Here’s a fundamental dilemma qualitative researchers face: we want clients to perceive what we do as being of great value, and, at the same time, we need to make it look easy.  This is particularly important when conducting face-to-face research.  To establish rapport, it’s essential to create a nice, relaxed, ‘shmoozy’ vibe.  We certainly don’t want to look as if we’re nervous, or working hard.  Nothing kills the mood more quickly than that.

Unfortunately, while experienced, well-informed observers may understand that moderating is much harder than it looks, many do not.  And that’s not something that’s within our power to change.  So we’re confronted with a perceived commoditization of moderating skills.  This is unfortunate, because moderating skill is definitely not a commodity (it takes many years of training and experience to become proficient), but there you have it.

How do researchers rise above this?  Having fabulous moderating skills simply isn’t enough.  The best ones have an also – an additional area of expertise.  And, from where do those also’s come?  They come from formal education or a pre-qualitative career.  They come from hobbies and avocations, and from personal experiences and challenges.  We can say to current and potential clients something like, “I’m a great moderator and I’m also a licensed clinical psychologist.”  Or “I’m a fantastic interviewer and I’ve also written a book on co-creation techniques.”  Or “I also worked for many years as an ad copywriter.”  Personally, I have a number of also’s, including that I worked for many years in brand management, and that I’m a recognized expert on the application of analytical models to research design and interpretation.  In short, great qualitative researchers are deeply prepared for their work, and know things most people don’t.

A great Qually is a cultural and strategic interpreter who can tease out new information and tell clients exactly what it means.  And that comes from more than just moderating skill – it comes from those also’s.  So, if you’re a qualitative researcher, embrace your passions—they’ll make you better at your job.  And if you’re a user of qualitative, make a point of asking about those also’s —they’re an important part of the package.