We do a lot of research for our advertising clients. From primary to secondary research, understanding their target market is a key to the success of our campaigns and communication strategies. One of my favorite forms of primary research is focus groups. I have moderated more focus groups than I can count. From pool chemicals to cable service to birth control.

Here are my top ten tips for moderating a focus group:

1. The person moderating the focus group should be close to or similar to the participants — especially if you are discussing a personal or sensitive topic. They need to feel comfortable speaking up on the topic. The moderator should also be personable and quick-witted. Thinking quickly on  your feet will be important as the conversation will take many turns.
2. It is the focus group moderator’s job to listen and facilitate the conversation. Not to share their opinion or to agree or disagree with the participants.
3. Understand your client’s singular objective for holding the session. You will most likely have to ask additional questions that aren’t on the guide or session outline.
4. Never, under any circumstance, go beyond a two hour session. I would suggest limiting it to 90 minutes as energy levels tend to drop severely after that.
5. Have a warm-up or ice-breaker question ready. This helps all of the participants get comfortable speaking with the group. It doesn’t even have to be about your topic.
6. Answer participant questions with a question. If someone asks what the price of a new product will be, ask them what they think it should be or what they would expect it to be.
7. Be honest. Tell them that you are working for XYZ company and that they are in your target market. Tell them that your clients are watching from the double-sided mirror. Even have them wave at the window — it helps break the uncomfortable feeling of being watched.
8. Establish rules. I generally start the session with three rules: You talk. There is no right or wrong answer. We are recording this session for our records only, your names or voices will not be used outside of that.
9. Take a short break halfway through the session. Let the participants use the restroom. Take that time to check with your team watching the session. They may have follow-up questions.
10. Some questions are best answered on paper. To avoid group think, ask your participants to write some of their answers on paper and then to share them with the group.