Recrutement en recherche qualitative

Comment procédez-vous au recrutement ?

Tous les recrutements ne se ressemblent pas.

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.
  • Un sous-ensemble d'une grande liste peut être utilisé pour effectuer un prétest d'une enquête en ligne ou par téléphone, ou il peut être divisé et utilisé pour plusieurs projets sans qu'il soit nécessaire de contacter une personne plus d'une fois.
• 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.
• Réseaux sociaux
  • 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 même, FaceBook peut être utilisé pour rechercher des consommateurs dont les profils semblent correspondre aux critères souhaités pour une étude.

• 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.

• Le marketing sur les moteurs de recherche (par exemple Google AdWords) offre un moyen unique de recruter des personnes en fonction des mots-clés qu'ils recherchent. Par exemple,
  • Les personnes qui recherchent des dermatologues pourraient être des candidats privilégiés pour une étude sur les lotions pour le corps, les crèmes, les médicaments, la détection du cancer ou des sujets similaires liés aux soins ou aux problèmes de peau.
  • De même, les personnes qui saisissent un symbole boursier plutôt que le nom d’une action ou d’une société dans une recherche sont plus susceptibles d’être bien informées et intéressées par les services financiers et les opportunités d’investissement.
• 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.

Quand utiliser chaque approche.

Le temps et le coût varieront dans chaque cas.

• 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.
• Cependant, si un projet nécessite le recrutement parmi une population à faible incidence (rare), des efforts et des coûts supplémentaires seront consacrés à trouver suffisamment de participants.

Conseils et réflexions pour conclure.

• 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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À propos de SIS International

SIS International propose des recherches quantitatives, qualitatives et stratégiques. Nous fournissons des données, des outils, des stratégies, des rapports et des informations pour la prise de décision. Nous menons également des entretiens, des enquêtes, des groupes de discussion et d’autres méthodes et approches d’études de marché. Contactez nous pour votre prochain projet d'étude de marché.