Rodney Kayton, Managing Partner of Study Hall Research, is one of 6 industry experts featured in the August AMA Access Marketing Researchers feature: Moderator Match-Ups: Myth or Reality? The article explores the issue of whether or not qualitative research is impacted by moderators who share gender, ethnicity or other background traits with research participants. Kayton is one of 6 leading US qualitative researchers who were asked to provide their expert opinions to the American Marketing Association for this article. The article presents comments on both sides of the issue and Kayton is quoted as saying there are situations where cultural alignment is a strength for moderators, but that there are also situations where cultural difference can prove equally beneficial (especially in the case of male moderators conducting groups with female respondents).
For a full text of the article, download the PDF.