How a Researcher’s Body Language Affects Research Results
Author: Jane Mount
Jane Mount is the president of Libran Research & Consulting and a member of the Qualitative Research Consultants Association. Her career includes more than twenty-five years in marketing research and strategy, as both a client-side researcher and a research consultant.
SummaryWe frequently hear how we are judged by our body language – yet have we thought about how body language can influence the acquisition of qualitative research insights? No doubt a qualitative researcher must be completely neutral and objective in their line of questioning during a session, but body language can also have a significant impact on the opinions of respondents. A wide-range of non-verbal cues, including posture, eye contact, tone of voice, and more, can produce unintended consequences.
Moderators need to engage in the appropriate body language for the project at hand, so as to not prejudice results. Click through below for tips on maintaining a demeanor that will help you meet your research goals.
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