What do you need to know when you have a research project and you need to hire another moderator because you don’t speak French, Spanish, Cantonese…or an Italian moderator needs you?
Understanding all the objectives
It is important to respect the overall research objectives of the end client, but it is also crucial to understand the objectives of your research partner. Make sure that all the objectives are made clear at the beginning, and throughout the project as needs change. The hiring moderator also needs to know that they can trust their partner to probe and help out with all the objectives of the research study.
Respecting the methodology (Hired moderators, take note!)
If you are organizing groups in many markets, it makes sense to use the same methodology in all markets. Do not make the mistake of thinking that a different market requires a different methodology and change it without informing the hiring moderator. Even if you have a preferred methodology, as a hired moderator you must set aside your preferences.
Sharing results before the groups
While in theory you do not want to bias your moderating partner with findings in other markets, sharing some past findings can be more productive than any slight bias may be disruptive. If the findings are different in another language or culture, the hired moderator will know where to probe to find out why. For example, if there is a concept that does very well in English Canada, but does not work well in Quebec, the Quebec moderator will need to know to probe deeply on why the concept is not working in Quebec if it ranks dead last. Probing may uncover that it is something strategic or merely a translation issue.
Getting all materials translated
This one is obvious, n’est-ce pas? It is all too common to receive concepts, taglines, statements or products that need translating. We all know that a lot of these materials are created just-in-time in our fast paced world and this is another reason why you should not do your foreign language groups first. Translators need time, not just to translate the words, but also to translate the meaning.
It is worth mentioning that while many moderators are very bilingual, they are not necessarily good translators and are probably terrible copy writers. You wouldn’t expect a moderator to write the ad, so don’t ask them to translate the ad. There are agencies (*ahem*) who specialize in adapting for other markets. It is always a good idea to use local translators as well.
Make sure to ship the translated material to the hired moderator as soon as possible. It is quite possible that the concepts are not literal translations and you don’t want the observers to be surprised as they watch the groups.
Simultaneous translation
“A moderator is only as good as his/her translator”. Scary, but true. Make sure you pay as much attention (or more!) to your translator as you do with the food. Interpreters should get a copy of the materials in advance so they can prepare – let them know what kind of research it is (groups, dyads, triads), what kind of respondent (teens, doctors, Moms) to help them get into the right mindset.
A great interpreter will not only translate in real time, but they will also mimic voices and tones. As an example, “Yeah, sure” can have very different meanings depending on the tone of voice and delivery.
If you know a great interpreter, book them early as they will be very busy.
One last thing – as great as they are, any interpreter will be talking for two, four, six or even eight hours with the same voice and they can only translate one comment at a time.
Moderating
As a hiring moderator for groups, you will likely hear spontaneous reactions to the groups (and the hired moderator) as you sit with your clients. There are a few tips if you are the hired moderator that can help.
1. Ask people to speak up and to speak one at a time so that the translator can translate!
2. Use Flip charts a lot. What the translator doesn’t say, the observers can read.
3. Make to summarize frequently if you are not sure the translator caught it all the first time.
Be extra careful when saying the coding of concepts so as not to confuse “F” for “S”, “M” for “N” or the B/D/P/T combinations. Very important: In Quebec, don’t use the letter “Q” as it can phoenetically have a rather rude and vulgar connotation.
And don’t be shy about describing body language such as “why all the frowns for this concept?” or “wow, I have never seen so many smiles for a commercial before”.
After the groups
Spend some time after the groups with just the other moderator. A quick debrief with your fellow moderator can avoid many problems. This can be a very worthwhile exercise as you can make sure all the important comments were translated and communicated.
Market Research or Consumer Insights? #mrx #Greenbook
What is more important, Market Research or Consumer Insights? That ... Advanced Medical Research
Researchers at the Toronto Rehabilitation Institute have a new research lab dedicated to testing out medical issues in a simulation environment. ... 
