Qualitative #marketingresearch behind-the-scenes tips that drive successful execution and client satisfaction
Introduction:
We’ve all heard the saying, “We expect good results, all things being equal, and barring any unforeseen changes or surprises.” Well, as many of us know with many years in the qualitative #marketresearch and #insights business, even with all good intentions research studies are launched, and…change happens.
We’ve decided to be proactive and share with our audience of clients (both research agencies and corporate brands) valuable information - knowledge to help you understand the impact last-minute changes can have on recruiting agencies' ability to meet deadlines (time and budget). This perspective will facilitate better planning and realistic expectations on the impact such changes may have.
In an ideal world, a briefing session with a client, evaluation of methodologies, an execution strategy, and the start of a recruiting process follow receipt of qualitative research specifications. Once the recruiting process has started and a client introduces last-minute changes, they directly affect the time and cost of the study. In almost every case, changes cause the recruiting process to stop to allow further clarifications and adjustments, as we explain below.
The three major integral components of a qualitative research project; when you change one, you may affect the other :
A. Research Method: Online vs. in-person, group vs. individual
B. Timing: Working hours, evenings, weekends
C. Outreach Method: Social media, email, direct-dials
Essentially, we're putting together a puzzle; we first focus on the most challenging aspects of the study to ensure that everything comes together at the end.
Here are typical steps we follow for a qualitative recruiting project:
Project Manager review of the project details
Recruiting team briefing
Kick-off call with the client and recruiting team
Recruiting activity begins (respondents’ outreach)
"Campaign Incubation Period" - allows us to determine if our strategy is productive and yields optimal results. This data is provided by our recruiters and we use it to adjust our outreach strategy.
Screen, qualify, schedule
Confirm respondents
Three significant changes that can affect or even derail recruiting of a qualitative research study:
1) Specification changes.
Generally, changes in the study's objectives or target population often require us to revisit the strategy we developed to match respondents. We may have to cancel people we have already recruited (for whom we charged a CPR) and in addition, we may also have to change the CPR depending on what changes have been requested.
For example, let's say we are asked to recruit 20 teachers. After completing our recruiting process, the client cancels 5 teachers and asks to replace them with 5 principles. In this example, the cost is incurred for all 20 teachers plus the CPR may be adjusted to reflect the additional recruiting.
Even though specifications by definition are 'unique' and may appear on paper easy, they require an arduous process to achieve a well-executed recruiting project. It’s a matter of strategy where there is a difference between aiming for finding the 'perfect respondent' and filtering results by trying different approaches. Our preferred method resembles a sniper strategy rather than a shotgun approach; we pre-screen respondents then select those who match (or closely match) the spec.
A case study of last-minute change -”pre-task.”
We understand that there are circumstances that dictate last-minute changes. However, as the following scenario demonstrates, we strive to raise clients’ awareness that (1) changes can cause respondents to drop out and (2) there are added costs for re-connecting, confirming, or starting the recruiting process again in order to find replacement respondents.
We’ve completed the backend work, vetted, confirmed, and signed a group of respondents. At the last minute, before the study began, the client added a pre-task: a 2-hour homework assignment. The change required our team to re-engage each respondent and confirm that they could complete the added task.
(2) Date changes. While we strive to complete a study without interruptions, we are also mindful that things can change. In most cases (and we ask our clients to relay this to theirs), date changes require a restart and an extension to the original completion date; we have to call previously booked respondents and reconfirm their availability. If anyone drops out, we’ll need more time to find new respondents.
(3) Methodology changes. During our recruiting process, we communicate and set expectations with our respondents: for example, a study that initially called for one hour per day for three days changed to 45 minutes a day for four days. Our team will reach out to each respondent to ensure that their schedule can accommodate the change.
Methodology-related changes can cause a complete redesign of the recruitment process, delay the study and require an increase in incentive to respondents. Therefore, we often also ask for expedited approvals to avoid further delays.
Respondents (like many of us) are busy with hectic schedules and have to adjust their day to comply with the study’s requirements. We don’t just ‘find’ respondents; we invest in a long-term relationship that allows us to have a pool of reliable candidates for future studies. Recruit And Field’s reputation and word-of-mouth referrals amongst respondents play a major role in our ability to successfully execute projects.
The same scenario applies when there’s a technology change, from Zoom to Teams. We must confirm with respondents that they are comfortable with the new platform or assess whether training is necessary. And of course, a tech change can cause some to drop out, especially if they are uncomfortable with the latest proposed technology.
Summary:
Changes to #insights project are inevitable, we get it. But, as we demonstrated, each change impacts our ability to meet deadlines and stay on budget. When changes are required, especially after we’ve had a briefing call with the client, we recommend the following:
Recruiting is more than just reaching out to a person who fits a profile; it’s an intimate process of building relationships through handholding and ongoing communications.
We are extremely conscious of our clients’ need to meet deadlines and budgets.
We recommend that clients proactively share proposed changes with us so we can shed light on the practical implication(s) of each change.
Please don’t lose sight of the fact that respondents are just like us; while they like to participate in studies, they also have busy schedules, may be adept with only certain technologies, and generally want to be comfortable with the study’s requirements.
We welcome your comments and questions. Please reach out to Kristin Ameruoso-Goldberg, Senior Director of Client Service at #recruitandfield: kristin@recruitandfield.com or (516) 941-2604.
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