Moderating: 10 key skills and qualities (SAQs) of an effective focus group

moderator

1. Build Rapport- smile, make eye contact, and allow introductions; create a warm,
supportive, and comfortable environment.
2. Be an Active Listener- focus on what is being said; use respondent comments as you
paraphrase/summarize; nod your head; lean forward as you listen.
3. Remain Neutral yet Involved- maintain objectivity both verbally and non-verbally;
remember 80:20 rule- the participants talk 80% of the time and the moderator 20%.
4. Be Flexible- adapt to the flow of the discussion; remain open to changes in the
moderator’s guide; adjust to client’s requests during the group; change your physical
behavior-sit, stand, or walk around the room.
5. Use the “5-second Pause” and “Probe” Techniques- ask clear questions and pause for
consumers’ responses; probe for more information/ clarity of comments- avoid asking
why.
6. Acknowledge and Respect- recognize each participant throughout the focus group
session; respect various points of view, and emphasize respect among the group.
7. Practice good Organization/Management Skills- practice the guide, prepare for the
unexpected; keep the discussion moving, focused, and within the established timeframe.
8. Have Knowledge of the Topic- basic information on the subject helps in probing areas
for more in-depth discussion; demonstrate a degree of naïveté.
9. Be Enthusiastic and Attentive- have a high energy level; pay attention to participants-
recognize group dynamics.
10. Have a Sense of Humor- laughter keeps the group relaxed, encourages sharing of
information, and helps the moderator maintain a human connection.