Clients sometimes ask us how we recruit folks to participate in in-depth or follow-up interviews. I was asked recently to provide a top-line overview of what I believe is the best way to recruit people from the general public to get their opinion about a particular brand through an in-depth interview.
The Client wanted their own internal team to do the interviews. They just wanted us to find the people. This is how I answered that questions…
Hi <Client> –
We’d look at the project as something like the following:
- Develop a screener telephone survey
- Purchase a targeted consumer list
- Recruit for Interviews
- Send recruit a “welcome packet” (PDF by Email with details)
- Complete confirmation calls 24 to 48 hours before interview
- Work to fill any cancellations
- Send you an “interview profile sheet” prior to each interview
Buying a targeted list is usually $0.15 to $0.25 per number based on volume, availability, and targeting. I’d expect the following conversion
rates for planning purposes:
- 90% Active Line
- 44% Person Answers
- 25% Complete Script
- 20% Qualified (This is a total guess)
- 25% Agree to Participate
This gives us a multiplier of 0.5% or 200 numbers for each recruit. If you’re looking to complete 30 interviews I’d suggest you over-recuit by 33%
or recruit 40 people.
Qualitative, in-depth interviews are a great way to discover what you don’t know. To uncover that variety of ways a consumer perceives a brand. It’s a process of exploration that, when done right, can open a brand team’s eyes to things they never thought of before.
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