Every successful market research journey hinges on your respondents. As an insight professional, the quality of the people you recruit has the power to make or break your project.
Market research involves diving deep into the minds and behaviors of the individuals that define your market. When your research findings come from unqualified people, this could negatively affect the outcome of your project and, in turn, the decisions your clients and stakeholders make.
Knowing where and how to conduct respondent recruiting is crucial to prevent this from happening. As we always say, better people yield better data. In this article, we’ll share the best sources to find qualified respondents and provide helpful tips to enhance your recruitment process.
Where to Find Respondents
1. Pre-Recruited Panels
Pre-recruited panels consist of people interested in participating in various research studies, helping you identify qualified market research respondents quickly. With this, you access a ready-made group of individuals, saving valuable time and resources.
The key to this respondent recruiting approach is a meticulous validation process to ensure participants match your research criteria. Utilizing pre-recruited panels helps you streamline recruitment – enabling you to focus on refining your research methods and extracting meaningful insights from a pool of motivated and engaged participants.
2. Online Forums/Groups
Online forums are treasure troves for recruiting participants with more niche or specific interests. For instance, you can reach gamers on Reddit's gaming subreddits or connect with fitness enthusiasts on the MyFitnessPal community.
Begin by identifying active platforms that align with your target market and research objectives. Once you've found your preferred communities, you can create recruitment posts that clearly outline the purpose of your study and the benefits of participating.
To maximize your chances, try engaging with the community while being mindful of forum guidelines. This approach establishes a genuine presence within these online spaces, helping you attract participants who are genuinely interested in your research.
3. Social Media
Social media is an effective platform for market research respondent recruitment because of its sheer reach. 61% of the global population uses social media, allowing you to find, connect with, and recruit research participants worldwide.
Beyond this, some platforms like Facebook offer advanced targeting options that enable you to refine your criteria. For example, you can filter people based on their demographics, location, or interests to narrow down your options and precisely reach the respondents needed for your project.
4. Participant Referrals
A "Refer a Friend" program helps you discover valuable market research respondents through word of mouth. This tactic involves encouraging your participants to refer friends, family members, or acquaintances who share similar demographics or interests.
This enables you to broaden your participant pool and foster a sense of familiarity and trust, which are crucial elements in gathering qualitative data. To improve the impact of your referral program, consider offering incentives for every qualified referral, such as vouchers or sample products.
5. Targeted Advertising
Another market research respondent recruitment option involves using different advertising channels to increase your chances of reaching a broader and more diverse audience.
Search Ads
Search ads typically appear first on search engine results, boosting visibility when potential respondents actively seek information related to your research. Users who click on your ad are directed to a dedicated landing page where they can learn more about your project and express their interest.
TIP: When writing your ad copy, include keywords specific to your research objectives and a clear call-to-action (CTA).
Display Ads
Display ads let you showcase your research project across a network of websites. This involves creating eye-catching website banners that communicate the scope of your project and the incentives for participation, helping to drive traffic toward your designated landing page.
TIP: Change your targeting options according to your research demographics to ensure your ads reach the right audience.
Print media
Targeted advertising extends to traditional print media such as newspapers or magazines, especially if your target audience is not exclusively online. In your print ad, it's best to include the details of your study, the respondent criteria, and the incentives offered with a dedicated phone number or website for further information and registration.
TIP: Consider the demographic of your publication to ensure that it aligns with your target audience.
6. Client Lists
If your project requires very specific criteria, recruiting from client customer lists might be an effective strategy to help you find the right people. They allow you to hone in on individuals already familiar with the brand or product under investigation.
However, it’s important to check the quality of data these lists have since some may lack information (i.e., full names, email addresses, and mobile numbers) or contain inaccurate data – ultimately affecting recruitment efficiency down the line.
Like other lists, this recruitment strategy doesn’t guarantee a 100% response rate. You need an adequate amount of contacts on the list to meet your recruitment goals. Outreach attempts should also be discreet and limited to avoid overwhelming potential participants. You can start out with an email, followed by a text, and then a phone call to increase your chances of finding qualified respondents.
7. Recruitment Agencies
Perhaps the most effective respondent recruiting approach is to employ specialized agencies that do the heavy lifting for you. These services handle different aspects of the recruitment process, such as screening, data management, logistics, and incentive processing.
Recruitment agencies leverage professional-level tools and global partners to quickly find the respondents you need, whether your project is conducted locally or internationally. This efficiency is beneficial if you have specific project timelines. By outsourcing the recruitment process, you can free up your time to focus on gathering insights and analysis.
When reaching out to these qualitative research platforms, it’s best to provide key project information so they can tailor their services to your needs. This includes:
- Recruitment criteria
- Research objectives
- Estimated project budget
- Methodology (i.e., in-depth interviews, focus groups, mobile ethnography research)
- Sample size
- Project timeline
- Incidence rate - the percentage of the sample that meets your study's qualifications from the overall population
If you haven't finalized every detail yet, the best recruitment agencies can provide their expert recommendations based on what is feasible for your project.
Better Safe than Sorry: Always Over-Recruit
Doing market research is like going on a trip – you can run into some unexpected problems along the way. Recruiting the right participants and dealing with dropouts can be tricky. But planning ahead smoothens the journey.
The key is to recruit more people than you need. This way, extra people are ready to fit right in if someone drops out at the last minute and your required number of respondents is fulfilled.
Even if more people sign up than you need, you can pay them for their time and send them on their way. This good gesture helps encourage them to join your next project. By being flexible and leveraging the proper restech services, you’ll be ready to handle challenges on your journey for actionable insights.
Get the Right People for Your Project with Civicom® Marketing Research Services
Civicom® Marketing Research Services is the global leader in providing innovative tools for market research. Our full-service solutions include respondent recruitment, online IDI and focus group facilitation, mobile ethnographic research, online communities, an AI report writing tool, plus other customizable platforms for your research needs. Contact us to see how we can help you achieve project success.
Louise Principe • February 7, 2023
Dani Garan • November 21, 2022
Louise Principe • February 14, 2022