In this edition of ‘FAQs with Jenny’, our Founder and CEO, Jenny Karubian offers industry insights into the role of a Moderator.
With 15 years of experience and over 3,000 moderated sessions across various topics and international settings, she has accumulated a wealth of Moderator experience, and - in this episode - she delves deep into the world of Moderator services to offer her invaluable time-tested insights.
Read on to find out what the role of a Moderator is, what makes an experienced Moderator, when you should hire a Facilitator as opposed to a Moderator, and whether you would need to hire a Moderator.
WHAT IS THE ROLE OF A MODERATOR?
A Moderator, Jenny explains, is retained as an impartial third party to conduct research.
This research involves facilitating Interviews and Focus Groups with diverse participants, including consumers, clients, students, and parents among a whole host of other types of participants.
Jenny distills the Moderator's primary responsibilities into an inexhaustive list as she shares that the role of the Moderator is to:
- Ensure the conversation remains focused and productive
- Manage the time of the session
- Maintain topic relevance
- Guide participants - particularly in group settings - where discussions tend to stray.
By doing all of the above, the Moderator ensures that the client receives the necessary insights efficiently and effectively. Their expertise allows for a smooth, productive session, ultimately delivering valuable research outcomes.
WHAT MAKES AN EXPERIENCED MODERATOR?
An experienced Moderator brings a unique blend of skills to ensure research sessions are productive and insightful. Key among these is the ability to effectively manage discussions, maintaining a steady pace and adhering to time constraints. This prevents sessions from running overtime or dwelling excessively on a single point.
Jenny, speaking on her best practices as a Moderator, says, ‘I also manage the discussion between the research participants, make sure the people are speaking one at a time, that they’re staying on topic, that they are answering the questions that they are requiring and overall that the session is productive, fun and engaging.’
Crucially, an expert Moderator ensures that the client's research objectives are accurately translated into relevant and targeted questions for participants.
Furthermore, adept Moderators excel at facilitating participant interaction. They ensure orderly discussions, where individuals speak one at a time, remain focused, and provide pertinent answers.
Beyond logistical management, seasoned Moderators cultivate an environment conducive to open and honest sharing. Jenny says that, ‘People share more when they feel as though their Moderator is expressing empathy, genuine interest in what they’re saying and so my strength in conducting Focus Groups is making sure that I connect with the people who are participating so that they feel comfortable in a group setting or in an individual setting. Sometimes we choose individual settings if we’re trying to get sensitive information especially when it comes to topics like people’s health, their experience as a client with a particular company, things like that.’
On the other hand, Jenny says that, ‘Group settings are great when we are talking about less consequential topics and we want people to really build on each other so that we can get a consensus on what people are saying about a given topic or area of discovery.’
A Moderator must be able to demonstrate empathy and genuine interest, fostering a sense of comfort that encourages participants to express themselves freely. This connection is vital, whether in group or individual settings. As Jenny says, individual sessions are often preferred for sensitive topics, such as health or client experiences, while group settings thrive on building collective insights and achieving consensus on less sensitive subjects. Ultimately, an experienced Moderator transforms research sessions into engaging and productive dialogues, yielding valuable data.
FACILITATOR OR MODERATOR?
Lending insight into the difference between the two roles of Facilitator and Moderator, Jenny says ‘Sometimes clients want to hire us to do Facilitation as well as Moderation. Facilitation usually… doesn’t require the same level of conversation management.’
Facilitation typically involves longer engagements, like full-day workshops, and demands a different approach to managing the flow of information. Unlike the focused conversation management of Moderation, Facilitation emphasizes guiding participants through structured activities, such as creative exercises or strategic positioning workshops.
In these scenarios, the facilitator's primary goal is to ensure all activities are completed within the allotted time, that every participant's voice is heard, and that the overall session maintains a positive and productive atmosphere.
According to Jenny, ‘The Facilitator’s role is to make sure that time is managed, that everyone gets a voice, that all of the activities are covered and then keeping the session flowing and on a positive note throughout the day.’
Essentially, Facilitators are tasked with orchestrating the entire workshop experience. Beyond workshops, Facilitators are also sought after for events like Q&A sessions, film festivals, and conference panels, where they guide discussions and manage audience interactions.
The role of the Facilitator prioritizes inclusive participation and ensures a smooth, engaging experience for all involved, extending beyond the focused inquiry of a traditional moderated session.
WHY HIRE WHEN I CAN DO IT MYSELF?
Deciding whether to moderate sessions yourself or bring in a professional can be a pivotal choice. Let's weigh the pros and cons. One significant advantage of hiring a Moderator is the introduction of an unbiased perspective.
An external Moderator, unaffiliated with your company, often puts participants at ease, encouraging more candid and honest feedback. Participants may feel intimidated when speaking directly with company officials. This impartiality is especially crucial for blind studies, where concealing the research's purpose and sponsor is essential.
An external Moderator ensures participants remain unaware, preserving the integrity of the data. Furthermore, a professional Moderator brings expertise in crafting effective discussion guides and structuring sessions to maximize insight gathering. They ensure that your research objectives are consistently reflected throughout the entire process, from the initial discussion to the final report. This level of expertise ensures you get the most valuable and actionable data.’
Moreover, to broaden our reach and better serve diverse clientele, our Market Research team has expanded its Moderation and Facilitation services to include English, Spanish and Chinese, if needed.
Get in touch if you’re looking to hire a Moderator or Facilitator for your next research session.
Direct connect:
+1 818 741 1281 (US)
+44 020 3239 3082 (UK)
info@readytolaunchresearch.com
