Our specialty is recruiting participants for market research studies. Every day we work alongside researchers and moderators to perfect screening guides and find the most qualified and best-suited participants for qualitative and quantitative studies. Market studies are great ways and learning more about consumer behavior, attitudes, values, and influence.
Many companies hire researchers to do phone surveys to get a pulse on customer satisfaction. Recently, one of our team members was called by an independent-research company to participate in such a survey. She jumped at the opportunity. Not only is it fun to sit on the other side of the fence, it’s also a great way to see how various companies conduct surveys, and how they word the questions.
Our team member was alarmed at how poorly the survey was worded, and what’s worse, is the multiple-choice options were limited. She knew that her answer options were in no way reflective of her experience with the company that was commissioning the survey. She also knew that the study outcome would likely not be reflective of respondents’ true experiences, and that the study would be a waste of time and money for the company.
How to Improve Survey Outcomes
One way to improve survey outcomes is to follow up with a qualitative study. Surveys tend to involve lots of respondents and are good at providing an aerial-view. For instance, if the results from one survey question shows that most respondents were ‘satisfied with their experience or service’ but fewer said they’d ‘recommend your product/service to a friend’, you would want to drill down and learn why.
Survey responses will rarely provide the types of insights that companies need to make strategic decisions. Whether you’re testing a new product, wanting to know where to spend advertising dollars, or learn about affinity groups, a qualitative study is your best bet.
What Qualitative and Quantitative Studies Have in Common
All market studies, whether qualitative or quantitative, require qualified participants. Recruiting is the common denominator between all types of market research studies. There are many ways to slice and dice recruiting. The study objective will determine what demographic or psychographic features to focus on when recruiting.
When it comes to recruiting, partnering with an experienced market research recruiting agency will save you time and money.
