Editor’s note: Delanea Davis is managing partner at market research and CX firm Experience Design International in Hartford, Conn.
If you've ever read or written a qualitative report and heard, "We didn't learn anything new from this research," it doesn't necessarily mean the research design or interviewing guide were flawed. It could mean the moderator didn't completely connect with the respondents. When the moderator thinks of his or her role as a job versus a passion to learn about people, it comes through in the interview and insights can be shallow.
While my graduate school mentors taught me to "stick to the script,” I have learned that a solid qualitative researcher can be authentic when interviewing respondents in both B2B and B2C research studies. For me, that may include channeling “crazy Aunt Delanea,” as I’m affectionally called by my nephews.
Whether you are facilitating one-on-one interviews or focus groups with first-timers or seasoned respondents, you may find that there is an expectation that the experience will be serious and dry, especially in industries such as finance or health care. So, when you kick off a session with a statement like "I am here to make insurance sexy and we are going to have a blast together today," not only do you get them laughing but you set yourself up to get deeper insights than a run-of-the-mill qualitative session.
The secret to producing great qualitative research is to have fun in the process. When respondents have fun with you, you get the gold. Assuming you have a great discussion guide, reliable recruitment and solid report writing skills, the magic really happens during the interview process. Consider these four before, during and after tips to add the power of fun to your qualitative research.
1. Before you begin, create a mental profile of your respondent base. What might a day in the life of this respondent feel like? If they are insurance agents, what made them choose that profession? If they are wealth management advisors, what about their job is most satisfying? What is the basic psychology and lifestyle of these professionals? If you are unsure, call someone you know with a similar role and ask these questions. You will find that certain personality types are drawn to certain professions. Your session will have an easier flow if you lock into your respondent’s work personality before you begin.
I recently interviewed gym owners about their insurance needs. Before my sessions, I called a former CrossFit gym owner to ask all about what inspired him to be an early adopter of the CrossFit gym movement in Connecticut. I also asked him about the culture of gym owners. This helped me design a great discussion guide and gave me a sense of what to expect during my groups, which made a big difference on moderation day.
2. Set a goal of making a personal connection with your respondent during an interview. Think of it more like a conversation vs. an interview. Before the camera starts rolling, share a fun fact about yourself. Keep your tone upbeat and conversational. The more you genuinely enjoy the conversation, the more enjoyable it will be for your respondent. If you are staunchly sticking to a script, the experience is boring for you, your respondent and your client who may be sitting through 12 focus groups or 20 IDIs. Smile, nod to demonstrate active listening and offer verbal affirmations. Remember that people enjoy telling you about themselves and like flexing their intellectual muscles by sharing what they know.
3. Build in a follow up. While not the norm, I plan for an second optional contact with respondents at the end of most focus groups or IDIs. If you've successfully established a rapport during the interview, nearly everyone will agree to speak with you again if you have any follow-up questions. Time flies when you are leading a discussion, and there are always those few respondents who are creative, innovative thinkers that offer the money quotes for your reports. Having the ability to call the best respondents for a 15-minute follow up can really make your analysis sing when you are in the final hours of insight generation.
4. Have fun! Rather than go into interviewing with your serious face on, be yourself. It's OK to laugh and let your personality shine through. When you make the experience memorable, your stakeholders are more apt to pay attention during live sessions rather than check e-mails in the back room. Your respondents are more open, honest and synergistic in the sessions. And you are more inclined to remember those magic moments that happen in your sessions that take your report from good to great.
Engaging and fun
You will know you've mastered these power moves when your work queue is filled with projects that excite you. You will also notice everyone, including you, is smiling before the research begins, during your interviews and after the research is complete. Being who you really are in business is what makes work feel like play. So, channel your inner "crazy aunt" and make qualitative research informative, engaging and fun for everyone!