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Step 1
Create a discussion guide with client input. The discussion guide is the moderator's road map for the focus group. It needs to be approved by the client to be sure it is useful and addresses the client's objectives.
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Step 2
Begin the group with introductions. Introduce yourself, touch on the purpose of the discussion, tell the ground rules and explain the recording equipment and viewers behind the mirror. The ground rules include talking one at a time which the moderator has to control in order to ensure that all comments get recorded.
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Step 3
Let participants know that their honest opinions are appreciated and that their identity is not linked to their comments in the transcripts or reporting. Next, go around the table so participants can introduce themselves and give some brief background about themselves such as occupation and marital status.
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Step 4
Keep the discussion going by drawing information out from participants. If necessary, address a question to a less vocal participant to include everyone's opinions. Make sure participants have name tents to facilitate the moderating process.
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Step 5
Stay neutral and do not influence the discussion with your opinion that is why companies contract a third party to moderate. The moderator may have to not answer participants' questions at times if the moderator's answer could influence the discussion's direction or their opinion.
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Step 6
Talk with the research team viewing the group during the discussion. Some teams communicate with the moderator by sending notes to the moderator via the hostess or having quick discussions during a short break or when participants are completing handouts.
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Step 7
End the discussion by allowing the participants to make any closing comments on anything discussed in the group that day.
