How to Get Creative, Articulate, Engaged Respondents
We received a call from a client who said they were looking for a "magic bullet" to help them improve the quality of their focus group respondents. "Although respondents qualify on the screener," the client commented, "in the focus groups they just don't 'quite fit.' The problem is the respondents don't meet the intangible criteria -- they're either not creative or articulate enough, or they aren't sufficiently engaged in the process." The client felt that recruiting was at the root of their disappointment.
The client's "solution"
To convey the intangible recruiting criteria to recruiters, the client took two steps: First, the client briefed recruiters with an explanation of the intangible recruiting criteria. Second, the client added more attitudinal questions to the screener. "Unfortunately for us, neither solution has worked," the client added.
Why haven't these efforts worked?
Yes, briefing recruiters helps ensure that both researchers and recruiters are clear on the screening requirements. But recruiters rely on the screener and its instructions. When criteria are intangible and cannot be clearly defined in the screener, recruiting the right respondents becomes unpredictable. Adding more attitudinal questions to the screener doesn't ensure better respondents, either. Longer screening questionnaires increase the chances of screener fatigue for both recruiters and respondents. Tired respondents become distracted, stop listening, and are more likely to incorrectly qualify. And how do recruiters objectively screen for "sufficient engagement?" Unfortunately, there's no way to guarantee that a respondent will adequately participate in a research discussion.
Miscommunication between recruiters and clients
When asked to determine which respondents will be creative and productive, recruiters should manage expectations by telling their clients that they are not the best choice to make those determinations. Instead, recruiters often they tell their clients "we'll try and do the best we can." Unfortunately for both client and recruiter, what the client hears is, "we'll find what you're looking for, no problem."
The bottom line
Can a screening questionnaire effectively convey a mental image of the ideal respondent, including how they should participate in the research? Maybe. But there's a better solution: The responsibility for determining intangible respondent qualifications is best left to the researchers themselves. Our "magic bullet" recommendation is to over-recruit, and have the moderator pre-interview the respondents. The appropriate respondents can then be chosen to participate in the research.
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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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