Editor's note: Gina Holub is a freelance analyst in Bethlehem, Pa.

In today's environment of headcount restrictions and one- or two-person qualitative shops, more and more busy marketing research firms are choosing to subcontract the analysis and reporting functions to freelance analysts. While this practice has a positive impact on the company's bottom line by helping to reduce overhead expenses, it can also present an interesting set of challenges. Many problems that arise when working with freelancers occur either because the analyst is not present during the research or because he/she is not as intimately familiar with the client's industry, needs and research objectives as you are.

Most of these challenges can be addressed via a few simple dos and don'ts. While some of these tips may seem like common sense items, they are frequently overlooked by a surprising number of even the most experienced moderators.

  • Do always keep in mind that the analyst can't see what's going on in the groups or interviews. Most likely, he/she is listening to audiotapes or working from transcripts and has no visual clues whatsoever as to what transpired during the research. Even if the analyst is watching the groups on videotape, the camera is likely to be fixed on the center of the table and does not pick up everything needed for a full understanding of what is happening. While some moderators understandably prefer not to remind respondents that they are being recorded, it is critically important to be conscientious about articulating the relevant information for those listening to the discussion at a later date.
  • Do audibly confirm participant responses. When you ask if respondents agree or disagree with a particular statement, don't let them just nod or shake their heads. A voice vote or a statement such as "I see about half of you agree with that" helps a great deal.
  • If you feel comfortable doing so, do consider taking headcounts for all such questions. Some moderators dislike headcounts for fear that clients in the back room will misconstrue the meaning of this information; however, while this is not quantitative research, the analyst needs to get some insight into whether the room generally feels positively or negatively about a particular issue.
  • When using stimuli of any sort, do always assign each item a name, number or letter, and be sure to articulate which stimulus respondents will be looking at as you pass it out. To minimize confusion, it is best to make this announcement at the beginning of the discussion. This tip is especially important if the stimuli are similar. If the stimulus is several pages long, it helps to give each page a separate designation.
  • If respondents are discussing actual product samples, don't allow them to simply point at a prototype and say "I like this one" or "I don't like that one" without clarifying what they are pointing to for the tapes.
  • Along these same lines, if respondents are looking at an advertisement or evaluating packaging designs, don't let them discuss different graphics, copy points or headlines without audibly confirming precisely which elements they are referring to.
  • Do tape the client debrief whenever possible. The analysis will be richer and more comprehensive if the analyst can hear and incorporate the client's thoughts into the final report.
  • Do encourage all respondents to speak loudly and clearly. If you or the clients in the back room are having difficulty hearing what participants are saying, it is very likely that the voices will not be coming across clearly on the tapes, either. Consider asking participants who insist on speaking softly to sit directly beneath the microphones. If feasible given the target market you are studying, screen out respondents with heavy accents or speech impediments as well.
  • Do control side discussions as much as you can. Audiotapes with multiple simultaneous conversations are not only frustrating to listen to, they can easily result in the loss of vital information.
  • Do try to minimize all other noises in the room. Don't allow respondents to tap pencils on the table, eat potato chips or other crunchy snacks, or slam the door if they leave the room. Ask participants to turn off cell phones and pagers before the group starts, or, if they are unwilling or unable to do so (a common problem when working with physicians), ask them to step outside to take their calls. Limit coughing and sneezing if possible, and if a chair squeaks, ask the facility to replace it. These types of noises are distracting and can make it difficult to ensure that all the important information is gleaned from the tapes.
  • Do review the quality of the tapes from time to time as the research is being conducted. If you're doing in-depth interviews, check the sound level after the first few to be sure both your voice and the respondents' voices are audible. Similarly, if you're doing focus groups, check the tapes at the conclusion of the first group. One moderator I work with routinely excuses himself a few minutes into his groups to check the audio quality of the tapes before proceeding with the discussion.
  • Do make sure the facility gives you the correct tapes for your groups. Labeling errors are not uncommon, and you could end up with tapes for another moderator's groups or even for an empty room. Each tape should be labeled with the date, time and topic of the group, as well as the moderator's name. This is especially important if the facility is hosting multiple projects on the same night.
  • If different subsets of respondents are being interviewed for the research, do be sure the facility labels the tapes with this information. For example, it may not always be evident that a particular tape is a group of young African-American women just by listening to it. A clearly labeled tape will make sure differences among respondent types are properly noted.
  • If you are having the facility send the tapes directly to the analyst for you, do double check to be sure that they are sending a complete set of tapes. This saves time and confusion later by ensuring they do not send both tapes for a single group rather than one tape for each session.
  • Do provide the analyst with copies of all stimuli and/or actual samples of any products being evaluated. The ability to see and handle the stimuli will add context to the writer's understanding of respondent opinions.
  • Do send the facility summary sheets and completed screeners to the writer in addition to the tapes. These give the analyst a better sense of the group's composition as well as greater perspective into any given respondent.
  • Do provide the analyst with clear information about the background and objectives of the research before the project begins, and be sure to keep him/her informed of any changes in objectives as they occur. In addition, if the client wants some type of analysis which is out of the ordinary, inform the writer immediately. Ideally, this information should be shared with the writer before he/she begins listening to the tapes, as it may impact how he/she takes notes and sets up the analysis plan.
  • When shopping for a freelancer to help your firm out during busy times, do ask potential candidates for writing samples and references. The analyst should be able to provide you with at least two sample reports in your industries of interest as well as a listing of current or past customers who can give you some idea of the writer's ability.
  • In addition, do be willing to provide the analyst with a sample report which has been written in the style you prefer. Different firms use different writing styles and formatting, and you will want to find a writer who is flexible enough to match your preferences to the greatest extent possible.
  • Do be prepared to spend more time clarifying your expectations of the writer for the first report or two, until you are comfortable with each other's way of doing things. This small investment of your time up front will ultimately result in finished reports which require far less editing.
  • Once you are comfortable with the writer's style and capabilities, don’t feel the need to micro-manage their work. Set a firm deadline and make yourself available to answer any questions or concerns that might arise, and then step back and give the writer room to work. If you are in a position where you don't trust the analyst to complete the project on time and/or to your satisfaction, perhaps you are not working with the right person.

Most freelance analysts are experienced professionals who can apply the fundamental rules of marketing research analysis to any project, regardless of the subject. However, by following these few basic tips, moderators will increase their chances of getting back a comprehensive, well-written report which will meet both their needs and the needs of the ultimate client.