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Without a doubt, recruiting the “right” participants is crucial to the success of any qualitative research project. Yet, any experienced researcher will tell you recruiting is one of the most difficult parts of the qualitative research process!
Potential participants have become increasingly concerned about being involved in qualitative research due to privacy, security, personal safety, and even cultural concerns. And the situation is exacerbated if you are working on a project that could generate additional concerns, such as projects pertaining to sensitive and private topics (e.g., finances or sexuality), illicit activities (e.g., drug use) or if your required participant is elusive or less frequent (e.g., high net worth individuals or orthopedic surgeons). But even researchers with less challenging topics find recruiting good qualitative research participants can be difficult.
Our goal was to predict what people wanted before they realized they wanted it, which meant the new methodology needed to get at latent emotional triggers (implicit in system 1 thinking). However, we also wanted to ensure in-market predictability which is best measured through the wisdom of crowds technique. Finally, we wanted it to work on a stand-alone basis or integrate seamlessly into an existing concept testing program.
Two pre-conditions will make recruiting easier or, at least, less challenging. The first is to allow enough time for recruitment. If you cannot allow a full two weeks, you will have difficulty recruiting, especially if you have a low-incidence population. Second, define your desired participants, and make sure your recruiting screener can identify them accurately. Ask yourself:
Don’t take anything for granted, even if your client claims their database is perfect (which it never is)! If a participant must have a specific characteristic or behavior, confirm this with a screening question to be sure they qualify.
One of the most common methods of recruiting qualitative participants is to rely on your research partners’ permissioned database. But if you’re facing a difficult or low-incidence recruit, you may need to get creative. Think about the qualitative methodology you are using (e.g., online, in-home, CLT, in-person focus group, phone IDI) and where you might find your desired population of participants, and the implications of that for your recruit.
Creativity pays off if it helps you find the right participants. Here are some ideas to spark your creative recruiting thinking.
There are probably many, many more creative ways to recruit qualitative research participants. After all, you are limited only by your imagination. And remember: the recruiting process itself can yield essential insights about the population of interest. So go ahead, get creative!
Research America can help you with all your qualitative research needs. Our experienced recruiter make findng the most difficult respondents easy and our focus group and central location facilities can meet your needs for focus groups, taste test, product usage tests, and more. Learn more about our recruiting capabilities here.