Topic: Moderation

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?
Our response to COVID-19GKA continues to operate with some important changes

Although we've all been affected by the COVID-19 outbreak, GKA wants to assure you that our team is fully operational and here to support our valued partners with their medical market research as we all adapt and find new ways to progress forward.

Clearly these are challenging times but, from the most recent research we carried out with our own panel of healthcare professionals, things are beginning to improve with indications being that all forms of medical market research, including face-to-face, will be achievable in the not-too-distant future. 

If you’d like the results of that research, or we can support you in any way at the moment, please contact us at quotes@gilliankenny.com. We’re here and ready to help.