What is a Moderator guide?
- Content Type:
- Glossary
Moderator guide Definition
The outline that the moderator uses to lead the discussion in the focus group session. It is developed by the moderator on the basis of the briefings and identifies the topics that will be covered in a focus group session, and the approximate emphasis that will be given to each.
A moderator guide is a structured outline used to direct discussions in qualitative research sessions, such as focus groups or in-depth interviews. It contains key topics, questions and prompts to ensure that the session covers all necessary areas of inquiry while allowing for flexibility to explore spontaneous insights.
Who relies on a moderator guide in market research?
Moderators, market researchers, research firms and project managers rely on moderator guides to keep qualitative sessions focused and aligned with the research objectives. It is essential for anyone involved in facilitating or analyzing qualitative data to ensure comprehensive and consistent coverage of key topics.
What are key aspects of a moderator guide in market research?
Key aspects include:
- Structured flow: Organizes questions and topics in a logical order.
- Key questions and prompts: Lists primary and follow-up questions to explore topics in depth.
- Flexibility: Allows the moderator to adapt to participants' responses while staying on track.
- Objectives alignment: Ensures that all research goals are addressed during the session.
- Introduction and wrap-up: Provides guidelines for setting context at the beginning and summarizing at the end.
Why is a moderator guide important in market research?
A moderator guide is important because it ensures consistency across sessions, helping moderators cover all essential topics and meet research objectives. It keeps discussions organized, maximizes data relevance and enables effective comparison between sessions, enhancing the quality and reliability of qualitative insights.
How do market researchers use a moderator guide?
Market researchers use moderator guides to plan and conduct qualitative sessions. The guide helps moderators navigate discussions, ask relevant questions and probe deeper into responses. After sessions, the guide serves as a reference to ensure all topics were covered, aiding in the analysis and comparison of data across groups or interviews.