How to be an effective market research moderator - a balancing act between moderating discussion and leading opinion.
Moderator (Noun) Someone who makes certain that a formal discussion happens without problems and follows the rules. Before 1950, companies primarily approached market research in one way: they tried to quantify what their customers were doing (now known as quantitative studies) - how many liked this flavour, how many would buy this - but Ernest Dichter had another idea: instead of focusing on what people were saying, we should examine why they’re saying it. Thus, the qualitative research method (as we know it today) began to hit its stride, and with it came the requirement of market research moderators - skillful individuals, capable of mastering the direction of a conversation and bringing a group of independent thinkers into one, easily understood consensus. The truth is that moderating is a skill like no other. It’s finding the balance between bringing a discussion to life, while being careful not to influence the outcome. Dichter called the focus group his ‘living laboratory’ - filled with passions, ideas, and opinions; but how can a moderator direct these into something consumable as market research?Request a FREE NO-OBLIGATION
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