Why Use a Psychologist?
Psychologists are skilled in reading body language, revealing insights that remain hidden in most focus groups. A psychologist is more aware of group dynamics and less likely to be deceived by evasive respondents.
A moderator who is not psychologically skilled can waste valuable time dealing with difficult and destructive respondents. A psychologist is trained to deal with group resistance, assuring that you have no more wasted groups.
It takes psychological skill to delve beneath the surface and unlock the unconscious mind of the consumer. In most cases, consumers are not aware of their true motivations. They give rational and surface reasons for their behavior, which many moderators take at face value.