Editor's note: Marilyn J. Rausch is qualitative research director at Rockwood Research, St. Paul.
"Your job looks like it's so interesting. What qualifications are needed to become a moderator?"
Questions like this, coupled with informational interviews with those exploring career options, may send you searching for a list of qualities to accurately inform without totally intimidating "wannabe" moderators. For years many professional researchers have relied on Naomi Henderson's "Qualities of a Master Moderator" (QMRR, December 1989). In that article, Henderson insightfully sets forth the 25 qualities displayed by those who have become proficient moderators. But what about beginners? For those examining their skills in order to determine whether or not they could be a good focus group moderator, this set of 12 attributes and skills is offered:
1. Genuine interest in people, their behavior, emotions, lifestyles, passions and opinions.
2. Acceptance and appreciation for the differences in people, especially those whose lives vary greatly from your own, what Henderson refers to as unconditional positive regard.
3. Good listening skills, the ability to hear both what is being said and to identify what is not being said.
4. Good observation skills, the ability to see in detail what is happening or not happening and to interpret body language.
5. Interest in a wide range of topics and the ability to immerse yourself in the topic and learn the necessary knowledge and language quickly.
6. Good oral and written communication skills, the ability to clearly express yourself and to do so confidently in groups of all types and sizes.
7. Objectivity, the ability to set your personal ideas and feelings aside and remain open to the ideas and feelings of others.
8. Sound knowledge of the basic principles, foundations and applications of research, marketing and advertising.
9. Ability to maintain a client-service orientation without compromising the principles of the above mentioned disciplines.
10. Flexibility, ability to live with uncertainty, make fast decisions and think on your feet (or the part of your anatomy that is seated in the moderator's chair).
11. Ability to think and function on at least three different levels simultaneously.
12. Good attention to detail and organizational ability or the wisdom to employ someone who has these skills, if this is one of your weaknesses.
If you possess all 12 of these attributes and skills to a high degree, you probably can also walk on water and should be pursuing a career as a prophet. On the other hand, if you seem to lack most of them, you may want to think again about the challenges of becoming a moderator. If you have a strong interest in moderating coupled with most of these skills, you may be ready to put on your Speedo and take the plunge.