Author: Serena Berrey | Editor: Elizabeth Zuponcic
When conducting qualitative market research recruitment, like most things, there are right ways and not-so-right ways to execute your objective. We’ve come to find the do’s and don’ts that might be helpful to you while you navigate your way around the fopa’s to find your aha’s when conducting a study.
Do: Keep an open mind
Defining your target audience is an essential step when conducting qualitative market research recruitment. Once you have determined your target audience, you can move forward with creating a screening guide. Though you may have a clear vision as to who your target audience may be, you may find that your screener results do not provide the respondents you envisioned.
In some cases, you may find an overwhelming majority of respondents disqualified on a single question. Though your search may continue, keep in mind you may not find the exact respondents you want. Don’t see this as a set-back. Perhaps this is an indicator that your target audience is not as feasible as you anticipated. Making adjustments to your target audience may benefit your long-term goals.
What happens when your survey responses disqualify on multiple questions? This may be an indicator that your qualifying screener is not written properly or your target audience is not feasible. In both cases, going back to the drawing board is your best bet.
Do: Hone in on your target audience
There is a delicate balance between too broad and too narrow of a scope when it comes to market research recruitment. If your target audience is too broad, you will not be able to collect enough detailed information. If too narrow, you may restrict your pool of respondents.
Like any other product or service, the quality of your research depends on the quality of the information that you gather. The point is to not just collect information but also determine what it means and how it can be used to improve your industry or business.
Don’t: Overcomplicate your screener questions
When creating your qualifying screener, be careful not to get too creative with the questions or words you use. Keep your questions open-ended to ensure all answers are unbiased and prevent leading. If something is truly unique and unknown, don’t add it into the mix! There are too many variables that can affect the results and have an unfair impact on respondents who don’t normally fit into these categories.
On the flip side, screeners that are written too loosely will let too many unqualified people into a study. Keep your wording consistent and clear so respondents will understand what they are being asked to ensure a productive research session.
If you invest in a healthy market research recruitment process, you will reap the reward of obtaining valuable insight for your business.
Although the process seems overwhelming, our team knows all the ins-and-outs of conducting a successful market research recruitment study to assist in getting you the answers you need. Whether you’re conducting research “in-house” or outsourcing to a firm, we are here to help with all the aspects of recruiting. Request a proposal today or reach out to us at [email protected].
