Badania rynku Rekrutacja

What is Market Research Recruiting?

Recruiting is one of the most important, and surprisingly difficult steps in conducting most qualitative (and much quantitative) market research. It is a challenging and time consuming task that requires one to identify, contact and attract the right people to take part in a study. Without the cooperation of those who are truly representative of the target market, the results of a research project will have less or no value.

How Do You Conduct Recruiting?

Not all recruiting is alike. Different approaches must be considered depending on the desired number of recruits, how quickly they need to be found, and the budget size. 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.
  • Podzbiór dużej listy można wykorzystać do przeprowadzenia wstępnego testu ankiety internetowej lub telefonicznej, można też podzielić ją i wykorzystać w więcej niż jednym projekcie, bez konieczności kontaktowania się z daną osobą więcej niż jeden raz.
• 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 in 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 they do not disclose the email or phone number of the panelist to you. This makes panels less useful for qualitative work.
• Media społecznościowe
  • 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 certain screening criteria.
  • Similarly, FaceBook can be used to find consumers whose profiles match the desired criteria for a study.
• Reklama 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, e.g. people with specific occupations, illnesses, or life situations may learn about the need for research subjects this way.
• Search engine marketing (e.g., Google AdWords) provides a unique way to recruit people based on keywords they search for. For example,
  • Osoby poszukujące dermatologów mogą być doskonałymi kandydatami do badań nad balsamami do ciała, kremami, lekami, wykrywaniem nowotworów lub podobnymi tematami związanymi z pielęgnacją skóry lub problemami.
  • Podobnie osoby, które podczas wyszukiwania wpisują symbol akcji, a nie nazwę spółki lub spółki, z większym prawdopodobieństwem posiadają wiedzę na temat usług finansowych i możliwości inwestycyjnych oraz są nimi zainteresowane.
• 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.

When to Use Each Approach

Czas i koszt będą się różnić w każdym przypadku.

• 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.
• Jeśli jednak projekt wymaga rekrutacji z populacji o niskiej częstości występowania (rzadkiej), znalezienie wystarczającej liczby uczestników będzie wymagało większych nakładów pracy i kosztów.

Następne kroki

• Careful screening questions I quotas can improve the odds that a person who is invited is truly “qualified” and is not a “professional”.
• Adequate compensation or incentives (e.g., cash, gifts) are strong motivators for ensuring cooperation—whether online, on the phone, or in person—but they add to the project’s expense.
  • Dobrą zachętą może być również zapewnienie uczestnikom jakiejś formy informacji zwrotnej, na przykład raportu podsumowującego ustalenia.
• For Jakościowy Badania (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 that 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 conducting the study if you are outsourcing it, or it can be a list broker or panel provider you contact yourself.

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