I like to think of respondents as a star guest on a talk show, you have the host who asks questions (the moderator) and the guest stars with the juicy answers. So, while you have a great moderator who asks great questions, the respondents do most of the talking and their answers are what’s key to the research. Afterall, it’s not about what the moderator thinks.
Though there are target respondents for specific studies, there should be absolutely no discrimination or judgement. Understand that they may have different life experiences, different opinions, backgrounds, etc., and all of that is valuable. Both moderators and clients have a responsibility to put their own pre-conceived notions about people away when it comes to research. Respondents are asked to simply be themselves and should share what is true to them. All answers should be respected. Respondents can’t be themselves and share true thoughts when they don’t feel welcome or safe. (Note: you can’t say it’s a “safe space” as a moderator, you have to create the safe space.)
Respondents take time out of their day to contribute in both in-person and virtual qualitative research events (QREs). No matter what the setting is, their time is appreciated and should also be respected. Take advantage of the time you have together, every second counts. They may or may not have something planned for after the session, and it’s important to follow the schedule allotted for them and make sure they are dismissed as scheduled.
There are respondents who have probably participated many/multiple times, there are some who haven’t participated in a while, and there are those who are participating for the first time. Whatever it may be, always welcome/greet respondents and thank them. Remember to be patient, guide them through the expectations, give clear instructions, and make them feel comfortable.
Without respondents, the research world would be greatly impacted. There’d be no data, bias, a lack of clarity on direction for crucial decisions, and unsupported conclusions. Respect respondents’ opinions, respect their time, and respect them.
Written by: Rhea Baesa, Administrative Assistant