Our market research moderators broad range of expertise in numerous vertical industries coupled with their extensive research experience ensures we have experts on hand that are ideal for any project. This group’s background spans several areas including marketing, psychology, consulting, journalism, finance, product development, politics, education, general business and advertising. Moreover, they have moderated interview sessions covering a wide range of topics such as sports and entertainment, packaged goods, photography, publishing, advertising, telecommunications, food and beverage, financial services and pharmaceuticals, just to name a few.
Our market research moderators are the backbone of iModerate and represent us on every project. Therefore, we only rely on individuals who are bright, well-trained, passionate and inquisitive. We take great strides to ensure that we provide them with the ongoing support and training they need to produce sessions of the highest quality.
Training Overview
Moderator training at iModerate consists of a multi-phase curriculum designed to build on traditional online moderating techniques adapted for the dynamic online one-on-one in which we generate qualitative insight.
Initial Phase
New moderators start by delving into our Moderator Training Guide. The multi-section manual introduces the moderator to the capabilities/functionality of our software and the principles of online moderating.
Topics covered include:
- Keys to effective moderating in the online space
- Building rapport
- Qualitative discussion design
- Targeted questioning and follow-up
- Understanding topics and objectives
- Maintaining objectivity
- Priciples of effective proactive communication
- Keys to conducting a full and rich session
- Conversational style and tone
- Tailoring discussions to specific audiences
- Developing a needs based approach
- Understanding and maximizing the the interplay between quantitative measurement and qualitative exploration
All of our market research moderators undergo extensive training regarding the functionality of our platform. Several practice exercises are required to demonstrate that the moderator understands how the software works during an online session.
Static Shadowing Phase
The new moderator will then “side-car” for several days to a week with 3 to 4 of our experienced moderators to see how each of them moderates online, how they use the guide, how they formulate questions, how they manage respondents, etc... This serves as an opportunity for the new moderator to gain exposure to moderating in the online space, ask questions and observe how a job fields.
New moderators also spend a significant amount of time reading the moderator briefings and transcripts from a number of research projects we’ve completed in the past to understand how a job will evolve in the field, and to learn how our moderators adjust their questioning to solicit the richest, most compelling feedback. We believe that the breadth of exposure this exercise provides the new moderator is invaluable as they prepare to begin moderating.
Practice Moderation
After the new moderator has had plenty of static exposure with moderating, we have them moderate internally with an experienced market research moderator playing the role of respondent and serving as “coach”. We conduct these mock interviews on a wide variety of subjects ranging in complexity. Each session is then reviewed with the new moderator and areas for improvement are identified.
Live Moderation
After the new moderator has the approval of the Senior Director of Moderating Services, they moderate in tandem with an experienced moderator on a live job. These transcripts are then reviewed with the new moderator and areas for improvement are identified.
Once the new market research moderator has demonstrated a consistent level of competency with online moderating in a live environment, they will begin to moderate solo. These interviews are monitored closely by the Senior Director of Moderating Services who provides feedback in real-time to guide the new moderator as needed. At the conclusion of the job, the transcripts are reviewed and areas for improvement are identified.
Upon completion of the training process, the moderator participates in monthly review sessions designed to address advanced techniques and overall quality of their work. These collective review sessions encourage dialogue among the moderators, provide a forum for peer review and ensure our moderators' skill sets do not stagnate. Moreover, each project undergoes a quality control process that involves measuring the session output against the project’s qualitative objectives at several milestones during the fielding stage.
