Welcome back. Sometimes the best way to remember good qualities of anything is to contrast them with what not to do. So that is what I'm going to do with you in this session, but first you should have watched the video listed before the lesson with Josh Fokas, called "The Number One Focus Group Moderator in the World." If you haven't watched it, go back and view it. The moderator in the video thinks he is an expert, but he obviously is not seeing clearly. Here, I will give you my commentary on what you saw in his video. After this lesson you'll be able to distinguish between good and bad qualities for a qualitative researcher, and be able to recall and emulate good qualities of a focus group moderator. Let's get started by discussing the part of the video where the moderator was talking with a woman about detergent. A good moderator would never be so casual with a respondent and really shouldn't have a prior personal relationship with the respondent. He also should not reveal the name of the brand or give his opinion about it, this is an example of interviewer bias. At around one minute in, he pressures a respondent. It is obviously wrong to force a participant to respond a certain way as seen when he is bribing the woman with a sandwich so she will say she likes the detergent. Then, the video shows an excellent version of leading the participant when he physically shows which answer he thinks is best. You need to remain completely neutral. At about the two-minute mark, he lapses into using industry jargon and insider acronyms. If I said, "Your KIs or KOLs precede each FG. " And rattled on like that. You would miss my meaning while thinking, "Well, FG means focus group but oh, I don't know." Don't do that. If you mean key informant, say it. If you mean key opinion leader, say it. You need to make sure to speak in simple words so that your participants can grasp all concepts and avoid business jargon and acronyms. At almost two and a half minutes, we see him wearing a black wig and glasses to mimic the appearance of a group participant. Though you need to encourage respondents, you don't need to go overboard on being empathetic. I have led some intense focus groups that require top-notch listening skills and being empathetic. So it depends on the focus group subject. Unlike this guy in the video, you need to remain objective and be careful not to endorse the product. Make sure your questions are simple so they can grasp the concept. At three and a half minutes in, there's an interaction with a woman who says empathetically, "I like this one. The other ones are just stupid." While slamming the detergent bottle on the table. If you're leading a focus group and someone starts to dominate, gently discourage that behavior, then reroute the discussion so other people can respond too. Near the end, the moderator tells us about the client having an idea in their head and him finding out if it's true. Then he badgers his focus group with the idea of a bold scent. No matter what your client wants to hear, it is important for them to receive honest feedback. That is why they are paying you to do the research. That wraps up our lesson on good and bad qualities for conducting qualitative research. I hope reflecting on this parody of bad behavior will help you avoid the bad qualities and move toward developing the good qualities and practices you should have. While we looked at them in context of a focus group, these qualities would also generally apply in most qualitative interviewing situations as well. After this lesson, you should now be able to distinguish between good and bad qualities for a qualitative researcher, and recall and emulate good qualities a focus group moderator should exhibit.