Core service
Moderation
Moderation for focus groups, co-creation sessions and workshops. Balancing clarity and structure with the sensitivity required for healthcare discussions
With nearly 30 years’ experience, I’ve delivered healthcare research in over 40 markets globally. From start-ups to over half of the world’s top 20 medical device manufacturers and pharma companies, I’ve helped teams make clear, evidence-based decisions with real commercial impact.
I’m an expert interviewer, having conducted over 4,000 interviews and group discussions with participants ranging from children to global CEOs. Balancing structure with flow, I create natural, empathetic conversations built on trust.
I’ve always been drawn to research because I’m genuinely curious about people — I like finding things out. I enjoy listening and asking questions that help people explain their experiences in their own words.
Healthcare research brings that curiosity into a space where it really matters. People often talk about experiences they haven’t shared before — sometimes not even with those closest to them — and I feel genuinely privileged when that trust is placed in me. I am grateful that I work in a sector that allows me to contribute directly to improving care and wellbeing.
Supporting projects through a flexible range of services.
Moderation for focus groups, co-creation sessions and workshops. Balancing clarity and structure with the sensitivity required for healthcare discussions
Depth interviews that provide clear understanding of motivations, barriers and real-world experience. Structured but conversational, adapting easily to individuals, pairs or small groups.
Device testing focused on safe, confident real-world use. Informing design decisions, supporting regulatory submissions and benchmarking against competitor devices.
Ethnographic observation to understand real-world behaviour and context. Exploring medication routines, device use, care pathways and how information is used in everyday settings.
Testing websites and companion apps for connected medical devices. Informing design decisions through careful observation of user interaction.
Analysis of research findings across markets and audiences. Working directly from native-language transcripts to produce clear, usable insight and recommendations.
Coordinating simultaneous translators for foreign-language interviews and groups. Enabling English-speaking clients to follow discussions clearly and in real time.
In-market fieldwork oversight for international projects. Acting as an on-the-ground presence to ensure consistent quality is applied across foreign-language interviews.
Values that shape how work is handled, trust is built and quality is maintained.
Handling commercially sensitive healthcare research with discretion and care, ensuring confidentiality is clearly understood and respected throughout the work.
Bringing clarity, composure and flexibility when projects change direction or unexpected challenges arise.
Engaging participants with empathy and respect around personal or sensitive experiences, without losing focus.
Providing consistent attention to detail, so you can rely on the quality of insights even across complex or multi-market projects.
If you have a defined brief or are still shaping an idea, feel free to get in touch. I’m happy to respond to clear requirements or talk things through, sharing relevant experience before next steps are agreed. Fill in the form to start the conversation or email george.ashford@inmoderation.health