The 4 Most Important Steps in Selecting the Right Focus Group Moderator

Millions of dollars are spent every year on advertising, marketing communications and package design. Companies spend thousands of dollars conducting market research focus groups and interviews to ensure that their advertising and marketing resonates with the intended audience. Yet, all too frequently, the most important step for ensuring that your company's advertising and marketing dollars are well-spent, and that your market research will produce valuable insights and actionable results, is left to chance.

Selecting a competent, professional focus group moderator or qualitative research consultant should not be left up to your advertising agency.

The market research industry is brimming with talented focus group moderators and qualitative research consultants who have been educated and trained in methods and techniques that can bring forth valuable nuggets of information. Many come with glittering credentials and impressive track records. The focus group rooms are littered with focus group moderators who have PhD, MBA, MPH, MM and even JD after their names. Some have even crossed over from the "client side" of the table and then received training as focus group moderators, a powerful combination. However, all of these credentials and training won't guarantee you will have the right moderator for your project.

So, what can you do to ensure that you will select the "right" focus group moderator or qualitative research consultant for YOUR next research project? Here are a few simple steps that you may want to consider.

• Contact the Qualitative Research Consultants Association (QRCA) for names of qualified professional focus group moderators
• Choose at least three focus group moderators or qualitative research consultants with experience conducting market research in your industry. Then contact them about your project and send them a Request for Proposal (RFP).
• Evaluate their research proposals using the following guidelines:
o Is the proposal customized to respond to your RFP, demonstrating a solid understanding of the industry and the research objectives?
o Does it contain a clearly defined research methodology including sampling, recruiting and screening criteria for conducting focus groups or interviews?
o Is there a delineation of tasks and project responsibilities with a timeline for each?
o Will the project or focus group deliverable (report/presentation) provide you with a vehicle to communicate the research results in a meaningful manner to internal constituents?
o Are the market research costs reasonable and within your budget?
• Select your preferred focus group moderator and arrange for a telephone interview, during which you should:
o Ask questions that will provide insight into their knowledge, listening skills, and their ability to engage you in conversation.
o Ask what market research techniques the focus group moderator uses to encourage creative thinking and facilitates discussion.
o Request sample focus group discussion and interview guides.
o Request references

These four simple steps will help you select the right focus group moderator or qualitative research consultant and make the most of your market research dollar. For more information about focus group moderation or conducting your company's market research, contact go to http://www.bmrc-research.com or contact Caryn Balaban directly at Caryn@BMRC-research.com.