Friday, April 18, 2008

Getting in the way

Today's post is about insight - or specifically, how insight can be compromised when we conduct focus groups.

As savvy moderators, we (politely, and with great skill) cut off the rambling respondent in an effort to optimise and preserve the group dynamic. I’ve no doubt that we miss several gems each time we do.

But we have 6 other respondents all rearing to speak (or needing encouragement to do so), and we need to make sure everyone feels included and listened to lest we sabotage the group dynamic.

By doing our job (great facilitation), we’re actually getting in the way of insight.


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