When most people think of recruiting for a qualitative market research study, they think of finding the right respondents and filling the quotas. Often, we are so excited that we have found respondents who qualify for the study that logistical aspects of getting the respondents in the room (either virtually or in-person) can be put on the back burner.
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Remember, although you are very familiar with the screener, respondent specifications, research purpose, and client goals, your respondents are seeing this project for the first time. Some may even be participating in a qualitative market research session for the first time. Therefore, it is safe to say that they may not have as much knowledge as you do about the project. As a recruiter, it is your job to not only ensure that respondents match the specs outlined in the screener but that they are prepared for the research session, whether virtual or in-person.
It would be a best practice that once you have verbally confirmed the respondent qualifies for the study, noted the date, time, location and general topic of the study, to also send an email with the same information. That way, the respondent has it in writing so there is no discrepancy.
In the email, also include:
- What next steps there are for their participation, such as a homework assignment to be completed prior to the session (if applicable),
- What, if anything else they need to bring to the session,
- When they can expect to hear from you or someone from your team again with the link to join the session (for virtual sessions) or directions to the facility, including parking or public transit instructions (for in-person sessions).
- Note how they should contact you or your team should circumstances come up and they can no longer participate in the session. Remind them that they were specifically recruited for this study and cannot send someone to take their place.
Approximately 48 hours prior to the group, send respondents email that they are scheduled for the session and send the link for the session or the directions to the facility again. This is so that respondents have your email at the top of their inbox and do not have to dig for it. Doing this can reduce the number of inquiries regarding session logistics and increase the likelihood of respondents participating in the session, making way for a seamless experience for the respondent.
Caveat: You can be very organized and do all of the “right” things when it comes to respondent logistics, but life circumstances can still come up and respondents may need to cancel their participation.
By taking steps to include detailed and timely communication, you can reduce some of the back and forth about logistics and already have supplied responses to questions that a respondent may have, increasing your time to focus on other tasks at hand.
Written by: Linda Mui, Senior Training & Research Coordinator