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
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.
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