A renowned research and insight agency on behalf of a well-known British furniture retailer.
To uncover respondent’s perceptions of specific furniture brands by conducting market research interviews, to help their client improve future in-store and online shopping experiences.
A one-on-one interview with a researcher via Zoom.
A £15 e-Gift voucher.
200 individuals who had purchased a sofa or armchair in the last 24 months.
This was a study that truly proved the importance of clear communication and an overrecruit.
When our client wanted to set about conducting market research remote interviews with 200 participants to gather insights on furniture retail for their end-client, we knew the recruit was going to be a challenge – and an exciting one!
Discover how, with open and honest communication, clear milestones, tight quota management and an expertly-coordinated overrecruit, we helped our client recruit achieve the 200 high-quality, insightful qualitative interviews they needed.
Our client was a renowned research and insight agency, dedicated to understanding how humans think, feel and behave in order to drive purposeful change. For this project, they were working on behalf of a well-known British furniture retail company.
Our client wanted to discuss respondents’ perceptions of specific furniture brands in order to help their client improve future in-store and online shopping experiences for their customers.
In order to do this, their end goal with us was to recruit 200 participants of varying quotas to complete one-to-one interviews via Zoom with a researcher.
For this study, our client wanted to recruit 200 participants for interviews who:
These participants (of which we included an overrecruit of 20 additional participants in case of drop-outs) were split into the following three segments:
SEGMENT 1: 50% (110) needed to have purchased from a specific large furniture retailer.
SEGMENT 2: 25% (55) needed to have considered buying from a specific large furniture retailer, but purchased from a mix of different competitor types and brands.
SEGMENT 3: 25% (55) needed to have NOT considered buying from a specific large furniture retailer, and have purchased from a mix of different competitor types and brands.
For this study, we were validating 50% of the overall sample, and needed to be able to select eligible candidates from the online data provided.
A large number of interviews were being held within small timeframes, and we needed to effectively manage multiple moderators’ availability.
With a large number of participants to recruit and such a short timeframe for the research, we were required recruit as the interviews were being carried out. This meant that it was imperative to keep on top of quota management!
The large number of participants also meant that we needed to remain vigilant in re-scheduling interviews if respondents cancelled, replacing drop outs as quickly as possible where needed.
With our experience in recruiting large qualitative samples in short timeframes, we knew that conducting a first wave of this project – as well as taking the time to establish a fully collaborative and open partnership with our client – was a must.
From this first wave with around 100 respondents, we confirmed that:
… and that was all before considering how we would maximise participant engagement! From this first wave, we knew that we would need a tight confirmation and reminder process to reduce drop outs, including:
On top of that, we needed to take technology into account, building in screener questions to ensure that respondents could successfully complete a Zoom interview, including whether they had:
We were delighted with the outcome of this project!
Given the number of participants required, we ensured that, with the implementation of an overrecruit, the client had their full quota; while 18 participants dropped out, our overrecruit of 20 covered this – all of whom were recruited in under 24 hours following drop-outs.
This is concrete proof of why the overrecruit is such a useful tool with these types of large-scale projects!
What’s more, our communications with the client throughout recruitment and fieldwork were clear and collaborative. The client was delighted as a result, and has subsequently achieved some fantastic data and insights from the study!
“The person doing the questioning was thoughtful, attentive and interested in my views. A good first experience.”
“Very easy to meet via Zoom, a range of questions, friendly questioner, great experience overall.”
“Extremely professional, and a great experience.”
“Extremely efficient, well organised, all went as planned. A pleasure to take part in the research on sofas.”
If you, like the client in this case study, are planning on conducting market research remote interviews with a large quota of participants and would like to experience similar results for your business, get in touch with us today!
When you enlist our help with your qualitative market research recruitment, you’ll have your own dedicated and experienced project management team who will work with you from the start to help with your project.
Whatever your target audience, our team will make it happen. We’ll provide expert advice, regular updates and complete management of the process, and we’ll be on hand throughout the duration of your project to provide expert guidance every step of the way.