Before asking the first focus group question, an icebreaker can be
inserted to increase comfort and level the playing field. Example:
“If you had a limitless budget, where would you vacation?”
The focus group moderator has a responsibility to adequately cover
all prepared questions within the time allotted. S/he also has a
responsibility to get all participants to talk and fully explain their
answers. Some helpful probes include:
“Can you talk about that more?”
“Help me understand what you mean”
“Can you give an example?”
It is good moderator practice to paraphrase and summarize long,
complex or ambiguous comments. It demonstrates active listening
and clarifies the comment for everyone in the group.
Because the moderator holds a position of authority and perceived
influence, s/he must remain neutral, refraining from
nodding/raising eyebrows, agreeing/disagreeing, or
praising/denigrating any comment made.
A moderator must tactfully deal with challenging participants.
Here are some appropriate strategies:
Self-appointed experts: “Thank you. What do other people think?”
The dominator: “Let’s have some other comments.”
The rambler: Stop eye contact; look at your watch; jump in at
their inhale.
The shy participant: Make eye contact; call on them; smile at
them.
The participant who talks very quietly: Ask them to repeat their
response more loudly.