Editor’s note: Kris Filpovich is a field manager at Primary Insights, a Lisle, Ill. research firm.
“When do you need approval for this project in order to recruit the number of consumers we want to talk to?”
The answer to this question depends on several factors, including:
- the number of respondents needed;
- the difficulty of the recruit (for example, finding toothbrushing humans is easier than finding 19-year-old truckers);
- the number of facilities and cities involved;
- whether product placement is involved.
For a project with fairly basic specifications, three weeks is the optimal time span between project approval and project fielding. For projects with lower incidence, it is beneficial to allow four or more weeks between approval and fielding. The additional time helps us and the facilities find the respondents you need to make your project the best it can be.
The additional time is used in these ways:
- recruiters have more time to contact more consumers;
- alternative methods of recruiting - including placing advertisements and distributing flyers - can be developed, and consumers have time to notice and respond.
Projects involving product placement can also increase the difficulty of a recruit.
- Respondents must agree to spend the necessary time not only for the main interview but also for product pickup and usage.
- Sometimes product placement involves time-sensitive usage. For example, a company wanting those 19-year-old truck drivers to try special contact lenses during their next encounter with aliens would have to find those who had an alien encounter noted in their datebooks within the usage period.
Time is valuable and goes quickly these days, and we understand that having time between project approval and fielding can seem somewhat luxurious - or perhaps unnecessary and even wasteful. Convincing peers that the time is necessary can be difficult. Here are some of the benefits to keep in mind as you discuss time issues with colleagues and clients.
- Saving your time. The likelihood of empty spots on the schedule is reduced as full recruits with sufficient floaters are possible.
- Saving your money. Facilities can recruit during their normal working hours and will not need to charge additional fees for recruiting during off-hours or using additional resources.
- Fine-tuning specifications and screener questions. A recruiter may notice that all the respondents thus far are within the same age range or ethnic group when this particular demographic was not specified. This issue can be raised and changed if necessary.
In addition, there is time to consult clients when facilities find respondents who meet almost all of the specifications for a difficult recruit. If the facility finds a 19-year-old female, truck-driving UFO-abductee who has one blue eye and one green eye, they have to know - is that okay?
- Convenience issues. We can fulfill more of your clients’ preferences, including being more likely to reserve your facility of choice. We can even reserve the most appropriate, comfortable room within the facility. Facilities have time to meet client requests such as having computers in the backroom or purchasing sample items. Rooms in preferred hotels are more likely to be available.
Of course, it is not always possible to have the amount of time you’d like for recruiting. When faced with a shorter than optimal recruiting time frame, keep these ideas in mind to help simplify the recruit so the facility can still find the respondents you want to talk to within the limited time frame.
- Keep specifications to a minimum. Include only those specs that are essential to the project.
- Help the field management staff to keep the screener short and simple. This makes the recruiting phone calls shorter, which gives the recruiter more time to make more calls.
- Allow evening interviews for working people, and avoid either recruiting or fielding over holidays, if possible.
Rush situations can’t always be helped, but taking these ideas into account when preparing to do a project can greatly improve the return on the time, money, and energy you spend.