A Quick guide To Moderate and explain: 1-Who is a moderator? 2-Some of Moderator skills 3-Super Moderator 4-Warming up (what to say-what to ask ) 5-How to capture observations and more

1. A QUICK GUIDE TO
MODERATE

2. CONTENTS
01 02 03 04 05Overview Moderator Skills Super Moderator Instructions How to deal

3. OVERVIEW
Who is a moderator?
01
The moderator is the key to a
successful study
• The moderator’s role is to keep the
discussion focused
• Make a useful and productive
discussion by covering the study
objectives.

4. SOME OF MODERATOR SKILLS
1. Friendly, and Attentive.
2. Effective Listening Skills.
3. Use the “5-second Pause” and “Probe” Techniques .
4. Be curious
02

5. SUPER MODERATOR
03
Recognize and Accept
recognize different points of view, show
understanding & empathy
Build Rapport
smile, make eye contact. Create a
warm,, and comfortable
environment.
Have a Sense of Humor
Laughter is a key that makes the
participants relaxed, encourages
sharing their information.
Listen, Listen, Listen
Be genuine in wanting to
understand the respondent’s point
of view,
Challenge Inconsistencies
Conflicting information may be given,
be alert to them, and try to understand
where it is stemming from
Don’t Ask Leading Questions
Don’t influence the answers. Try use
questions that allow for open
answers.

6. • Read the discussion guide carefully
• Write the objectives of the study and make sure to discuss them in the session
• Learn how to use a recorder
• Ask participants to put mobile on silent or switch it off.
• Inform the duration of the session
• Introduce yourself & ensure to cover the warm up section
INSTRUCTIONS04

7. How to make individuals comfortable before the interview
05
WARMING UP
Be warm and
welcoming.
Greet them
warmly.
Use a soothing
tune.
Smile and maintain
a positive body
language
01 02 03 04

8. THE INTRODUCTION
WHAT TO SAY IN 5MINS
• Introducing the research topic
• Reaffirming confidentiality
• Seeking permission to record
• There is no wrong or right answer, we want to know your opinion.
• Speak freely, there is no judgment.
05

9. WARMING UP
WHAT TO ASK IN 10 MINS
Name, Age, Martial Statues, Number
Of Children, Level Of Education, Your
Leisure Time
05

10. HOW TO CAPTURE OBSERVATIONS
05
1-Use BIG Post-it notes
2- Record each observation on a single Post-it
3- Try not to add your judgment
5- Capture their wording
4- Don’t forget to sign with your name (in case anyone has a question they
can refer back to you).

11. HOW TO CAPTURE GOOD OBSERVATIONS
A GOOD DETECTIVE LETS THE EVIDENCE SPEAK FOR ITSELF. SO HERE ARE SOME
PRINCIPLES TO BEAR IN MIND WHEN CAPTURING OBSERVATIONS.
05
1.Edited highlights – Generalisation not verbatim
2.Your opinion rather than data
3.Catch all words – ( e.g. many, most, these days..)
Examples:
• Women are always on diet so they are more
likely to use soup to control their weight –
General interpretation with judgment attached
• Women these days are too buys to cook from
scratch – generic which age groups – no source
• He like to use his credit card a lot – subjective –
what lots to you may not be to someone else
1.Get it all down without interpretation
2.Stick to data
3.Note down the source
Examples:
• Laura (32 years old) said I do like to snack on
soup throughout the day to curb my hunger
between meals
• Asma an accountant said the majority of
women work today and are very busy, so they
often use foods that are quick to prepare but
still seem healthy.
• In the last month Fahd used his credit card 6 out
of 10 times he bought food or grocery.
Good observ ationBad observ ation

12. Please choose friends/Family members/neighbours to practice with
them during 2hours to discuss with them the
Discussion Guide (DG)
05
ASSIGNMENT- BRIEF

13. TIPS FOR CONSUMER CONNECTS
INTERVIEWING
Questions:
• Use open questions – Why is that, tell me more, hose is that so, can you
give me an example, in what way?
• Provoke them – How does that fit with the last person I spoke to said…..,
what would your best friend say about that?
• Probe for emotional & rational explanations of why they do what they do
105

14. TIPS FOR CONSUMER CONNECTS
INTERVIEWING
Remember the challenge:
• Keep the project challenge top of mind
• The observations you will spot will be harder working because you will be looking
at the world with a very specific aim.
205

15. TIPS FOR CONSUMER CONNECTS
INTERVIEWING
Listen for contradictions:
• Contradictions can mean there’s an unmet need. Actively seek out anomalies
between what they say and what they actually do.
• Look for contradictions between two strong desires (wanting convenience vs.
wanting home cooked meals.
305

16. TIPS FOR CONSUMER CONNECTS
INTERVIEWING
Look beyond the obvious:
Listen out for observations that challenge your assumptions
405

17. TIPS FOR CONSUMER CONNECTS
INTERVIEWING
Park your hypothesis:
• Stick to facts – keep the things you saw, heard or did and avoid jumping to
conclusions.
• Focus on what they are doing?
• Don’t focus on the answer yet, focus on gathering observations
505

18. TIPS FOR CONSUMER CONNECTS
INTERVIEWING
It’s not a market research it is your research
• We are after observations that will trigger fresh thinking on our challenge,
not exhaustive analysis
• Look out for observations that make you think, rather than capturing the
familiar.
605

19. TIPS FOR CONSUMER CONNECTS
INTERVIEWING
Tune to their language
• The language they use is a good indicator of what’s going on.
• Listen to repetition of key words and phrases, language that surprises you
• Record analogies and metaphors to describe a situation.
705

20. THANK YOU
Batterji Street Bin Humaid Center
2nd floor | Office # 7 Jeddah Saudi Arabia
+966 126828887 | +966 505696708
Nada@frequency.sa