One of the best ways to get below top-of-mind answers is through utilizing interventions & projective techniques to explore deeper insights from Respondents. Not only are interventions keys to accessing different forms of thought, but often they can be fun for Respondents – allowing them the opportunity to step out of their comfort zone or restrictions of the self-filter of the simple “I ask – you answer” format. Interventions also enable Respondents to think differently, allowing them to access emotions.
When it is time to choose an intervention and/or a projective technique for your qualitative research project, considerations for what you really need to know when it’s completed should be paramount – not just what you can show your Client that you can do or how creative you can be. It isn’t about showing your prowess as a skilled Moderator.
So, what do you consider?
A general guideline when it comes to interventions: don’t pick something you are uncomfortable doing yourself. While the interventions aren’t about you, if you’re uncomfortable or don’t understand or don’t like the intervention, you won’t have much success with it. And Respondents will notice if you’re uncomfortable and mirror your behavior.
Is the intervention age appropriate? Children and teens are often more creative but that doesn’t mean adults won’t play, too. That said, making sure you don’t choose something too obscure or abstract just because you think it’s cool, this could lead to kids and teens being unwilling or unable to make the leap.
Does the intervention accomplish what you need – not just looks interesting? Test out your interventions on friends, family, or colleagues before using it in the research room. If you aren’t getting the deeper insights (as opposed to the surface level), then the intervention will likely not work in the research event.
When something doesn’t work in the room with real Respondents, make sure you have something in your back pocket to use and be flexible – not showing that it affects you to switch in the moment.
As Romaine often says, “it’s not about you” when you’re moderating. It’s about your Respondents and allowing your Respondents to show you into their world. Interventions are a tool to get below top-of-mind and that’s how they should be utilized.