With our excellent track record in undertaking qualitative medical fieldwork that stretches back for nearly three decades, GKA is today one of the most trusted names in medical market research. But what should you know about the approach that we take to our qualitative services? This question encompasses not only the various methodologies we use … Continued
From focus groups and in-depth interviews to online communities and ethnographic studies, whatever research method you choose for your healthcare market research project, they all have one thing in common: in order to be a success, they need good moderation.
Market research is a way to peer into people’s minds, but it’s often only as effective as the person moderating the process. In fact, in many ways the moderator is actually just as important as the research subject itself, with a good moderator being responsible for the smooth running of the research, from asking the right questions at the right time to gently guiding the research in the right direction.
It’s not surprising that focus groups are one of the most popular research methodologies out there – after all, they’re a great way to get insightful qualitative results and can be a faster alternative to individual interviews. However, the key to running a successful medical focus group is all in the moderating. A good moderator brings out the best in the participants, peeking into their minds and asking the right questions at the right time to gather deep insights. If you’re thinking about conducting a medical focus group as part for your next research project, read on for our top ten tips on successful moderation;
When it comes to capturing the most valuable insights from respondents in focus groups or in-depth interviews for healthcare, an effective medical market research moderator is essential. But what makes a good moderator?