When it comes to finding the right people for your next qualitative market research project, sometimes the best place to start is right under your nose: your own customer list.
More and more brands are opting for customer list recruitment, and for good reason. Whether you’re a retailer researching your loyalty scheme members or a financial brand with a specific segment or persona in mind, using your existing customer data can be a goldmine.
But here’s the catch: it’s not as easy as hitting “send all.”
There are some crucial dos and dont’s that can make or break your recruitment success (and compliance).
So if you’ve been handed a list and told to “go recruit,” here’s what you actually need to do...
1. Know What Your List Can (and Can’t) Do
We’ll be blunt: not all lists are created equal.
Before diving into recruitment, it’s worth taking the time to assess what your list can realistically deliver. In our experience, lists often have a hit rate of around 1 in 50, so if you need a sample of 20 participants, you’ll want to start with at least 1,000 viable records, complete with names, emails, and ideally phone numbers.
If your list only includes email addresses without names, or if it’s three years old and full of inactive contacts, you could be setting yourself up for a lot of hard work and low returns.
A quick self-audit can save you a lot of time (and awkward GDPR headaches) later on.
2. Co-Branding Is Your Secret Weapon
Want more replies and higher-quality engagement from your list? Then co-brand your recruitment outreach.
That means working with a reputable market research participant recruitment partner (👋 hi!) who includes your company name and logo in participant emails, landing pages, and consent forms.
Why it matters:
- It builds trust with your customers
- It provides transparency around who’s contacting them and why
- It ensures GDPR clarity, especially when we link directly to your privacy policy
Even global brands see higher conversion rates when they allow co-branding. It’s a simple way to reassure your customers and boost participation from the start.
3. Get Consent Right (Before You Hit Send)
Just because someone’s on your customer list doesn’t mean you can contact them about research.
Participants must have explicitly consented to being contacted by third parties for research purposes.
Before any outreach happens, we can help you double-check that the right consent is in place. We can flag any gaps early on and advise on the best next steps to keep things compliant and above board.
Pro tip: This is also key for MRS Code compliance. If you're unsure, check out this Recruiter Best Practice Guidance from the Market Research Society.
4. Lead With Information, Not Just Incentives
Unlike panel participants or seasoned research recruits, customers on your list might never have taken part in research before.
That means they’ll need a bit more hand-holding, and a lot more reassurance.
When contacting your list:
- Be clear about what the research is, who’s running it, and why they’ve been selected
- Link to your privacy policy and include details about how their data will be used
- Include a contact number or email from your brand so people can verify the legitimacy of the research (super important in a world full of scams!)
A strong incentive helps, but clear information builds trust. And trust gets results.
5. Use the “Rule of Three” When Contacting
Don’t bombard your list. Instead, stick to the golden rule of three:
- First touchpoint: Email (include all the essential info)
- Second attempt: Call or text if no response
- Final nudge: One last gentle follow-up
Anything beyond that risks damaging your brand perception, and can lead to unsubscribes or complaints.
At Angelfish, we tailor your contact strategy to your brand voice and your audience, and we always keep it respectful, compliant, and friendly.
6. Always, Always Over-Recruit
Customer list participants tend to meet the brief really well, but here’s the catch: they didn’t opt in to take part in market research.
That means they might be more likely to drop out or ghost you on the day.
We always recommend over-recruiting to build in a buffer. It’s a simple way to protect your project from no-shows, and it can save you from expensive delays.
You’ve Got the List. Now Let’s Make It Work.
Customer list recruitment can be one of the fastest and most effective ways to get high-quality insights if you do it right.
That means:
- Auditing your data
- Getting consent nailed down
- Co-branding and communicating clearly
- Over-recruiting to protect your study
- And most importantly… partnering with someone who knows how to do it properly
At Angelfish, we’ve helped lots of brands turn their customer lists into participant gold. Whether you want a quick gut-check or a full-scale recruitment strategy for your customer list recruitment, we’re happy to help.
Chat to our team for feasibility advice, sample planning, or just a second opinion. No strings attached.
Find out more about participant recruitment services.
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