Move over Millennials, there’s a new generation in town! Generation Z refers to those born between 1995 and 2015. They are the generation coming of age now - in fact, by next year, Gen Z will account for 2.56 billion of the global population. Barely out from under their parent's roofs, there isn’t a lot of research surrounding this generation yet - but that’s all changing, and fast. As their spending power continues to rise, it’s vital to conduct Generation Z market research in order to understand their habits, behaviours, and what makes them tick. But how do we engage with them? Read on to find out…

AI is something of a buzzword right now - especially when it comes to how it can transform the customer experience. It’s thought that 85% of customer relationships will take place without human interaction by next year, and Servion has even predicted that AI will power 95% of all customer interactions by 2025. Not only that, but artificial intelligence such as chatbots are set to be responsible for cost savings of over $8 billion per year by 2022, up from $20 million in 2017. It’s easy to see why AI is such a hot topic in the retail sector!

 These days, the world is smaller and more interconnected than ever before. However, when it comes to conducting international research, there are still a lot of differences between countries. In fact, as the world continues to change, these differences can actually become magnified - which has a big impact on cross-cultural market research. From laws and privacy regulations to cultural differences, language barriers, respondent engagement and even time zones, there’s an awful lot to think about.

So you've conducted your feasibility assessment, briefed your agency, and started recruiting participants for your research study. You’re good and ready to go, right? Well, there’s actually one more important step that unfortunately gets missed out all too often. Before you go any further, you need to qualify your participants to make sure they truly are the right people for your research.

Understanding the process of finding participants

A good qualitative market research study is all about the people. Whatever type of market research project you are conducting, if you want to uncover in-depth insights, first you need to find high quality, engaged participants who fit your exact specifications. From feasibility assessments to recruitment techniques and validation to over-recruits, there’s a lot to think about when it comes to finding the perfect participants for your market research - but don’t worry! This blog will explain the process and outline the different market research techniques available. Read on to find out more…

The secret to successful qualitative market research is all in the people. Basically, without the right people you won’t get the insights you need - and finding the right respondents all starts with recruitment. Thanks to your thorough feasibility assessment, you’ll have a clear idea of the type of participants you want and need to recruit - and once you’ve finalised this criteria, you can start choosing which recruitment techniques are right for your research. Here’s how to make sure your respondent recruitment is right every time:

Respondent fatigue is a very real, and a growing problem in the market research world. In fact, 39% of researchers actually expect sample qualities to worsen over the next three years. Why? Well there’s a number of reasons, from changing consumer attitudes and behaviours to overburdened participants who are tired of receiving yet another request to take part in market research.

Whatever the reasons behind respondent fatigue, the fact is that it’s having a significant impact on the quality of market research - but new technology in market research is helping to tackle the problem. From social media to video and online communities to mobile ethnography, technology is launching a two-pronged attack on respondent fatigue by helping researchers access a new pool of high-quality respondents who are excited, engaged and eager to take part. Read on to find out how…

Once you’ve established the feasibility of your project and decided on a sample size, it’s time to start finding market research participants. Have you ever asked a market research agency to help you with a project but been disappointed with the quality of the participants they found? Perhaps they weren’t quite what you asked for, or maybe they didn’t fill the necessary criteria? Don’t worry, it’s really easy to make sure it doesn't happen again. In fact, it’s all down to communicating and collaborating with your agency right from the beginning to ensure you are on the same page throughout the entire recruitment process.

In an age where cost effectiveness is so important, it’s vital that you know how to justify your market research spend to your boss so they approve your market research budget. In order to do that, you need to know exactly where your budget is going and what the fieldwork costs are being spent on, as well as how to get the most for your money. And that’s exactly why we’ve put together this blog: so you can understand what is included in your fieldwork costs and make sure you get the most bang for your buck. Read on to find out where your money really goes, so you can be sure that you make the most of your market research budget, every time.

Before starting any type of market research recruitment, you should always carry out a thorough feasibility test so you can get a clear idea of just how achievable your research is. Done right, assessing project feasibility will give you the solid foundations on which to build a successful qualitative market research project so you can unlock the insights you need to make informed decisions.