The landscape of market research has evolved dramatically, with an increased focus on digital methodologies. As we move away from traditional paper screeners to more online engagement, it’s important to acknowledge the varying levels of internet savvy among different generations. DMS Insights reports that while internet usage is nearly universal among Millennials, about 91% of Gen Xers and 85% of Baby Boomers are also active online. However, the digital proficiency of Baby Boomers may not match that of younger generations. Here at Focus Insite, we understand the nuances of recruiting this demographic for online qualitative research.
1. Targeting the Right Platforms: Understanding where Baby Boomers are most active online is crucial. Unlike younger generations who frequent platforms like Instagram, TikTok, and Snapchat, Baby Boomers are more likely to use Facebook, LinkedIn, and, to a lesser extent, Instagram. Identifying and utilizing the right channels is key to attracting them to your research.
2. Tailoring Recruitment to Fit Your Study: At Focus Insite, integrating seamlessly into your qualitative research plan is a priority. By comprehensively understanding your study’s requirements, including format and timeframe, we ensure the recruitment of well-suited respondents. This involves:
Setting clear technology-related screening criteria.
Conducting pre-study tech checks to ensure respondents are comfortable with necessary features like webcams and screen sharing.
Communicating specific technological requirements early in the recruitment process.
3. Providing Ongoing Support and Resources: Our role extends beyond just finding respondents. We aim to be a supportive resource throughout your research journey. To assist less tech-savvy participants, we:
Offer detailed information sheets about the online research process.
Create easy-to-follow how-to videos or demonstrations.
Establish forums for additional support and information.
By fostering an inclusive and supportive online qualitative research environment, we not only meet your immediate respondent needs but also help cultivate a broader pool of future participants.
If you’re seeking expert assistance in recruiting Baby Boomers for your online qualitative study, Focus Insite is here to help. Our experienced team understands the unique challenges and opportunities of this demographic. For specialized recruitment services, please contact us at bids@focusinsite.com.
