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Marketing research uses various methods to collect information. One of those methods is managing a focus group. This group is composed of members that will be given questions to answer, issues to discuss and tasks to try or accomplish. The group will function as a source of feedback and discoveries that would drive the research into certain directions. What then are the qualities that an excellent moderator should have? 1. Preparation - the moderator plays many roles in the focus group but most time the members will look up to him as a leader. He must be well-versed about whatever the research's subject. He must be able to create a list of questions that would generate responses useful to the study. Objectives of each focus must be clear with information of what the group may or may not expect. Organizing the group's activities, schedules and focus is also part of the preparation process. The moderator should pick participants who fit the needs required by the research. He should consider where they are from, what they do, their age group and common customs that may offend their cultures or beliefs. 124 2. Flexibility and Interpersonal skills - is necessary since the moderator would be dealing with different people with different personalities, backgrounds, nationalities, customs and interests. This helps make it easier for the moderator to build rapport and break the ice with his members. This makes the atmosphere between moderator and member become more relaxed making it easier for everyone to open up. He must recognize verbal and nonverbal cues shown by the members to be able to draw conclusions on what they are really conveying. Furthermore, the research might lead the group into doing tasks or discussing topics spontaneously which requires a quick mind and a quick adjustment. 3. Broad-mindedness - a must have in researchers. For them to remain objective in their observations, it is important they have an open mind. If the moderator shows a hint of narrow mindedness, the participants will clam up and share what they think the moderator wants and not what they really have in mind. 4. Good time management skills - as the saying goes, time is gold. It is vital that the time allotted for the focus group - online or not - is used wisely for it to be productive. There are other qualities like being a good report writer or an active listener which add to the skills of a moderator but the ones above are the main points that moderators should have.
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