Do We Really Need Discussion Guides

I just returned from doing focus groups in Iqaluit. It is truly one of the most fascinating places I have ever been, and I would suggest that every Canadian take at least one trip to Canada's north.

As I was moderating two groups with Inuit population there one thing occurred to me - do we really need to have detailed discussion guides drawn-up and created for us to follow during the groups? Now sure, I know that the client needs to be reassured that their objectives will be met in the groups. I also know that moderators need reminders to cover certain aspects of the project. However, I found that every time I referred to the guide during my time in Iqaluit, participants lost interest very quickly. They much preferred me to engage them in conversation that I createdk, rather than looking at my guide as a reference.

If we are conducting qualitative research to better understand the consumer, then wouldn't it make sense to have that very same consumer lead us through the conversation and topic? While I have never moderated groups without a full discussion guide in front of me, I find that I am more relaxed as a moderator and get better results out of the groups the less I refer to a static guide. The more I am able to be spontaneous, the better the results tend to be.