Moderating Research Sessions

Learning from your audience is a key step for creating materials that help your audience feel seen and accepted. Ideally, every health communicator would have access to a legion of expert researchers to conduct research sessions — but we know that’s not always the case. Time and budget constraints mean that formal research isn’t always on the table. And even when research is an option, it’s often health communicators (not specialized research professionals) in the room asking the questions.

But never fear, dear reader! Today, we’re bringing you some practical tips for moderating a research session — be it a focus group, in-depth interview, or usability testing — to help you make the most of the time you have with your audience and get useful insights that can inform your content.

Try these tips for moderating a successful research session:

• Break the ice. Spend a few minutes at the start of the session chatting with participants before diving into your research questions — for example, ask about their hometown or a favorite activity. This gives people time to “warm up” and get comfortable talking with you.
• Set expectations. Explain the purpose of your research and let participants know what to expect. Let them know how long you’ll be talking, what you’ll do with the information they share, and who will have access to it. If you’re going to be recording any part of the session, be sure to get participants’ consent — and give them a chance to ask any questions they may have before you get started.
• Create a discussion guide. A discussion guide is a tool that you can use to stay on track during your session. It’s not a script — but it can help you remember what you want to ask and give the session structure. Write out your questions, group them by topic, and note how much time you want to spend on each section. Consider highlighting your must-ask questions in case you’re short on time toward the end. And keep in mind that you can always adjust questions on the fly based on what’s happening in the conversation!
• Ask open-ended questions. How you ask a question can be just as important as what you ask about. To get the most from your participants, ask questions they can’t answer with a simple “yes” or “no.” For example, instead of asking “Do you exercise every day?” try “How often are you active?” or “Tell me about your physical activity routine.” Avoid asking leading questions that only leave people with 2 options to choose from, like “which is more helpful for keeping track of your medicine doses — a smartphone app or a paper schedule?” An open-ended way to ask that question might be: “How do you keep track of your medicine doses?”
• Be an active listener. Listen closely to your participants’ responses. This not only shows respect for your participant and helps you build trust — it also helps you fully engage with the new information you’re learning. When you’re using active listening skills, you’re in a better position to ask thoughtful follow-up questions or know when to probe for more information.
• Treat sessions like a normal conversation. Using a conversational tone can help your participants relax and be comfortable while they’re sharing their experiences — and keep the session from feeling like a “test.” Even so, some participants may ask if they’re answering your questions or doing tasks “correctly.” If that happens, try saying “there’s not a right or wrong way to answer — I’m here to learn about what you think.” Keep in mind that conducting research can mean talking to folks about sensitive or deeply personal subjects. It’s okay to acknowledge your participants’ emotions and show empathy
• Set yourself up for success. Planning ahead can make a big difference. If you can, ask a friend or colleague to do a “dry run” of your session before you meet with real participants. A dry run is an opportunity to check any technology you plan to use and make sure you have enough time to get through everything. And it’s a great way to get initial feedback on the tone and clarity of your questions!

The bottom line: Audience research is key to creating materials that resonate — and as health communicators, we sometimes have to put on our researcher hats to get it done. Following best practices can help you host successful research sessions and get the most from your audiences.

Copy/paste to share on social (and tag us!):Conducting research is a key way #HealthCommunicators can create materials that resonate with our audiences. This week, CommunicateHealth shares tips for moderating a research session: https://communicatehealth.com/wehearthealthliteracy/moderating-research-sessions #HealthCommunication #HealthLiteracy #HealthComm