Focus Group Discussion – Moderator skill

A focus group is a type of interview and it seems like it would be simple to conduct, but focus group discussion is highly depends on the skill of moderator, who is going to moderate in focus group discussion. Besides 5 important skills that we have mentioned before [see “How to be a good focus group discussion moderator], there are several skills that a high quality moderator should have to effectively control a focus group discussion

A Good Moderator for Focus Group discussion requires multiple skills

Fast Learner:

A good moderator will need to have ability to study quickly, understand large amounts of information in short time. That moderator also has well knowledge about mentioned industry, client’s business and products to ask to correct questions and interpret respondents’ answers.

Conceptual Thinker:

By definition, qualitative research is exploratory in nature. Not only must the moderator be able to think conceptually, she needs to be able to help focus groups participants articulate their thoughts and responded to abstract ideas that may not be well developed.

Understands group dynamic:

The moderator needs to understand how groups work, how to structure and lead group processes, and how to help groups of people to fully interact and thoroughly explore the topic under discussion.

Sincerely interested in people:

Effective moderators are intrigued by people’s behaviors, thoughts and feelings – and their interest shows. They respect each person’s unique point of view and let each participant know their opinions matter. They are empathetic – able to walk in other people’s shoes and see things from the other person’s perspective

Neutral and objective:

Maintaining objectivity is essential to moderators. They must be able to remain neutral during the group discussion itself and able to analyze the output from a series of focus groups without personal bias and without being influenced by pre-conceived ideas of what the outcome might be.

Flexible and Open:

The best moderators are able to change direction quickly and effectively. They know when to pursue the unexpected – a participant’s unexpected line of thinking or an aspect of the topic that may generate valuable insight. They are flexible enough to take advantage of the natural ebb and flow of focus group discussions, while keeping the group on track to achieve the objectives of the session

Patient and Persistent

Good moderators know when to sit back and wait, how to watch, and when to probe and follow up. They are not only able to interpret body language, facial expressions and other nonverbal cues; they know how to use silence, how to encourage participation and how to ask for more information to deepen the quality of group discussion.

AMR Group is an expert in Vietnam and its markets. The team is local but with international training and experience, operating to global standards. AMR Group helps brands bloom in Vietnam through lean, focused & reliable marketing research from VINAMR Marketing Research & Consultants; marketing & brand strategy with AMR. VINAMR Marketing Research & Consultants provide world class lean, focused and reliable research through deep understanding of the brief, international quality field, professional data handling & decision-orientated analysis, action focused recommendation. AMR use insights from VINAMR Marketing Research & Consultants to deliver effective marketing & branding consulting, retail consulting & training, seminar & training: Brand War

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

Source: Strategic Initatives

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