If you’ve ever been in the back room observing consumer research focus group discussions or individual interviews you’re familiar with the scene: laptops open, everyone typing or writing. And we won’t even mention the email they’re replying to and conversations they’re having. Are they paying attention to what’s going on out there? Maybe. But even […]
The word “research” doesn’t exactly touch the heart. My immediate associations include ‘cold, scientific, burdensome, necessary, intellectual exercise” — and I’m in the business! In qualitative, we work hard to humanize the endeavor. Dig deeper, be more flexible, more creative. Use interesting techniques that stimulate and reveal tension and emotion. But it still feels like […]
It is a simple question with a pretty obvious answer… would you rather be a thinking partner or a focus group moderator? When I ask this question of fellow qualitative consultants, almost everyone raises his or her hand for the “thinking partner” option. Interesting… because almost everything we do — from what we call ourselves […]
I just read a great interview Chris Rock did with Frank Rich (New York Magazine). I would highly suggest reading it if you want to become a better researcher in general and a better moderator specifically. Part of what he talks about is expressing humor in the questions you ask.