A market research moderator is responsible for conducting qualitative market research studies and focus groups in order to gather insights. The moderator is responsible for developing the market research strategy, designing the discussion guide, formulating the recruiting criteria, moderating the qualitative research study, analyzing the results, and interpreting the data into actionable insights . In addition, the moderator consults with key stakeholders to incorporate real-time feed back to the discussion guide. Ultimately, the goal of the market research moderator is to pull out the insights from the participants that tell the story of the research.
What does a moderator do in market research?
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About the Author: chanttel
Chanttel is the team “glue,” a.k.a. The Olinger Group’s Managing Director and Integrator. She presents with a big smile and a ready laugh, but she drives with a razor-sharp business mind and a strong vision.Since joining The Olinger Group more than 20 years ago, Chanttel has focused on developing a strong team and a collaborative work environment where everyone is encouraged to embrace “figure-out-ability.”