In qualitative research, variety is the spice of life. Moderators are particularly sensitive to the number of participants in their groups. Some firmly believe that twelve is the right number. Others are more comfortable with eight. The reasons for these preferences include:

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By guest writer: Jen Ignacz
(This post originally appeared on the Topp blog)

As a UX researcher, I have found out over the years that there are far fewer qualitative researchers than quantitative researchers in the business world. This makes sense based on the ratio of qualitative and quantitative research conducted in businesses; according to ESOMAR Global Market Research Annual Reports the last several years, between 75% and 85% of global research has been quantitative year after year – but the truth isn’t always in numbers.

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Everyone knows kids are different from adults. But have you ever thought about how those differences translate to marketing research? In the early days of marketing research (let’s say the “Mad Men” era), marketers assumed that you couldn’t do research with kids because they were too unpredictable and unreliable. So marketing research – and hence, marketing – focused mostly on parent’s opinions and perceptions.

Today, with kids having (1) a huge influence on family purchases, and (2) their own purchasing power, understanding kids is critical for effective marketing.

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If you’re doing qualitative research, then you’re working with a moderator. As much as their skill and experience, the way you work with them – before, during and after your project – will determine your project's success.

Our new eBook, Getting the Most Out of Qualitative Research: 35 Tips for Building a Great Partnership with your Moderator, explores how to most effectively work with your moderator or QRC and ensure you get the most out of your research dollars. To bring the most useful insights to you, we talked with moderators across the country to gather their input for this eBook.

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