Reclutamiento de investigación cualitativa

¿Cómo se hace el reclutamiento?

No todo el reclutamiento es igual.

Different approaches are needed depending on the number of recruits desired, how quickly they need to be found, and the size of the budget. The following are some common ones.

• Emails can be sent to a purchased list, e.g. subscribers to a publication or newsletter, attendees of a trade show, or members of a professional organization. Individuals already have certain known and shared interests or profiles in all such cases.
  • Se puede utilizar un subconjunto de una lista grande para realizar una prueba previa de una encuesta telefónica o en línea, o se puede dividir y utilizar para más de un proyecto sin necesidad de contactar a ninguna persona más de una vez.
• Online panels already have selected research participants who have agreed to provide information at specified intervals. Many market research firms utilize online panels to save time recruiting for their clients’ projects since such panels typically have huge numbers of members who have already been screened on basic demographics or psychographics.
  • Companies that create online panels often act as intermediaries and send out surveys on your behalf, but do not disclose the email or phone number of the panelist to you. This makes panels less useful for qualitative work.
• Medios de comunicación social
  • For B2B recruiting purposes, LinkedIn has become a handy tool. Potential participants can be contacted after using parametric tools to hone in on members who meet certainscreening criteria.
  • De manera similar, FaceBook se puede utilizar para encontrar consumidores cuyos perfiles parezcan coincidir con los criterios deseados para un estudio.

• Advertising in a variety of media, from print to online, may be effective. By placing an ad in a particular newspaper, magazine, or website, it is possible to solicit participation in certain types of market research studies. For example, people with specific occupations, illnesses, or life situations may learn about the need for research subjects this way.

• El marketing de motores de búsqueda (por ejemplo, Google AdWords) proporciona una forma única de reclutar personas en función de las palabras clave que buscan. Por ejemplo,
  • Las personas que buscan dermatólogos podrían ser los mejores candidatos para un estudio sobre lociones corporales, cremas, medicamentos, detección de cáncer o temas similares relacionados con el cuidado o los problemas de la piel.
  • Del mismo modo, las personas que ingresan un símbolo bursátil en lugar del nombre de una acción o empresa en una búsqueda tienen más probabilidades de tener conocimientos y estar interesadas en servicios financieros y oportunidades de inversión.
• Referrals or Word of Mouth (WOM) may be used to build a pool of participants. Of course, since there is the likelihood that friends, colleagues and family may have much in common, this can be either a positive or a negative depending upon the research objectives. If the goal is to find people with a shared background or set of “likes”, then this can be a good source of participants. If, on the other hand, the research seeks a more diverse population, this might be a less effective approach.

Cuándo utilizar cada enfoque.

El tiempo y el coste variarán en cada caso.

• For research that involves the broadest market (think of fast food, coffee, cold medicine, phone service), a very large panel is likely to have representative members, so the time and cost of recruiting will be lower.
• Sin embargo, si un proyecto requiere reclutamiento de una población de baja incidencia (rara), se dedicarán más esfuerzos y costos para encontrar suficientes participantes.

Consejos y pensamientos finales.

• Careful screening questions can improve the odds that an invited person is truly “qualified” and is not a “professional”.
• Adequate compensation (e.g. cash, gifts) is a strong motivator to ensure cooperation –whether online, on the phone or in person — but it adds to the expense of the project.
  • Providing participants with feedback, such as a summary report of findings, can also be a good incentive.

• For qualitative research (focus groups, one-on-ones or IDIs) it is important to be very clear in instructing and reminding recruits about the date, time and place they must be. Even a confirmation letter, email or phone call does not ensure compliance with a person’s assurance that they will participate. If work, family or other social obligations arise, a recruit may not contact the research company or show up at all. For this reason, many research studies will over-recruit, expecting a certain absenteeism rate, much as when airlines overbook their flights.
• Recruiting for online panels creates a different set of potential problems. When people are told that they can earn points, gifts, or cash, they might be tempted to join for that reason alone. There may be little to no incentive to be honest, thoughtful, or careful in answering any questions. Ideally, the subject matter or product/service being studied will be salient and relevant to the participant. Knowing their answers to a set of profile questions can help mitigate this issue.
• In all cases, the best way to recruit is to use a third party. This can be the same company that is conducting the study if you are outsourcing it, or it can be a list broker or panel provider that you contact yourself.

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Acerca de SIS Internacional

SIS Internacional ofrece investigación cuantitativa, cualitativa y estratégica. Proporcionamos datos, herramientas, estrategias, informes y conocimientos para la toma de decisiones. También realizamos entrevistas, encuestas, grupos focales y otros métodos y enfoques de investigación de mercado. Póngase en contacto con nosotros para su próximo proyecto de Investigación de Mercado.