Editor's note: Stephanie Tudor is president of Stephanie Tudor Transcriptions, a New York City-based focus group transcription service.
Over the last five years, in my work as a transcriber of focus group tapes, I've had the pleasure of having moderators all over the country discuss their focus group problems and concerns with me. During these conversations, the subject of crosstalk inevitably comes up.
Although most moderators agree there is a fine line between controlling a group and allowing for spontaneity, most acknowledge that a high degree of crosstalk in a group can be disruptive as it tends to break up the ideas presented and can fragment the text in even the most strict verbatim transcription. When this occurs, it becomes harder for the researcher to moderate and gain the effective results he or she is looking for, Crosstalk happens when more than one respondent speaks at a time, or when respondents interrupt each other, or when there is a constant background of secondary distracting conversation going on while the main respondent is speaking. In all focus groups, a certain amount of crosstalk is expected, but when it gets out of control, both the moderator's and the transcriber's jobs are made more difficult.
We've learned by our daily listening to moderators on focus group tapes what styles of moderation and techniques for controlling crosstalk seem to work most successfully. Most moderators mention crosstalk in their standard group warm-up, and at times it is enough to say, "Please speak one at a time." However, many, many times this is quickly forgotten by respondents, and excessive crosstalk occurs. We've found it's best not to assume that the warm-up alone will hold the crosstalk in check. In most cases, it appears that it does not.
The best way to control crosstalk is right from the first occurrence-and then, each time it occurs thereafter. In the case of crosstalk, the moderator should consider the effectiveness of setting a pattern of group behavior right away, as participants really do not know what the ground rules are in this area. This is in addition to what has been said in the warm-up. Each additional reminder reinforces, and it is this reinforcement that is the most important factor in crosstalk control.
After your first reminder of crosstalk to the respondents, if crosstalk occurs again, remind the group again. If crosstalk re-occurs, remind the group again. When a few reminders are given, the respondents realize what is expected of them, the crosstalk is lessened considerably, and the group proceeds more smoothly. We have also observed that the spontaneity of the groups is not affected to any great degree, and the general group interaction is much improved.
The following are direct quotations we have compiled from groups we've transcribed in the last few years which seem to be the phrases most moderators use to control crosstalk:
One at a time please-everything you say is very important to us. We need to hear you. One at a time please, we'll give everybody a chance to speak. Everybody's opinion is important. One at a time, so we can hear from all of you, please. We value your opinion, and we really want to hear every word you have to say. Everybody will have a chance to speak, so try to speak one at a time now. The microphone will only pick up one voice at a time. Please, if you all talk at once. the tape won't pick it up. The tape won't pick up two voices at a time, so if you can speak one at a time and hold your comments, I'll get right back to you. Please, please, one at a time for the tapes, for the tapes! Could you please speak one at a time, because when I get back to my office and re-listen to these tapes, I won't understand some of what you've said. Could you please repeat that comment-we couldn't hear you. Can you please repeat what you said, only louder? Can you say that again, in the exact same words? Shhh! Shhh! One at a time, please. I beg you, one at a time please. John, we want to hear what you have to say; and you'll have your chance after Barbara is finished. Sally, can you hold onto your thought until Jane finishes? Ladies in the background, I'll want to heat your comments. Can you wait until Jennifer is through and then tell us your opinions? Ladies and gentlemen, if you settle down we can hear what you all have to say. Let's continue one at a time so we get to all of you.
We hope that the above recommendations will be useful and contribute to a better focus group product.