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Now we'll be taking a closer look at
moderated techniques and best practices.

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Perhaps you noticed some
of them in the last video.

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1, Form unbiased questions.

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Make sure to avoid biased
questions throughout the study.

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For example, when I asked about the
Amazon's Choice label, I could have asked,

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was the label helpful?

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Or, did you click on a specific product
because it had the Amazon choice label?

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No, I simply asked, why did you click
on the one that says Amazon Choice?

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2, Avoid leading responses.

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It is easy to get carried away and provide
leading responses to the participants.

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For example, when the participant paused
after telling me what information

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they were looking for on another page.

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I could have said,
that's a reasonable thing to look for,

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or it makes sense that you'd
want more information there.

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Either of these would have
shown a form of approval and

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would have led them to seek more approval.

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Instead I simply responded with,
I understand now.

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3, Make the participant feel comfortable.

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A participant who's comfortable will be
more honest and forthcoming in your study.

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The journey to establishing rapport
starts even before your first meeting.

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Make sure all the communication leading
up to the study is clear and consistent.

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When the participant arrives, welcome
them, shake hands, use a friendly tone.

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The last part applies to both
in person and remote testing.

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4, Ask limited follow-up questions.

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It's important to ask clarifying
questions when you have them,

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but don't force the issue.

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Give the participants a chance to
use your products naturally, and

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maybe even forget you're there for
a moment or two.

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5, Observe diligently.

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Notice everything.

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Did they hesitate before
selecting an option?

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Did they give a heavy sigh [SOUND]
when they landed on that new page?

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Were they excited when they
saw some feature pop up?

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All of these subtle behaviors matter,
just as much as whether

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the participant was able to
complete the task successfully.

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6, Encourage thinking aloud.

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We're not mind readers, and

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we'll need the help of our participants
to know what they're thinking.

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Ask them to think aloud,
and remind them, as needed,

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during the extended moments of silence.

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7, Use simple language.

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All of your communication from
e-mail to the in person dialogue

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should be in simple language.

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Avoid industry specific terms
that might be familiar to you but

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technical and
possibility confusing to the other person.

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8, Check in with observers.

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Make sure to give the observers a chance
to let you know the questions for

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the participants.

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This will both make sure that you cover
all the important angles of the study

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as well as keep the observers engaged.

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Now that you're familiar
with what makes for

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great moderation, run a couple friends or
colleagues through your study as practice.

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And then you should be ready to start with
a participant from your target audience.

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Good luck.