Lookback releases an article titled, “The Art of Moderating Research.” It features seven key principles on how you can improve your moderating skills when conducting a user experience session. The principles are:
- Asking powerful questions
- Sitting through the struggle of the awkward silence
- Treat every participant with respect and dignity — even if they are the “wrong” participant for the study
- Be prepared to possibly feel a sense of connection with a participant at the end of a session
- It’s not prescriptive — you don’t have to get through all the questions.
- Beware of spoilers — it’s easy to slip up and accidentally provide clues to the participant
- Avoid confirmation bias
In human capital news, Former Uber Account Executive, Phillip Lomax, joins MediaScience as the Senior Vice President of Business Development.
Nielsen appoints two to the company’s Board of Directors — Tom Castro and Janice Marinelli, effective February 18.
In jobs, Ipsos MORI is to host a hiring event in East London and Essex on February 26 and the 27th. To secure your spot at the event, RSVP through the link in our show notes.
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This episode is brought to you by Lookback. Lookback is the leading software that enables researchers to interact with users, in real-time, and in contexts. Built from the ground up by some of the original Spotify engineers, Lookback is the best in class video screen share platform for User Experience and Market Researchers. Check them out at lookback.io.
And that’s your daily briefing of marketing research news.
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This episode is brought to you by Lookback. Lookback provides the tools to help UX teams to interact with real users, in real time, and in real contexts. It’s Lookback’s mission to humanize technology by bridging the gap between end users and product teams. Lookback’s customers range from one man teams building web and app experiences to the world’s largest research organizations, collectively ensuring that humanity is at the core of every product decision. For more info, including demos of Lookback’s offering, please visit www.lookback.io.