Tuesday, January 10, 2017

Qualitative Recruitment for Neuro Research Studies

Neuro research studies have grown in popularity over the past several years, and for many good reasons that center on enabling marketers to collect data based on involuntary human responses that are not subject to the traditional error sources of market research such as social desirability, telescoping, memory decay, and others.  While many neuro-type studies also include traditional forms of inquiry, such as survey items and open-ended questions, they are usually focused on eye-tracking, facial expression coding, EEG analysis, and the like.  But like any market research study, either traditional in methodology, or more cutting edge, the success of these studies is based, in large part, on the quality of participants.  As such, quality recruitment is paramount to ensuring that quality data are collected. 

Often times these studies are conducted in store, where aisles stocked with products of interest are available to serve as test stimuli to which participants respond and react, and quantitative data and their measurements are obtained.  Other times, these studies are carried out at facilities where another form of in-person data collection is carried out.

Regardless of the venue, setting, and other study-specific variants, participants need to be recruited.  In that recruiting process, the laws of good market research practices must prevail by instituting special quality control measures such as:

  • Having live discussions between recruiters and potential participants
  • Assessing screening-related criteria for qualification
  • Spotting gamers, cheaters, and others who try to deceive recruiters in order to be chosen for paid-participation studies
  • Providing logistical information such as date, time, address, of where data are collected
  • Explaining parking conditions, materials needed, form of incentive payment
  • Preparing participants for what to expect in the research, as some of the devices and techniques can be intimidating to participants without the proper ‘heads up’

Neuro studies are neither above nor outside the laws of good market research practices.  Rather they are no different than traditional focus groups, IDIs, in-home ethnographies, and other purer forms of qualitative research.  Neuro-researchers have enough to do in running their studies and managing their clients.  The last thing they want to do is worry about the quality of recruitment, no-shows, screener mess-ups, and poor communications of dates, times, places, and all other related logistical problems.

We invite you to request a cost estimate from us as a first step.  Simply give us a call (704-206-8500) or send us an email (info@accelerantresearch.com).  If we are granted the opportunity to work with you, we are confident that the quality of service you receive will be a marked improvement. 

Good luck and safe travels.

Tuesday, September 6, 2016

Labor Day 2016 Survey Results

Leveraging its proprietary Agora USA online research panel (www.Agora-USA.com), Accelerant Research polled 3,702 Americans about their Labor Day Weekend activities.  Click the graphic below for survey results.

For more information about Accelerant's quantitative and qualitative research services, please go to www.AccelerantResearch.com.

Glitches be Crazy: On the Forces at Work in Qualitative Research Recruiting

Recruiting qualified, articulate participants that show up for the study is not so easy.  Yet, it can be argued that recruiting skills may be as essential as the moderator’s research skills in the successful execution of a study.  Even the most gifted, seasoned qualitative research professional can be upended by poor recruiting, despite his or her abilities to unearth participants’ input and the insights that they yield.  As such, in order to best serve their clients, recruiters must appreciate and manage the great many glitches that can occur in any study, regardless of the venue, methodology, or target population.

Focus Groups and In-depth Interviews
Surely the most tried and true method to obtain qualitative research data is through the traditional in-person focus group (FG) and its close cousin, the in-depth interview (IDI).  Assuming a focus group facility as the standard venue for these types of studies, simple things like reminder calls, directions to the facility, parking availability, and other logistical details that are essential for the participant, may be overlooked by the facility.  Other essential aspects of the production that may be taken for granted include equipment and supplies.  Audio and video recording, live streaming, and other technology-related requirements must always be checked in advance prior to scheduled interview sessions.  Ample supplies must always be on hand, whether it is a simple matter of colored pens, easel pads, or post-it notes.  There is nothing more stressful to a moderator than to have these sorts of things breakdown after an interview has begun.  In light of these realities, flawless execution must be the rule of the day for every single project.

In-home Ethnographies
What if the study is ethnographic in nature and requires the researcher to conduct interviews in participants’ home?  This methodology is fraught with disastrous potentialities, to say the least, and only a kid gloves treatment of the recruiting activities will make study success more likely.  The fact is, both the participant and the researcher must be made comfortable in advance in order for the in-person exchange to be fruitful.  For participants, they need to feel safe enough to invite a complete stranger into their homes, and not feel threatened in any way.  Likewise, researchers need to feel safe and welcome as they are being (considerably) paid to conduct the research.  Researchers will have concerns about whether the residence is home to any weapons, illegal drugs, or even pets that may or may not be under sufficient control by the participant.  Steps taken in advance in the recruiting process in ascertaining the status of these and other issues, and exchanged between the two parties, is absolutely crucial in setting positive conditions for in-home ethnographies.

Online Qualitative Research
Another popular venue for qualitative research is online.  Whether the particular methodology is webcam FGs, asynchronous bulletin board, or some other medium within which moderators and participants interact in a computer-mediated environment, there are several “deal breaker” factors that loom large in the potential outcome of an online qualitative study.  For example, certain basic computing necessities exist such as a webcam that works, one which the participant knows how to use.  Other times, it is something like ownership of a smart phone that can snap photos, take video, add text, and perhaps email the whole set of data with attachments.  Does it exist and does the participant know how to do that?  Even other times, especially with bulletin boards, participants can drift into “screensaver mode” as participants fall off schedules and fail to respond to probing questions from the moderator.  Simply put, recruiters must keep tab on these conditions to ensure the moderator gets his or her money’s worth in the quality and quantity of participants’ responses who are otherwise being provided an incentive for their effort.

At Accelerant Research, we appreciate all that goes into planning and executing qualitative research.  But even with the most highly skilled moderator, in the most state-of-the-art facility, offering a handsome incentive, if recruitment fails to deliver “real participants” that show up and are candid, the study will fail. 

From the recruiting team at Accelerant Research…best regards and safe travels.