Read on to find out how we helped our client achieve exceptional engagement in a two-stage charity market research online community. The first stage saw engagement levels of 95% and we also achieved 90% engagement in the second phase as well. With specific criteria and complicated quota splits, this was a particularly good one for our team to sink their teeth into!
A renowned UK charity
To explore engagement with international development charities
A two-phase Market Research Online Community
25 days (over two phases with a one-month break in between)
In this charity market research study, our client wanted to explore engagement with international development charities by conducting a two-stage market research online community.
Running for a duration of 25 days with a gap of one month between the two stages, the study involved respondents taking part in the community daily for the first 17 days, as well as a further three occasions during the second stage.
Of the 60 people taking part, 20 needed to be women over the age of 55 in a high social grade, whilst the other 40 needed to be male or female, aged 25 and over and from a mix of grades A, B and C1.
In addition, the 20 A/B social grade respondents needed to have an equal split of ‘global’ and ‘traditional’ attitudes. To make things even more complicated, the 40 A/B/C1 respondents also needed to be a combination of day-to-day parents of children of different ages, as well as empty nesters with an equal split of children that had left home within the last six years and those with children who had left home more than six years ago. Phew!
Not only did the respondents need to take part every day for the first 17 days of the study, but with a one-month break between stages and phase two lasting an additional eight days, engagement for the duration of the project was absolutely vital.
A detailed screener, a complicated recruit and ongoing participant engagement? We couldn’t wait to get our teeth into this one!
We ensured this project was a success by:
With such a tricky task ahead of us, we kicked things off by stripping the study right back so that we fully understood our client’s objective.
We made sure we truly understood their wants and needs and made sure we used our problem-solving and project management skills to offer expert advice on how to move forward. With such a complex recruit, we also wrote the screener so we could be completely sure that only the very best participants were taking part.
We searched high and low to find excellent respondents that perfectly fit the criteria. As well as highly targeted social media campaigns that specifically reached out to people based on factors such as job title, interests and any charity page likes, we also utilised our fully verified, opt-in panel of over 25,000 respondents, as well as a refer-a-friend campaign.
Additionally, we wrote the screener and helped with the overall understanding of the objective – which meant that on this project, we worked very much in a consultative capacity.
Due to the age bracket of the participants in this study, our referral campaign ended up being integral to the success of the project.
This was where our detailed brief at the beginning of the study was so useful: because we had an in-depth knowledge about the overall objective as well as a thorough understanding of the individual task requirements, we were able to really engage with the respondents and probe them daily to make sure they remained motivated from start to finish.
Our strong relationship-building skills and rapport with the participants were really important here and meant we could deliver a project with maximum engagement and no dropouts.
The results of this project definitely speak for themselves!
We were incredibly proud to hit 95% engagement for phase one of the community and 90% for phase two – a significant achievement considering the length of the community, the level of participation needed and the month-long gap between the two phases.
The success of this charity market research project was all down to the clear briefing at the beginning which allowed us to really understand the objective and what the client was hoping to achieve.
In addition, our detailed screener ensured that only the best participants were put forward – and of course, the relationships we built with the participants also played a huge part in the engagement.
Regular communication is the key to maximum participant engagement – especially if you are conducting long-term study
Ensure you have a clear understanding of your goals and objectives – the better you understand these, the greater likelihood there is of your project being a success!
Use more than one recruitment channel to find the ideal participants – including a panel, social media, refer-a-friend schemes, etc.
If you want to find out more about how Angelfish can help you achieve maximum engagement and more in your next MROC, contact us today. From providing our many years of experience expertise from start to finish – as well as your own dedicated project management team – we’ll be on hand every step of the way to make your upcoming research project a true success!