The Art of Moderating Well
Moderating qualitative research projects and moderating them well are two very different things. At its core, moderating is the act of overseeing a conversation, posing questions, and reporting back to an end client. To moderate well, someone has to put a multitude of additional skills to use. We spoke with both experienced moderators and participants that have done countless research interviews to learn what those skills are.
They are empathetic
A common response among moderators and participants alike was that being a good moderator and being empathetic go hand in hand. Empathy helps the moderator to build a strong relationship with the participant. As a result, the entire session can run smoothly and the moderator can extract valuable information with ease. That said, showing empathy in a market research context can look different from person to person.
For Lisa Horwich, Managing Partner at Pallas Research Associates, being an empathetic moderator means being able to comprehend the pain points that a participant may be experiencing. Oftentimes, when a moderator truly listens to the participants' experience, the two can find common ground, allowing the conversation to feel organic and comfortable for both parties. Veteran participant Jason, a Global Director of IT in the retail and wholesale space, recognizes a moderator's empathy in a different way. For him, having a moderator that understands the time constraints and general needs of the participant is incredibly important. Holding a participant overtime without asking for an extra five minutes isn’t something that an empathetic moderator does, even if the participant is paid for the overage. That said, other participants who chose to remain anonymous mentioned they love overages because it means more money in their pockets. An empathetic moderator will recognize that the participant has a schedule of their own and request the additional time before going over.
They are an active listener
One of the most repeated characteristics provided by moderator interviewees was that a good moderator must be an active listener. Active listening, in its simplest form, is the act of being completely engaged in the conversation when another individual is sharing their thoughts with you. In moderating, this means asking your question, listening attentively, showing interest through subtle cues such as nodding, and responding appropriately or with related questions; active listening is not taking notes, interrupting, and saying “uh huh” after each point.
For Helen Karchner, co-founder and CEO of Karchner Marketing Research, LLC, active listening is of the utmost importance when it comes to being a good moderator. She believes that a great moderator approaches each qualitative research project with the goal of listening with an open mind, listening for key words, listening with empathy, and listening to gather as much information as possible. Bruce Peoples, Founder of Peoples Marketing Insights, holds a similar opinion. For Peoples, actively listening helps to slow things down and keep the pace of the conversation steady. If the discussion becomes rushed, details are likely to slip through the cracks and important follow-up questions are forgotten. Listening attentively ensures that all of the important details are given the attention they deserve and allows for the moderator to get the most out of the interaction. Having said that, at its most extreme, active listening can hinder the progress of the discussion. Some participants mentioned that good moderators know when to politely guide the conversation in a new direction.
They have a good energy
As was the case for active listening, the majority of those interviewed noted that something that can take a moderator from good to great is having good energy. In regard to crafting a good energy, Jeff Hecker, Principal at Athena Brand Wisdom, began by introducing the important point that a good moderator “creates a robust environment for conversation”. To Hecker, this meant helping to make participants feel comfortable throughout the discussion. In terms of specific attributes, one of the participants interviewed felt that an upbeat and positive attitude could make all the difference in a qualitative research setting, noting that impatience and irritability could lead to a conversation that is both awkward and unsuccessful. In agreement with this, another participant said, “there is nothing more awkward than when a moderator is aggressive or frustrated on a call.” Additonally, Jason suggested that being easy going as a moderator is particularly important. Moderators that don’t display this trait often do so because they are overly aware of their time restraint, causing them to cut off the expert mid explanation or to act aggressively - both of which are things that nobody wants during a qualitative research project.
They come with a structure, but they’re still flexible
Most moderators have a plan for their conversations with participants but are prepared to deviate if necessary. When interviewed, both Horwich and Hecker highlighted the importance of having a structured approach to moderating qualitative research projects. Not only does having a structure allow the conversation to be more efficient, but it also ensures that everything that needs to be discussed has its moment. Conversely, some participants highlighted their distaste for excessive structure. They noted that it often comes across as choppy, inorganic, and surface level. With that in mind, it’s important to recognize that there are benefits to being flexible when it comes to your plan. While, as Hecker noted, moderators are trained to probe during conversations so that they can get to the root of various issues, being able to let things go and roll with the punches is incredibly valuable. Peoples emphasized this when he suggested that being able to improvise during a conversation is a vital skill. Next time you moderate, be sure to be flexible when it comes to structuring your conversation; things don’t always go to plan during discussions, and being able to pivot will be in your best interest.
They are sincerely curious
Last, but certainly not least, is the notion that to be a great moderator, you must be sincerely curious. In the eyes of Peoples, this means two things. Firstly, you are genuinely interested in the subject matter of the project. Secondly, and this circles back to actively listening, you are truly intrigued by what the participant is saying in response to your questions. By practicing both of these things while moderating, you will not only impress your client by understanding the topic, but you will also make the participant feel heard and understood and gain valuable insights along the way.
Wondering how to make other aspects of the research process great? We invite you to read our article on how to be a great research participant or how to write a great screener next.
Written by: Sadie Estey
