Qualitative Moderation Methodology

Question 1

Concurrent Think Aloud

Answer 1

Users interact with a product and “think out loud” (i.e., stream of consciousness) while completing tasks.

Get feedback and emotional responses in real time

Question 2

Retrospective Think Aloud

Answer 2

Users interact with a product and are asked to retrace their steps when the session is over

Question 3

Concurrent Probing

Answer 3

Users interact with a product and are probed, that is, asked follow up questions when something of interest is said

Question 4

Retrospective Probing

Answer 4

Users interact with a product and are probed about thoughts/actions after session is complete. Often used in conjunction with other methods.

Question 5

4 types of moderation protocols

Answer 5

Concurrent Think Aloud
Retrospective Think Aloud
Concurrent Probing
Retrospective Probing

Question 6

Image elicitations

Answer 6

Image elicitation is using photographs or other visual mediums in an interview to generate verbal discussion to create data and knowledge. Different layers of meaning can be discovered as this method evokes deep emotions, memories, and ideas. Photo elicitation interviews contribute to trustworthiness and rigor of the findings through member checking.

Question 7

Laddering

Answer 7

Asking “why” repeatedly in order to get to deeper, underlying motivations inherent in peoples activities.

The first responses are generally functional justifications, like “I used TikTok because to watch short form videos”, or “I wanted to watch short form videos because I was bored and alone”; but eventually the interviewer hopes to reach a virtue justification like “Watching these particular types videos makes me feel like I belong”. Then it is fair to conclude that the interviewee used TikTok to feel like they belong.

Advantage - elicit underlying, subconscious motivations
Limitation - tiring, cognitive fatigue, frustration for participant