Stay in Touch, Save Money
Lacking timely communication with the client, recruiting respondents (and everything that goes along with it) is nearly impossible. As the client, you have the insight and understanding that field suppliers need in order to keep your project going in the right direction. When suppliers are having problems, you likely have the answers. So if you want to control your fieldwork costs, one of the things you should plan to do is to be available to suppliers on their schedules. That means returning phone calls or emails within an hour. And since many suppliers work outside of conventional 9 to 5 hours, you may need to be available during those hours, too.
Make your project the priority
Yes, researchers are being asked to do more with fewer resources. But making yourself available to field can mean the difference in getting what you want, at the price you want. Focus facilities and respondent recruiters cite stories of clients "disappearing" during a crucial step in the project, leaving suppliers feeling that they are more concerned about the project than the researcher. What's more, many of these stories end with disappointed clients who can't understand why their costs went up.
How and why costs go up
Here's how failing to stay in touch during the process -- particularly during the recruiting phase of the project -- can affect your costs:
- If recruiting should have been tweaked or stopped, you will likely pay for unnecessary work that could have been avoided.
- If a delay in communication causes the project to be suspended, getting the project going again may require additional staff and previously unscheduled work hours. Playing "catch up" costs you more.
- Delays in communication can mean that respondents may need to be re-contacted or rescheduled. Some respondents may cancel. Extra respondent "touches" and re-recruiting cost you more, too.
Suppliers may be reluctant to work with clients who they feel make projects needlessly complicated. They may be reluctant to give a price break if the project doesn't go exactly as requested. And they may add a premium to future work from clients with a history of being hard to reach. The bottom line is this: Staying in touch not only saves money, it goes a long way toward maintaining good working relationships with your suppliers, too.
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About Aaron-Abrams Field Support Services
Aaron-Abrams Field Support Services are respondent recruiting and fieldwork management specialists for qualitative market researchers. Aaron-Abrams Field Support Services delivers the right respondents for your qualitative market research with less stress, less hassle and fewer headaches. Sign up for free tips like this at www.aaronabrams.com.
© 2009 Aaron-Abrams Research Group, Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About Aaron-Abrams Field Support Services" message).
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