What happen in focus group discussion and what are requirements from a moderator

Some group moderation skills are essential to guarantee the success of focus group discussion

The moderator will never let the group discussion out of control, or let the discussion becomes too aggressive

Leadership skill:

Participants who are qualified for focus group discussion come from different location, have different personality, gain different experience from the products/ market/ industry that focus group discussion is talking about, therefore, it is essential for a moderator to be determine to fulfill the objective of the discussion. The moderator will never let the group discussion out of control, or let the discussion becomes too aggressive to ensure dynamic research and friendly sharing environment.

good moderator identifies the potential verbal insights from participants, which give more market insights to market researchers.

Listening skill:

In dynamic research environment, good moderator verbally guides the discussion of group through asking questions and questioning the answer or viewpoint, but most of the time, moderator spends time to listen to answers of participants. Through listening participants, good moderator identifies the potential verbal insights from participants, which give more market insights to market researchers.

Flexibility:

Good moderator needs a flexible attitude to adapt to different focus group discussions. For example, Moderator’s verbal and non-verbal communication needs to be different between group of high class customers and low class customers. Besides, to provide a willing to share environment of participants, a good moderator generally rotate the upcoming questions, based on the flow of conversation. They will never move to the next part of discussion, then go back to the story that group members have talked about.

Topical Expertize:

A good moderator has ability to understand language used by respondents. In addition, it is not necessary to say that good moderator will have some insights about the topic of discussion in order to ask right follow up questions for deeper How market insights support the success of business.

Discernment:

Good moderator draws out the thoughts and perceptions from all respondents within the group, because sometimes, some respondents are not willing to share their own opinions, or even worse, they just follow opinions from other respondents. Good moderator encourages expression and contribution from each respondent to achieve market research objective.

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Compiled by AMR Group (Marketing Research in Vietnam-Nghien Cuu Thi Truong Viet Nam) on 2014

Source: small business

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This article is compiled by AMR Group to provide updated information on markets. AMR Group puts the best effort to obtain the most accurate and timely information available from various reliable sources. The article should be best considered a reference and indicative only. It is not an offer or advice for any actions related to any assets. AMR Group provides no warranty or undertaking of any kind in respect to the information and materials found with, or linked to the report and no obligation to update the information after the report was released. AMR Group does not bear any responsibility for the compiled information, or any consequences arising from its use.