The importance that recruitment plays in your market research project

Recruiting the right people is essential for market research. Identifying the target audience is key to this, screening to ensure participants meet the criteria is important, and clear screening guides help you to achieve your desired outcome. Good communication with candidates is crucial for presenting the best participants for your study.

Written by FG Connect, 20 March 2023

Finding the right people to take part in a market research project is probably one of the most important elements of the research. To gather the most helpful insights you need to be asking the right questions to the right people.

In this post, we highlight the main factors we consider when recruiting for your projects and how these elements can affect the outcome of your research.

Knowing your Target Audience

There are many elements involved in a market research study however identifying your target audience is key. Pinpointing who you want to get feedback from is essential for  gaining the best insights and we can help you with this, by helping to define who your target audience is.

Things to take into consideration here are:

  • Do you want feedback from a broader audience or a smaller segment?
  • Are there factors that may skew the feedback? We aim to keep your target audience as neutral as possible.
  • Thinking outside of the box, to make sure that we don’t miss out any segments, that you would benefit having feedback from.

What is screening?

When conducting consumer research, it’s important to ensure that the people selected for the study meet the criteria for your target audience. To determine if a person is a good fit, a survey can be used to gather information about their demographics, interests, and habits, this survey is called a screener. By doing this, you can eliminate those that don’t meet your requirements and can go on to gather insights from those that do.

Clear Screening Guides

A screening guide is an important tool for us to use when selecting candidates to partake in your research. Having a clear and concise screener is essential for finding participants that qualify and eliminating those that do match the criteria you are looking for.

We recommend keeping screeners as concise as possible, this keeps participants engaged and willing to answer questions as honestly as they can. We can always follow up with longer or additional qualifying questions if the brief evolves or requires this.

Why is screening important?

Screening is an important step in the consumer research process because it helps ensure that the people selected for the study are representative of the target audience for the product or service being tested. By screening participants, researchers can identify individuals who have the characteristics and behaviours that are relevant to the study, such as age, gender, income, education, location, interests, and usage patterns.

Screening helps ensure that the study results are more accurate and reliable and as a result are more likely to use the product and provide feedback that’s relevant to the target audience.

By screening participants, researchers can also reduce the risk of bias and ensure that the study results are more representative of the target audience. This can lead to more accurate and reliable data, which can help inform product development and marketing strategies, and ultimately lead to better products and services for consumers.

Communicating with candidates

We keep our channels of communication with our panel as open as possible so that when it comes to recruitment for any project you can rest assured that you will be presented with the best participants there are. Personal emails, calls and text are always sent out to make sure we have responsive candidates for your studies.

Want help recruiting for your next project? We can assist.

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