Market Researchers Resources The 2018 Guide to Qualitative Research Methods

Show Me Your Creds: 3 Things to Think About When Selecting a Moderator

Qualitative research is a unique discipline: it takes scientific knowledge, intellectual creativity, professional flexibility, a no-nonsense attitude, and a deep understanding of human psychology. And that’s just the beginning.

Moderating is complex. So, it will come as no surprise that the quality of your results is tied directly to the expertise of the moderator running the project. After all, QMR isn’t just about asking questions and recording responses; it’s about probing for authentic feedback. It’s about recognizing subtleties in the various responses, understanding the broad implications of the data, and turning that information into actionable insights. While not technically rocket science; at times, it comes close.

DRA is a leader in the QMR space because we have the best moderators in the business. We get them by focusing on three things: Experience, Professional Commitment, and Trust.

Experience is key; but it’s more than just running groups

Effective moderators are better understood as research consultants that bring years of both research and real-world knowledge to the table. Our moderators are communicators, marketers, psychologists, policy advisers, and business people, on top of being the best qualitative researchers around. That matters, because we aren’t just asking questions; we’re probing for insights that will bring tangible results to your business. To achieve this, you need depth AND breadth of knowledge.

Commitment to the profession translates into quality for the client

Being an effective researcher requires professional commitment. It means participating in forums, staying on top of standards and best practices from colleagues around the country, engaging with professional organizations, and leading the pack with new methods, technologies, and techniques. DRA makes it a point to teach what we know to our peers in the industry. We participate on the boards of professional organizations like QRCA and MRA. We spend time making relationships in the QMR world that benefit our team, our clients, and ultimately, the respondents that trust us with their time. It is important that the moderator(s) you use are engaged; not just in your project, but in the industry as a whole.

If you don’t have trust, nothing else matters

Trust trumps everything when it comes to selecting a moderator. Our clients have to trust us; respondents have to trust us; if we don’t have that, we can’t be successful. Of course, trust doesn’t come easily. We have built our business around being focused on client needs, understanding research and business objectives, anticipating project requirements, and being a partner to both clients and participants alike. Moderators are, in essence, partners for your business. You need to be able to trust them implicitly, and that trust starts with an understanding of your business, and a respect for your unique situation. Because, let’s face it: every situation is, ultimately, as unique as the business you’re running. A moderator who understands that will get the best results.

If you’d like to learn more about how we’ve built the best team in the business, and how our researchers are leading the way in QMR, feel free to contact us any time. We’d love to hear from you.

“I have used Doyle Research on numerous occasions, and have found the team to be knowledgeable, creative in recommending solutions for qualitative that works, able to turn on a dime when we needed it. We’ve had solid results and some highly insightful analysis that opened business partner eyes to some things they didn’t know but needed to.”

Consumer Insights | DeVry University

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