Market research moderation refers to the process of leading a group discussion or individual interview to gather information from participants on a specific topic. The role of a market research moderator is to guide the conversation, ask relevant questions, and encourage participants to share their thoughts and opinions.
The moderator's main goal is to create a comfortable and open environment that allows participants to express their thoughts and opinions freely. The moderator needs to be able to listen actively, follow the discussion, and ask follow-up questions to get more detailed information.
Additionally, the moderator must be able to control the discussion, manage time effectively, and ensure that all participants have an opportunity to share their thoughts. They may also need to manage difficult or disruptive participants and ensure that the discussion stays on topic.
Overall, the moderator plays a critical role in facilitating the discussion, ensuring that the research objectives are met, and providing the research team with valuable insights that can be used to make informed business decisions.