Editor’s note: Christina Boris is global director of survey research at Coleman Research Group, New York City.
In my current role, I oversee a team that conducts surveys with hard-to-reach audiences every day. We are often tasked with surveying elusive professional segments. Based on our experience, I’ve compiled some best practices for surveying niche B2B audiences. This list is not exhaustive – there are other best practices that can be implemented. However, I’ve found that the practices outlined below are particularly effective at helping to ensure a successful recruit and execution of a survey project with an obscure segment. They are especially powerful when used in combination with one another.