Getting Your Fieldwork Completed As Planned: Step One
Getting your qualitative fieldwork completed properly, on time and on budget is a balancing act between what you want, and what suppliers can realistically deliver under the circumstances. Unfortunately the self-improvement mantra, "what the mind can conceive, it can achieve" doesn't always hold true in market research. Just because you want it -- or just because a research supplier tells you that it is possible -- doesn't mean that it can be done.
When fieldwork goes off target
When fieldwork goes wrong, conception or execution is the likely cause. In the conception phase of fieldwork it can be tempting for researchers to want to know everything and impose hordes of requirements, restrictions and limitations. The result can be a qualitative research project of such low incidence that suppliers have little chance of succeeding.
Rather than "courting" their ideas, many researchers become emotionally attached to their ideas. Instead of proceeding cautiously, they charge forward without seeking or heeding advice from suppliers tasked with executing the research. The result is often mistakes, delays, cost overruns, frustration and disappointment.
Fieldwork that works
So how do you know if your expectations are realistic? How do you know if your project has a high likelihood of success? Good questions. Start by seeking advice from suppliers in all of the markets where you will be conducting research. Different markets (and suppliers within each market) have different attitudes, experiences, wants and needs. Each market has different demographics and respondent behavior. When you approach multiple suppliers with your research challenge, a good sign is a consensus of opinion across all or most of the suppliers. A disagreement among suppliers is a red flag that your objectives may be unrealistic.
But research suppliers don't always have the experience and insight to know if what you're trying to accomplish is realistic. Some suppliers are reluctant to caution clients about dangerous courses of action -- either for fear of losing the project or for fear of being labeled negative or hard to work with. Ultimately it is you that must make the decision as to how to proceed. So use supplier feedback together with your experiences and common sense to guide you.
The bottom line
Having realistic expectations before your qualitative market research project goes into field is the first step to getting your fieldwork completed as planned. But that isn't the only benefit. Realistic expectations help you save money, 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 quality respondents with less stress, less hassle and fewer headaches. Learn more at www.aaronabrams.com
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