conversation
  • Fail to have the courage of their convictions

The group process is dynamic-the respondents feed and stimulate each other. In the excitement of a new idea, it's natural to blurt out and all talk at once. Fear and shyness about revealing one's thoughts or beliefs can make someone talk softly or want to share only with someone nearby and not to the group as a whole. Being the only one with a positive point of view in the face of negative reactions from others (or vice versa) can cause a respondent to lose his/her courage.

Listening

8. Listen carefully!

Listen for more than a confirmation or a validation of your own point of view. Listen to what respondents are actually saying and see it from their perspective. Be willing to listen to misinformation and find in it an insight to the thinking of respondents.

9. Listen to what is and is not being said.

Be alert to the nuances of meaning and the language respondents use to present their perceptions, opinions, beliefs and attitudes.

10. Do not expect a consensus within or across groups.

The degree of divergent thinking may be the trend that is reported.

Observing

11. Avoid "judging" respondents.

In some ways, this type of research is "sanctioned voyeurism." While respondents are told they are being observed, they tend to forget that fact since they can't hear or see the observers, and they are rewarded with a view of their own faces when they look at the two-way mirror. The tendency for observers, however, is to look at respondents with no chance of making eye contact and use that "fly on the wall" experience in one of two ways:

A. Some clients see the opportunity of viewing members of their target or intended market as a privilege because they are afforded an unobstructed view of the perceptions, opinions, beliefs and attitudes of individuals.

B. Some clients are uncomfortable with the barrier of the mirror and may experience some embarrassment during the viewing opportunity.

Either type of client described above may fall prey, however, to "judging" respondents. Several types of "judging" may go on:

  • Respondents judged as "not worthy" to comment on the content under discussion,
  • Respondents judged because of the way they look; this could include: body type, color of skin, type of clothing worn, speaking ability, level of articulateness, style of hair or cosmetics, sexual preferences, regional dialect, etc.
  • Respondents may be judged because they do not:

-meet the internal criteria present in the mind of the observer

-fit the expectations of the observer.

Moderators (we also judge respondents) have learned to work under a guideline called unconditional positive regard (UPR). This guideline enables us to fully interact with respondents, regardless of our dislike of their looks, speech, attitude, level of participation in the group, etc., as long as they are answering the questions posed and helping reach the intended purpose of the study.

It would be ideal if client observers could also master UPR in the observation process and allow respondents to look the way they look, sound the way they sound, and express themselves without being judged as worthy or unworthy.

How would you sound in a group discussion about a brand new idea or product that had just been presented to you five minutes earlier?

12. Watch non-verbal behavior.

Look for congruence between what is said and how the respondent looks. Do not "label" non-verbal behavior or attach external meanings. Example: a respondent crosses her arms across her chest and leans away from the table as another respondent talks about a sensitive issue. What does her non-verbal behavior mean?

It could mean discomfort with the conversation. It could mean disapproval of the other respondent for having a different point of view and/or for speaking at all about the topic. It could mean an old back injury has flared up an crossing the arms relieves some of the ache. It could mean the yogurt she had before the session is now giving her gas.

Because of the wide range of "possible" explanations that exist, simply note the behavior and see if verbal comments are made that provide an insight to the "stance" taken.

13. Make notes.

During the discussion process make notes for yourself that will be useful to you in the future.

Avoid the following:

a. Intruding on the observation and note taking process of others by kibitzing, chatting laughing at (not with) respondents.

b. Demeaning the comments of respondents because of speech, demeanor, dress, lifestyle, income, race, age or degree of education.

c. Judging respondents by your set of standards and expectations.

Relationship with the facility

14. Stay in the observation room(s) during the research process.

Try to remain inside the observation room(s) during the full period of the interview. Repeated door openings allow respondents to:

a. See back lighted silhouettes of observers,

b. Be reminded that the mirror is two-way.

15. Consider the facility staff as professionals.

Take the work of the facility seriously. Treat the staff as research colleagues, not as maids, porters, or servants. The facility is a place of business...not a club, bar or recreation room. The facility is not a restaurant; if you have a special food request, please ask for it in advance, not on site.

16. Do not abuse the rental agreement that the moderator has with the facility.

Avoid the following:

a. Calling long distance without using your credit card or calling collect.

b. Leaving research papers or "trash" generated during the observation process strewn about the viewing room at the end of the research session.

c. Arriving more than one hour before the group or staying more than one hour after the last group (without prior agreement for either with the facility manager).

Relationship with the moderator

17. Meet with the moderator one hour before the group and work out "agreements."

Be sure the moderator is clear about any changes wanted since the time of your last conversation with him/her.

Work out how the following will be handled:

  • Maximum number of notes to be sent into the moderator. (Suggestion: send no notes into the room during the first 30 minutes to allow the moderator time to build rapport. Exception: If you want a respondent excused...send the note as early as possible.) Send no more than two notes during the whole session (see "false close" below).

  • Approximate time of "false close." The standard practice for the industry is to set the false close at about 15 minutes before the scheduled end time of the sessions. During the false close the following events take place:

-Moderator excuses self with comment: "I have to step out for a moment. While I'm gone, please do the following..."

-Participants complete some task assigned by the moderator. (The task should take 5 minutes to complete.)

-Moderator visits with one: client spokesperson to obtain additional written questions observers want asked of respondents. (Recommendation: print end number the questions so the moderator can read quickly. Remember, the moderator is coming from a brightly lit room to a dark one, and it is very difficult to read in that situation.)

-Moderator returns to the room and asks additional questions.

Remember

18. The two-way mirror in a wall is almost impossible to soundproof.

The following sounds transfer easily to respondents:

  • Clattering cutlery, plates and glasses

  • Tearing sheets from note pads

  • Laughter

  • Moving furniture (rocking back and forth in chairs, chair handles bumping into writing counters, etc.)

  • Rhythmic tapping (e.g., foot against wall, pencil on countertop, etc.)

19. Qualitative research is intended to provide clients with a variety of outcomes.

a. Range of responses from varied groups of respondents

b. Insights into the thinking of a person either in groups or individually

c. Exploration of issues in detail without coming to closure in any one interview or group experience

d. Reaction after "exposure" to concepts, products, ideas, ads, etc.

20. Do not expect to be entertained.

The research process, while sometimes interesting to watch, is not intended to be entertainment. The following range of events may occur during observation of focus groups or IDI's:

  • boredom
  • excitement
  • anger
  • joy
  • sadness
  • enthusiasm
  • frustration
  • creation
  • disappointment
  • enlightenment
  • distraction
  • attentiveness

21. Qualitative research is not brain surgery.

It's real people providing their points of view about products, services, ideas, concepts or advertising. Sometimes it's funny: ("The Census Bureau knows from its data banks how much liquor we drink.") Sometimes it's sad: ("I never expected to be a widow at 34...I thought Charlie and I would be married forever.") It can be tiresome or enervating or exciting and enlivening. However the process goes, it's always about people.

You have a "window" into the lives of respondents. Enjoy the view!