The best moderators use two methods to discover the hidden emotions and motivations they were trying to understand. First, they would employ the Socratic method: they would ask an open-ended neutral question or statement such as “please tell me more about that” or ‘what is it about that that makes you feel what you feel.” In other words, they would always validate the respondent and make the respondent safe to both have, and reveal, their feelings.
Second, they always appear to take a genuine interest in the person speaking and (unless the person was way off track) in what they were saying. This interest was palpable, regardless of their style. And I came to see that their styles, which varied from demure to scholarly to abrupt to confrontational, did not really matter if respondents sensed a genuine interest in the moderator. And the very best moderators where able to sense what style was most appropriate for a given respondent or group of respondents and adjust their approaches accordingly.
Slowly, I began to adopt these methods in my interactions with my colleagues, clients and senior managers. Rather than bulldog my analysis of market research results (after all, they should be listening to the voice of the customer (or potential customer)), I began to present results and periodically checking in with the listeners by asking questions, requesting feedback and ascertaining a sense of their receptiveness and their areas of resistance instead of challenging them with “why” do you feel or see or hear it this way when the results clearly show it is that way.
If you haven’t already begun using your moderators as a resource for helping you socialize market research results in your organization, my experience suggests that they might provide valuable insights for you. And if your organization does not regularly engage in qualitative research, you might consider taking a course in moderating yourself. You could gain considerable advantage in the corporate political game through such training. I have taken the moderator training offered by RIVA and can personally recommend it.
Comments and discussion welcome!
Dr. Bob
