Like many professionals, I believe there is an art to my work as a medical market field researcher. Gathering insights about healthcare products, services, and market trends is not something that can easily be replaced by an AI-generated voice. Being a moderator involves far more than simply reading questions from a discussion guide. Yes, some aspects of market research can be straightforward, such as multiple-choice survey questions. Recently, more of our projects have shifted to online surveys or computer-assisted online surveys (known as Computer-Aided Technical Interviews in the industry). However, the majority of medical market research still relies on traditional methods like focus groups and in depth (one-to-one) interviews. The reason these methods endure is clear: when conducted skilfully, they generate the richest insights and the most actionable data.
So, how can a market research interview be conducted skilfully? It’s tempting to say it is simply about keeping the end goal in mind—after all, the purpose of the interview is to capture valuable information for the client. That is indeed a crucial part of the process, but a truly skilful interview goes beyond simply focusing on the end result. It involves a thoughtful series of steps, careful considerations, and the application of a diverse set of skills.
The process begins before the interview even starts. Preparation is key. It’s essential to be knowledgeable not only about the general topics of the study but also about the specific issues at hand. This involves reviewing the discussion guide thoroughly, conducting online research on the topic, and, if possible, having a kick-off session with the client to understand both the broad objectives of the study and the nuances of the questions. By establishing this expertise early on, the moderator earns the respect of the respondents, who are more likely to engage thoughtfully with the discussion. It also helps them feel more at ease in providing detailed responses without worrying about the level of complexity they should use in their answers.
At the beginning of the interview, building rapport with participants is critical. This typically starts with some light conversation to establish a connection—whether it's a casual mention of the weather (a common topic in the UK) or finding a shared experience, like difficulties parking or a mutual holiday destination. These small connections help humanize the interaction and set the tone for the conversation, and allow the respondent to see the moderator as more of a colleague, with whom they can share their unvarnished opinion, rather than as a sales rep with whom they need to be more careful.
Rapport also extends beyond the start of the interview. If a respondent needs to reschedule or misses the meeting, showing understanding and flexibility reinforces the sense that their time and well-being are valued. After all, healthcare professionals often juggle multiple responsibilities, and it may be more pressing for them to attend to their patients, families, or mental health than to meet a fixed schedule. This considerate approach can lead to more productive interactions in the future.
Next, a skilled moderator must be able to adapt to each respondent’s communication style. Every participant has a unique way of expressing themselves. Some may be shy and hesitant to share, while others may be loquacious. A moderator’s skill lies in getting the more reserved respondents to open up without pushing too hard, and helping the more verbose ones focus and stay on track. An effective strategy is to start with open-ended questions that invite broader responses. This not only makes the respondent feel more comfortable but also gives the moderator a sense of their communication style. From there, the moderator can guide the conversation, asking succinct follow-up questions for long-winded answers and encouraging more detailed responses from reticent participants. Most respondents understand these cues and adjust their level of detail accordingly.
Active listening is a cornerstone of effective moderation. This means not only paying attention to what’s being said but also responding with positive body language—nodding, tilting the head, or leaning in to show engagement. Additionally, being ready to rephrase or clarify questions to ensure participant understanding is beneficial. It’s essential to absorb and analyse each response carefully: does the answer add depth, or is it a quick, superficial remark? If necessary, probes like “Can you expand on that?” or “Can you give an example?” can be used to encourage richer responses. When answers become tangential or unclear, summarizing and asking the respondent to confirm your understanding can help refocus the conversation. Moreover, a moderator should remain flexible—sometimes a seemingly off-topic comment can lead to valuable insights. So while it’s important to keep the conversation on track, it’s equally important to allow it to flow naturally. If the discussion veers too far from the core objectives, the moderator needs to gently guide it back without stifling the conversation.
Time management is another critical skill. Sessions that run over can lose momentum, so it’s important to manage the discussion to ensure all relevant topics are covered in the allotted time. At times, a moderator may need to remind participants that shorter answers are sufficient to keep the discussion moving forward.
Lastly, neutrality is essential. A good moderator should avoid leading participants toward a particular opinion or outcome. Impartiality ensures that the data collected is genuine, unbiased, and reflective of the respondents’ true thoughts and feelings.
In summary, the art of moderation goes far beyond the technical act of asking questions. It involves preparation, building rapport, adapting to communication styles, listening actively, maintaining flexibility, managing time effectively, and above all, maintaining neutrality. When done well, use of these skills leads to the most valuable insights for clients and ensures that the research is both thorough and effective.
By Leigh Hart, Senior Moderator