One of the more popular questions RIVA Trainers often receive in a training course is:
Should I be a subject matter expert to be good Moderator?
The short answer: No.
The longer answer:
Regardless of whether you’re an independent Moderator or work in-house, being a subject matter expert on a topic is actually not a requirement in be successful at moderating a research project. In fact, it can often prove more impactful not to be.
When RIVA talks about what makes one a good Moderator, they follow a set of qualities. The following two often seem to be in direct contrast with each other, but, in reality, they aren’t. It’s a balance.
#8 They demonstrate incomplete understanding or sophisticated naiveté, signaling a need for more detailed or in-depth information, yet not feigning ignorance. They express interest in new ideas, regardless of their own level of expertise on the topics.
#16 They have a sufficient knowledge base about the topic area to ask questions and probe effectively. Moderators need not be experts at content. It’s more important for them to be experts at asking appropriate questions and doing what is needed to reach the study purpose.
A great Moderator can do both. Having a sufficient understanding of what you’re discussing in the room helps you craft good questions, follow the purpose, and reach your research partner’s learning objectives. You have the ability to know just enough to remain knowledgeable in regards to what you’re talking about without feeling like you have to answer questions about the topic or correct misinformation. Understanding what you’re discussing will also better prepare you to write the analysis later because you understand what your research partner needs to know.
Holding the space for practicing an “incomplete understanding” whether you are an expert or not is a valuable tool in understanding the perspectives of the Respondents. It builds an environment where you are actively aware that you are exploring the world from your Respondents’ perspectives and experiences rather than your own understanding on the subject. You are more likely to explore nominalizations or ideas that you translate in your own head based on your own experiences rather than utilizing theirs. (And in a research room, theirs is the only opinion that matters.)
Written by: Brittany Mohammed