I’ve never liked the word ‘moderator.’ It says so little about the variety of critical skills I believe are necessary to truly understand the complex realitites and fantasies of today’s consumer. In order to be effective, I push myself—and those I lead—to bring a number of core, critical skills to bear:
Listen
Listen to both the client and to the respondent. And with our eyes and our gut as much as with our ears. And always, always, always understanding the context.
Fully Engage
We must remember that it can feel artificial and highly academic unless respondents feel they can relax, laugh, and fully engage in a conversation (not just respond to a list of questions).