It doesn't have to be, says Gary Pansino of Summit Research.
"Agency people tend to be very insightful and there is frequently more continuity on the agency side," observes the moderator, who often works with his
has experienced agency representatives who like to micromanage focus groups and add in their "pet questions."He
says it's "not an agency thing, it's a personality thing (that comes out) when you have another cook in the kitchen."However, situations like these are more sensitive when the disruptive behavior comes from a third party, like the agency.The former researcher from The Clorox Company
often refers input from one person to the rest of the group, rather than reacting himself.By eliciting the group response, he
avoids a moderator-agency (or moderator-client) confrontation, maintains his
neutral territory, and usually elicits a productive conversation about the goals of the project.
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