Group-related topics

First, I’d like to introduce some grouprelated topics. Do any chime with your experiences?

High energy groups

There is a belief that those groups where people laugh and talk the whole time are best – but beware, because they may not be what they seem. We could be seduced into producing such groups by clients who slot the best clips into board presentations. How are we to know whether it’s our moderating skills that are at work, or if we are dealing with a group that is in defence mode, only appearing to engage with the subject matter?

The silent group

Much feared by young moderators but maybe they shouldn’t be so worried. We are probably all a little scared of the reflective pauses and delays that can emerge when respondents are summoning up material that’s difficult to articulate or sensitive to admit. How do we know when to wait and when to interrupt?

Reluctant respondents

Respondents are willing to turn up, but the recruitment industry is not encouraged to pursue those who are less keen, perhaps those uncomfortable with what group dynamics can mean. Result? You could be left with a group that tends to be less reality-focused than you may wish – plus a concern about representation of those consumers for whom focus group attendance would never be welcome.

Tyranny of the discussion guide

Probably not enough attention is paid to constructing questions and probes which are emotional as opposed to rational, when we should be thinking of both when we construct a guide. Respondents’ spontaneous fantasies about the brand and the company are likely to become obstructive to the group ‘flow’ if repressed. Do you feel you know enough to professionally counter a client’s tendency to insist on a ‘questionnaire’ style guide?