Being human: How to traverse highly emotional territory in marketing research

How can a moderator most effectively handle an emotionally charged interview topic? How does one maneuver when an interview suddenly becomes emotional for the respondent?

Dealing with emotional content can be difficult, but it can be invaluable to clients whose products and services help people at challenging times in their lives. My career in marketing research has included a lot of emotional content – from medical issues that cause shame and embarrassment, to the experience of being in late-stage terminal cancer, to the experience of surviving wartime – as a combatant and a civilian.

I will share best practices for moderating through emotional territory – and talk about the importance of being able to do so, especially now that AI has entered the realm. How do you moderate effectively when the moments are the most human they can be?