Moderation of focus groups is a kind or art. It requires a number of skills and experience. You need to be a good listener but sometimes also a motivator or even a lion tamer. Every group composition and group dynamic is different.
Thus the outcome / insights gained can vary greatly from one group to another. The more groups are conducted the more solid are the results. For the observation and thorough analysis it is not only important what the target audience says (verbal communication) but how are opinions put forward, what behaviour and non-verbal communication can be observed in order to get the full picture: Understanding of the deeper meaning; open und underlaying emotions, and the psychological setting; My advise: make more out of focus groups than be content with a snapshot. As a trained moderator I can support you on the study design (number of groups, locations, target group definition), developing the discussion guide and with analysis (verbal debrief or a report).
While there are some marketeers who are of the opinion that a successful workshop do not need much moderation or no moderation at all I am convinced of the opposite. A moderator should be a neutral person to the workshop topic…
in order to allow a bird´s eye perspective that guarantees that a topic is not steered in one direction by a topic owner or team members with a distinct intention. The moderator helps to structure the topic, stimulates the group members if necessary via input / creative techniques, caters for a good flow and hold the reins if needed in terms of gridlocks. The workshop moderator also is in charge of keeping track of standpoints, milestones and extra-ordinary ideas & opinions as well as summarizing insights.
In-depth interviews or f2f interviews as they are often named are very suitable when you have a target group that is very special, so that it is difficult to arrange for a focus group session in one location. Another important indication to…
advice on conducting in-depth interviews is for sensitive topics like personal financial situation, health care or intimate products. In-depth interviews are also a great addition to focus groups in order to receive a deeper understanding of underlying motives. Reason: f2f interviews that last a minimum of 20 minutes provide a much longer individual interview time that can be used to create a trustful relationship that allows for an intimate interview situation. My experience is that often the last minutes of an interview are the most valid ones as social desirability will be disregarded. The IDIs (in-depth interviews) can be conducted at a dedicated market research facility (with or without observation possibility or at another place that suits the respondent (e.g. at office, at home (ethnographic setting) or in a quiet coffee shop.
Since the beginning of qualitative online methodologies to appear in the market as an additional qual method I have been moderating web-based interviews, communities, online boards, and online focus groups.
Thus, I am familiar with most online platforms that facilitate remote moderation, either on a one-to-one in-depth level, with a small group or with a larger audience. Either arranged for a specific time like for online focus groups or over a longer period like with a typical online board lasting 3-5 days to two weeks. The charming element is the variety of available tools & research means that help to explore and deliver the answers of marketeers in a timely manner (Does my communication / product gets enough attention? Is it understandable? Is it unique? Who is most likely to buy it? For what reason? What are the strengths of my positioning and branding ? How consumers perceive the competitive landscape?
In particular for B2B target groups like C-suite managers or other management levels with little spare time telephone interviews have proved to be a very suitable and cost-effective research method. Xxx Typically a set of telephone..
in-depth interviews (min. n=6) shall be conducted in order to get a good picture of the topic in focus. Stimulus material can easily be viewed by the target group via screensharing and/ or via conducting the interviews via an online platform that allows to use tools. In interview that can include semi-structured elements will be audio recorded so that full transcripts can be provided. Alternatively I will prepare summaries per interview or a report. The privacy of respondents will be fully protected as the interviews will be conducted in accordance with the privacy law of the EU and in accordance with the DS-GVO (Datenschutzgrundverordnung)
In addition to a quantitative or qualitative research design or as a stand alone approach, interviews with experts in a specific field often turn out to be a gold mine with regards to insight generation. Expert interviews can save…
valuable time and provide an advance in knowledge that otherwise is either difficult, impossible or only expensive to secure. With regards to facilitating a valuable expert interview high flexibility of the moderator with respect to method (telephone, teleweb, face-to-face), location and timing is an imperative like integrity and a trustful appearance.
Development of discussion guide
Moderation of focus groups, in-depth interviews (IDIs), telephone in-depth interviews (B2B), expert interviews
Moderation / Co-Moderation of workshops (customer workshops, brand & product development)
Moderation of online boards, communities and online groups with B2C and B2B targets
Analysis, de-briefing & reporting (from toplines to full-report in German or English)
Consulting on study design (appropriate methodologies, locations in Germany)
Target group definition, sample size
Translation of screener / discussion guide (English-German)
Transcription in German and/ or English (via professional transcription service)
Recruitment, facility rental
Market Research on tobacco & casino games