Focus groups remain a powerful qualitative research method, offering deep insights into consumer attitudes, preferences, and behaviors. However, when conducting multiple focus groups across various markets and segments, the challenge lies in synthesizing and analyzing the findings in a way that leads to actionable insights. Handling multiple data streams, diverse perspectives, and varied contexts can be complex, but you can successfully identify patterns, nuances, and strategic opportunities with the right approach. This blog will explore best practices for analyzing findings from focus groups across multiple markets and segments

1. Start with a Clear Framework for Analysis

Before analyzing the findings, establish a structured framework. Begin by defining the key research questions and objectives that guided the focus groups. These objectives will serve as the “North Star” throughout the analysis process, ensuring you remain focused on extracting insights that align with the original goals.

Next, categorize the data according to key variables: markets (e.g., regional, national, or international), segments (e.g., demographics, psychographics, behaviors), and specific themes (e.g., product preferences, pain points, motivations). This systematic categorization allows for easier comparison across different groups while avoiding information overload.

2. Standardize the Data Collection and Note-Taking

Consistency is key when analyzing findings from multiple focus groups. Ensure that moderators are using a standardized approach to data collection. This includes consistent question phrasing, discussion guides, and note-taking methods. You can more accurately compare insights across different markets and segments by maintaining uniformity.

It’s also crucial to have clear and organized notes. Whether you’re using transcripts, video recordings, or observation notes, make sure that all data is stored in a central repository that is accessible and well-organized. Having a standardized coding system for key themes and quotes will save time and reduce confusion when analyzing the data.

3. Segment the Findings to Identify Key Patterns

Once the data is categorized, start analyzing the findings within each segment and market. Look for patterns, consistencies, and contradictions. For example, do common themes appear across all segments, or do certain preferences vary drastically depending on the market? 

This will allow you to create detailed profiles for each market and segment, identifying what’s driving consumer behavior in each group. You might find that certain motivations are universal across all markets while others are unique to specific regions or demographics. By breaking down the data this way, you gain a clearer understanding of macro trends and localized nuances.

4. Synthesize Common Themes While Highlighting Regional Nuances

The next step is to combine the segmented findings and synthesize them into overarching themes. What are the common threads that tie all the focus groups together? Are there specific pain points or desires that emerge consistently across markets? These common themes can form the foundation of the strategic recommendations.

However, it’s equally important to highlight regional nuances and outliers. For instance, a product feature that resonates strongly in one market may be irrelevant or even off-putting in another. A successful analysis balances identifying broad trends and acknowledging key differences, allowing for more tailored strategies in each market.

5. Prioritize Insights Based on Strategic Impact

With a wealth of insights from multiple focus groups, it’s easy to get overwhelmed by the volume of data. To ensure the analysis remains actionable, prioritize findings based on their potential strategic impact. Which insights are most aligned with the business objectives? Which pain points or opportunities are most urgent to address? Organizing insights by their relevance and potential return on investment will guide the recommendations and help stakeholders focus on what matters most.

6. Present Insights with a Clear Narrative

Once you’ve synthesized and prioritized the findings, the final step is to present the insights in a clear, cohesive narrative. When dealing with multiple segments and markets, it’s important to structure the presentation in a way that tells a logical story. Begin with the overarching themes, then drill down into market-specific or segment-specific details. Use data visualization tools like heat maps or segmentation charts to highlight differences and commonalities.

Craft recommendations that are actionable and aligned with the business goals. Consider creating tailored strategies for each market while identifying universal actions that can be applied across all segments. This approach ensures that the insights are both comprehensive and practical.

Conclusion

Analyzing findings from multiple focus groups across diverse markets and segments requires a disciplined and strategic approach. You can turn complex qualitative data into actionable strategies by starting with a clear framework, segmenting the data effectively, and synthesizing insights while respecting regional nuances. Remember, the goal is to gather information and extract insights that can drive meaningful decisions and business growth. By following these best practices, you can successfully navigate the complexities of multi-market, multi-segment research and unlock valuable opportunities for the organization.

Interested in reading more on market research? Check out our other blogs here. 

• How to Spot Bad Survey Respondents
• The Pros & Cons of Hiring a Market Research Firm
• The Pros & Cons of Media Research

Are you interested in our market research capabilities? 

• Take a look at our research strategies here.
• Email us at [email protected].
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Embarking on market research is crucial for any organization seeking to make informed business decisions, whether launching a new product, rebranding, or exploring market expansion. However, one key element often overlooked is the value of conducting internal interviews and workshops before diving into external market research. These internal sessions can be instrumental in ensuring alignment across teams, setting clear expectations, and laying the groundwork for successful research outcomes. A structured SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis can serve as the foundation of these workshops, bringing clarity to both internal teams and external research partners.

Building a Unified Vision Through Internal Alignment

Internal interviews and workshops allow key stakeholders, including marketing, product, and leadership teams, to come together and share insights. These sessions allow everyone to voice their perspectives, concerns, and expectations, ultimately helping to align the organization’s goals. Market research efforts can easily become fragmented without this alignment, with different teams pursuing competing objectives. By gathering input from various departments early on, organizations can establish a cohesive vision that guides the research process.

Internal interviews are also an opportunity to tap into the institutional knowledge that already exists within the organization. Long-standing employees and leaders often have valuable insights into the company’s history, market positioning, and customer pain points. These insights can help refine research questions, identify knowledge gaps, and highlight potential opportunities or challenges that may not have been initially considered. Workshops that follow internal interviews can further distill these insights into actionable objectives and strategies.

The Role of a SWOT Analysis in Guiding Research Phases

SWOT analysis is one of the most effective tools for bringing focus and clarity to these internal workshops. By collaboratively identifying the organization’s strengths, weaknesses, opportunities, and threats, teams can better understand their current positioning and define strategic priorities. A well-conducted SWOT analysis provides a clear framework that aligns internal teams on what needs to be addressed, what should be emphasized, and where potential pitfalls lie.

For external research vendors, the SWOT analysis becomes an essential reference point. It offers a snapshot of the company’s internal perspective and strategic direction, enabling research partners to tailor their methodologies and recommendations accordingly. When research vendors are equipped with a deep understanding of your organization’s priorities and challenges, they can design research phases that are directly relevant and actionable. This alignment helps avoid wasted time and resources on research that doesn’t align with your goals and, instead, drives data collection and analysis that directly supports strategic decisions.

Setting the Stage for Success

By prioritizing internal interviews and workshops before starting market research, companies set the stage for a smoother and more effective research process. Internal alignment and a shared understanding of strategic goals empower both internal teams and external research vendors to work towards a common objective. The insights from a well-facilitated SWOT analysis serve as a strategic guide, ensuring the research is focused, relevant, and actionable.

Ultimately, these pre-research steps ensure that the research phases yield valuable results that can be confidently acted upon. They provide a roadmap that guides decision-making, reduces ambiguity, and fosters a unified approach to achieving the organization’s goals. So, before diving into the market research phase, take the time to look inward, align your teams, and ensure that everyone is on the same page – the success of your research may depend on it.

Interested in reading more on market research? Check out our other blogs here. 

• How to Spot Bad Survey Respondents
• The Pros & Cons of Hiring a Market Research Firm
• The Pros & Cons of Media Research

Are you interested in our market research capabilities? 

• Take a look at our research strategies here.
• Email us at [email protected].
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In the evolving world of market research, understanding consumer behavior is crucial for businesses to stay ahead. Traditional research methods often focus on System 2 thinking—deliberate, logical, and effortful thought processes. However, integrating System 1 thinking—fast, automatic, and intuitive responses—into market research can provide invaluable insights and drive more effective strategies. This blog post will explain how System 1 thinking can enhance your market research studies and lead to more impactful business decisions.

Understanding System 1 Thinking

Psychologist Daniel Kahneman introduced the concept of system one thinking in his book Thinking, Fast and Slow. It refers to quick, automatic, and often subconscious cognitive processes that shape our way of thinking. System 1 thinking operates effortlessly and is driven by intuition and immediate impressions. This contrasts with System 2 thinking, which is slower, more deliberate, and requires conscious effort.

In market research, incorporating System 1 thinking involves tapping into these intuitive, automatic responses to better understand consumer behavior. System 1 thinking can transform your market research approach:

Uncovering True Consumer Preferences

Traditional surveys and focus groups often rely on System 2 thinking, asking respondents to consciously analyze and articulate their preferences. While this approach provides valuable data, it might not always reflect true consumer behavior, often influenced by unconscious factors.

By incorporating System 1 thinking techniques, such as implicit association tests or eye-tracking studies, you can gain deeper insights into the automatic preferences and biases that drive consumer decisions. For instance, eye-tracking can reveal which product features attract immediate attention, helping you understand what captures consumer interest.

Enhancing Emotional Engagement

System 1 thinking is closely tied to emotions and gut reactions. Understanding how consumers emotionally connect with your brand or product can be more revealing than rational evaluations. Emotional responses are often more influential in decision-making than logical assessments.

Incorporate techniques like facial coding or emotion analytics into your research to capture these emotional responses. By analyzing how consumers react on a visceral level, you can tailor your marketing strategies to resonate more deeply with your target audience.

Improving Brand Perception

Brand perception is significantly influenced by System 1 thinking. Consumers often form snap judgments about a brand based on visual impressions, logo design, or brand messaging. These quick, automatic evaluations can have a lasting impact on brand perception.

Conducting experiments with different brand elements and measuring immediate, intuitive reactions can provide insights into how your brand is perceived at first glance. This approach helps refine branding strategies to align with your target audience’s spontaneous, instinctive reactions.

Designing Effective Marketing Campaigns

Marketing campaigns that appeal to System 1 thinking can be highly effective. Consumers are more likely to respond to messages that resonate with their immediate emotional and intuitive responses rather than those requiring deep cognitive processing.

Consider incorporating elements that trigger automatic, positive associations when designing marketing campaigns. Use vivid imagery, strong emotional appeals, and simple, memorable messages to engage consumers at a System 1 level. This approach can enhance the effectiveness of your campaigns and drive higher engagement rates.

Streamlining Product Development

System 1 thinking can also inform product development by revealing how consumers instinctively interact with new products or features. Conducting rapid prototyping sessions or employing “A/B” testing methods can provide insights into which product designs or features resonate more intuitively with users.

Understanding the automatic reactions to different product variants allows for more informed decisions about which features to prioritize, ensuring that your final product aligns with consumer preferences.

Conclusion

Incorporating System 1 thinking into market research studies offers a powerful complement to traditional methods. By understanding and leveraging consumers’ automatic, intuitive responses, businesses can gain deeper insights into true preferences, emotional engagement, and brand perception. This approach enhances the accuracy of market research and informs more effective marketing strategies and product developments.

As the market research landscape continues to evolve, embracing System 1 thinking can provide a competitive edge and drive more meaningful connections with consumers. 

Start exploring these techniques today to unlock new opportunities and refine your approach to understanding the ever-complex world of consumer behavior.

Interested in reading more on market research? Check out our other blogs here. 

• How to Spot Bad Survey Respondents
• The Pros & Cons of Hiring a Market Research Firm
• The Pros & Cons of Media Research

Are you interested in our market research capabilities? 

• Take a look at our research strategies here.
• Email us at [email protected].
• Sign up for our newsletters here. 

Tracking brand equity and ad campaigns is crucial for making informed decisions. Clients often ask us the appropriate cadence for fielding surveys and collecting data.

Criteria for Research Cadence

Cadence refers to the frequency or timing of data collection. Many factors determine the appropriate cadence for your research. Looking at sales data, media plans, seasonality information, the target audience, and budgets is crucial before selecting the right frequency for tracking your brand.

• Sales data helps researchers understand the size of your brand and whether your company is currently making sales projections. It also shows whether any seasonal factors must be considered when launching the study.
• Media plans are important, especially for ad tracking. They help determine the frequency of ad spending and tell if a new campaign or ad idea is being launched. Typically studies are conducted pre/post these campaigns to determine the effectiveness of the ads.
• Budgets are crucial as well. It is better to track less and create a research plan that works with your needs than to monitor for the sake of tracking. When budgets are tight, brands may still track with high frequency, but surveys are not customized to their needs. This often results in data that marketing teams cannot incorporate into their advertising or branding initiatives. It is often better to field the survey less often but have more robust data and findings. You’ll often find more variance and actionable insights.
• Another factor that determines cadence is the target audience. If the survey is for the general population or something close to that, it can be tracked in real time. If the audience has a low incidence rate (e.g., industry professionals, ultra-high net worth), tracking continuously may be more difficult as the sample pool may be too small.

A Few Options for Research Cadence

Real-Time Monitoring

Real-time monitoring involves continuous data collection and analysis, providing immediate insights into brand or ad performance. This method is ideal for fast-paced campaigns or situations requiring rapid response and adjustments. It enables marketers to detect trends, promptly identify issues, and optimize real-time campaigns. This type of survey analysis is recommended for brands with extremely large continuous ad spend.

Quarterly Analysis:

The quarterly analysis also has a high cadence for tracking ad or brand results. It provides the ability to track performance overview, identify long-term patterns, and support strategic planning and budget allocation. Brands’ media spending should be sufficient enough to warrant investment in a quarterly tracking program. Once the program is in place, it is essential to determine if there are large enough quarterly differences to warrant this cadence. If changes are extreme or extremely differentiating, there may be an option to track more often.

Annual Tracking

A brand that invests in significant ad and media spending should track its brand and ad performance at least annually. This helps determine whether the brand’s communication is working. It also shows what areas need improvement.

Have further questions about tracking cadence? Feel free to reach out to Provoke Insights.

Everyone loves the idea, but often decision-makers are hesitant to invest in market research early on. Why is market research needed? Picture your new business as a seesaw, delicately balanced on innovation, determination, and strategic decision-making. While securing funding marks a significant milestone in a startup’s journey, it’s merely the initial stride toward sustainable growth and long-term viability. Here, market research emerges as the linchpin, furnishing companies with a savvy roadmap to follow. Indeed, it can serve as the differentiator between success and failure.

1. Understanding the Landscape

Market research guides startups through the ever-evolving landscape of consumer preferences, market trends, and competitor strategies. It offers invaluable insights into the target audience’s needs, pain points, and purchasing behavior. For funded startups, comprehending these intricacies is crucial to marketing products or services to their target audience.

2. Validating Assumptions

Startups may fall prey to assumptions about their target market or the problem they want to solve. Market research acts as a reality check, enabling startups to validate their assumptions or be prompted to take their marketing plan in a different direction. By gathering data-driven evidence, funded startups can minimize the risks of launching products or services that fail to meet market demands, costing them serious money and time.

3. Identifying Opportunities and Threats

Funded startups operate in highly competitive environments, and there is always a rush to be first to market. Larger companies may want to find ways to duplicate your innovations. Market research empowers startups to identify emerging opportunities before they become mainstream trends, giving them a competitive edge. Similarly, it enables startups to anticipate potential threats posed by competitors or market shifts, allowing them to adapt their strategies proactively.

4. Understanding Customer Insights

Market research gives startups a deeper understanding of their target audience, enabling them to tailor their offerings to meet customers’ evolving needs and preferences. Funded startups can cultivate relationships with their prospects by soliciting feedback, analyzing consumer behavior, and tracking market trends.

5. Informing Strategic Decision-Making

In the fast-paced world of startups, decisions must be made swiftly and decisively. However, without reliable data and insights, these decisions may be misguided or based on gut feelings rather than facts. Market research equips startups with the information they need to make informed strategic decisions, whether entering new markets, expanding product lines, or pivoting their business model.

6. ROI on Investments

Funding is not infinite, and the investment dollars can dry up. That’s why every dollar invested needs to maximize returns. Market research helps funded startups allocate their resources more effectively by directing investments toward initiatives with the highest potential for success. The resources that are directed towards research will receive a higher return on investment then if they carried out marketing initiatives blindly.

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Final Thoughts…

So, to those who are still hesitant to invest in market research early on, remember this: in the realm of startups, where risks loom large and resources are scarce, market research isn’t a luxury—it’s a necessity. It’s the lifeline that transforms lofty aspirations into tangible realities and ensures that every dollar invested yields maximum returns.

In the age of digital advancement, survey research has become an integral tool for gathering valuable insights across various fields, from market analysis to academic studies. It is a critical way to gain first-person feedback and attitudes on products, services, issues, and current events.

However, with the proliferation of bots and automated scripts, the integrity of survey data is increasingly at risk. Bots can distort results, skew demographics, and undermine the reliability of research findings. As a result, market research vendors and suppliers have implemented several strategies to combat bots in survey research, ensuring the authenticity and accuracy of collected data.

Implement CAPTCHA or reCAPTCHA:

One of the most effective ways to deter bots is by integrating CAPTCHA (Completely Automated Public Turing test to tell Computers and Humans Apart) or its advanced version, reCAPTCHA, into survey platforms. These mechanisms require users to complete tasks that are easy for humans but difficult for bots, such as identifying distorted text, selecting images, or solving puzzles. By adding this extra layer of verification, researchers can significantly reduce bot interference in survey responses.

Utilize IP Address Tracking:

Tracking IP addresses can help identify and block suspicious activities associated with bots. Since each device connected to the internet has a unique IP address, monitoring and analyzing this data can reveal patterns indicative of bot activity, such as multiple submissions from the same IP within a short time frame. Implementing IP address tracking tools in surveys allows researchers to flag and exclude responses likely generated by bots.

Employ Time-Based Response Limits:

Setting time-based response limits can help prevent bots from inundating surveys with rapid submissions. A survey submitted too quickly or much longer than expected can be flagged as a suspicious respondent. Additionally, scheduling surveys available only during certain hours or days can further discourage bot participation. For example, humans are less likely to be taking a survey at 2 AM unless they have a case of severe insomnia.

Utilize Honeypot Questions:

Honeypot questions, also called “Red Herrings,” serve as decoys designed to trap bots while remaining inconspicuous to human participants. These questions are placed within surveys and are typically hidden from view or embedded within irrelevant sections. Bots, lacking contextual understanding, are more likely to fall into these traps by providing nonsensical or inconsistent responses. Researchers can then flag and filter out submissions associated with honeypot questions, preserving the integrity of the dataset.

Monitor Survey Traffic in Real-Time:

Continuous real-time survey traffic monitoring enables researchers to promptly detect and respond to both intrusions as they occur. Proactive monitoring ensures that bots are swiftly identified and neutralized before they can compromise the validity of survey data.1

Bots will continue to pose a challenge to survey research, and they will get smarter over time. Market research companies will continue to study ways to combat the bot issue in this research. By implementing a combination of CAPTCHA, IP address tracking, time-based response limits, honeypot questions, and real-time monitoring, researchers can fortify their surveys against bot interference and uphold the credibility of their findings. By adopting these proactive measures, survey researchers can confidently navigate the battlefield of bot intrusion, ensuring the integrity and reliability of their research outcomes.

When it comes to navigating the world of research, you may feel at times you are at a fork in the road. You’ve got the quantitative route which is all about numbers, and then there’s the qualitative pathway, where stories and opinions take center stage. Not to mention, each of these paths comes with their own little side roads that can lead you to some seriously intriguing discoveries.

Now, if you find yourself strolling down the qualitative path, you’ll have to make a decision on which route to explore: in-depth interviews (IDIs) or focus groups. It’s not a one-size-fits-all kind of choice. Fear not, though; that’s why we’re here, armed with this blog to steer you in the right direction.

In Depth Interviews

IDIs are like those heart-to-heart chats you have with your closest friend, but in the world of research. You’ll be having one-on-one conversations with industry experts, potential clients, and seasoned customers. These discussions can happen face-to-face, virtually, or even over the phone, and they usually run anywhere from half an hour to two hours. As the moderator, your role will be to guide participants through a structured conversation, delving deeper into various topics by asking follow-up questions or seeking those “a-ha” moments.

In-depth interviews are your secret weapon for when you need to dig up genuine perspectives and opinions about your product or brand. It’s also ideal for topics that are sensitive or more personal in nature, allowing for a more private and intimate environment for participants to share their true feelings.

Their set-up flexibility is also a plus making them a go-to choice for busy professionals with complicated schedules. However, this can often drag out the research timeline as you will have to conduct several IDIs to get multiple view points, as opposed to less than a handful of focus groups with multiple participants at once.

Focus Groups

So let’s shift our focus to focus groups, where the emphasis is on group dynamics and collaborative brainstorming.

Picture it, whether in person or virtually, as if you were moderating a roundtable discussion. This setup is a perfect platform for creative exchange. The participants, carefully selected for their relevance (industry experts, product enthusiasts, and more), bring their diverse experiences to the discussion, sometimes introducing unique perspectives to enhance the conversation. In order to create the most optimal focus group, consider the Goldilocks principle. You will need 4-7 engaged participants, and to gather a comprehensive range of insights, you might even consider convening 2-4 of these groups.

For in-person sessions, finding the appropriate setting is essential for a productive gathering. However, if your local talent pool is limited, don’t worry! Online focus groups step in to bridge the gap, leveraging a nationwide network of potential participants who can contribute from the comfort of their homes or bustling workplaces.

Focus groups serve as a fusion of think-tank and brainstorming session, ideally suited for scenarios demanding collaborative innovation. They excel in refining ad campaigns, testing messaging strategies, and gaining valuable insights into product packaging and concepts. Without a shadow of a doubt, focus groups are like a researcher’s trusty compass, helping them navigate the terrain of products and brands to uncover a general sense of direction.

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Celebrities dominate popular culture and often have a strong influence over what’s what in the entertainment space. Experts in the field of marketing and branding have long since experimented with ranking celebrities. Sure all of their status, power, and fortune are good indicators that they are generally liked in the public’s eye, but the nuances of how they truly rank against their peers (and competition) could be hair-splittingly close. There are multiple ways to assess the public awareness and likeability of a celebrity or public figure. One of the most effective ways to measure celebrity ratings is through a Q-score. The history of a q-score holds significant importance for understanding the impact of celebrities on public perception, media, marketing, and popular culture.

What is a Q-Score?

A Q-Score is a tool that is commonly used in measuring the public percept of a celebrity or public figure. This is done by calculating the measured familiarity and the appeal of the celebrity. A Q-Score can also be useful for characters, brands and more. Q-scores provide a quantitative measurement of a celebrity’s popularity and appeal. This helps move beyond subjective opinions and provides a standardized way to assess a celebrity’s public standing.

While a Q-Score can be incredibly useful for a celebrity’s team, agents, managers or PR relationships in order to make decisions about their client’s public eye. A q-score assessment is also a surprise secret weapon that marketers and researchers can use to propel their brand.

These scores also often aid marketers and advertisers to identify celebrities that have a resonance with their audience. They gauge familiarity and appeal in order to make decisions about which celebrities to invite to events, to promote their products or use them in a campaign to increase the likelihood of positive consumer response. Researchers can use Q-scores to compare the popularity of different celebrities, characters, or brands. This data-driven approach can provide insights into the factors that contribute to their appeal and help identify emerging trends.

However, some experts are questioning whether the Q-Score is out of style. Twenty years ago, the Q-score was used as a holy grail at evaluating where a celebrity stood with both familiarity and likability. This has completely changed with the introduction of the internet and the change of celebrity culture. There are a few reasons why that can be broken down with some simple formulas;

The Niche Celeb

Awareness + Likability
The internet has made it possible for anyone to post content that has the ability to access a large group of people. Large social media platforms such as Youtube and more recently Tiktok, have given people a chance to grow a devoted fan base without the household name status. These people might not be known by everyone (low awareness) but the people who are aware of them are incredibly supportive of these celebrities (likeability). Sometimes, some of these niche celebrities (such as Addison Rae) lose their These niche celebs also have the power to transition into household name status, but in turn this might lose them the likability that their small but loving fan base provided.

Power of Polarization

+Awareness – Likeability
This category is for public figures and celebrities that might be extremely well known, but they have notoriety or a polarizing reputation. The Kardashians for example, are some of the most followed people on Instagram in the world, but their Q-Score is lower for their familiarity because their reputation is polarizing. Celebrities need to make sure that their familiarity is growing, but their reputation is also appealing to a large group of people.

In essence, celebrity research, including Q-scores, offers insights that can guide decision-making in marketing, media coverage, entertainment production, and more. It allows stakeholders to make informed choices based on quantifiable data about a celebrity’s appeal and familiarity, contributing to ore effective strategies and outcomes in various industries. However, there is no doubt that the inherent unpredictability of public opinion and the ever-changing nature of trends can cause these numbers to fluctuate as time goes on. A celebrity’s reputation can quickly shift because of one event, a change in how people feel, or new competitors in the media. So, while celebrity research helps decision-makers, it’s important to also understand the bigger picture and be ready to change plans.

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After hours developing your research plan, writing your questions, and programming your survey, it is time to launch your survey. Before launching the study, it is essential to have a precise sample plan. This is a key step when fielding quantitative research. Proper sampling is important for making sure your research captures an accurate audience that your research is meant to represent. Here is a quick lesson on sampling, its importance, and how to properly plan your sample.

What is Sample? 

You have an audience you want to reach that is unique to your objectives. It may be the US population, students, buyers of gum, or even physicians. Regardless of who your audience is, it is not efficient to survey the whole population due to several factors, including price and logistics.  

That is where sampling comes in; it allows you to project the outcomes of a whole population based on a small subset. The larger the sample size, the smaller variance in error to match the population accurately. At a certain point, the variance becomes so small that increasing your sample size is no longer beneficial. 

You will need to take the following attributes into account to help determine the sample size: 

• Size of your overall population
• The margin of error (ideally, you want it to be less than 4%)
  • The degree of uncertainty 
• Confidence level (typically, you base it on a 95% confidence level), 
  • The percentage of certainty that the confidence interval would contain the true population parameter when you draw a random sample.

When considering a sample size, you must understand whether you are sub-segmenting the audience or conducting advanced analytics. Both tactics may require more sample.

Representative Sample 

If your sample is supposed to match a particular audience in characteristics, then it is essential to make sure it is representative. This means proportionally matching characteristics such as demographic, purchase habits or behavioral attributes. For example, if your target population skews slightly more female, so should your sample.

Making your sample representative is important because it helps ensure that your data truly reflects your wider target audience. People from various backgrounds and demographics will have vastly different opinions. Therefore, making sure your sample includes the proper proportion of each of these individual differences helps keep your data accurate.

How Do You Ensure Your Sample is Representative? 

Proper representation is important, but how do you achieve it? There are a few ways to collect a representative sample, each with advantages and barriers. Choosing one of these methodologies can help prevent sampling error.

Stratified sampling

Stratified sampling involves specifying the needed cohorts within your sample and setting quotas for each. While specifically fielding for specific quotas, randomly selecting participants within these groups ensures unbiased data while still matching the sample to the population. The methodology provides high accuracy, but fielding the remaining open slots can become difficult and time-consuming as quotas fill.

Weighting

Weighting achieves sample representation after survey fielding has already closed. The methodology involves adjusting the power of each respondent to make the influence of each sub-group representative of that population, even if the physical number of people in the sample is slightly off. 

Here is an example. Let’s say you have too few responses in your sample from people under 30 years old and too many people above 50. Weighting can make the answers from the younger group “worth more” than the answers from the older cohort. This evens the playing field when looking at the data.

Weighting can be an incredibly useful tool, allowing you to match the population even after responses have been collected. However, it is important to use the methodology sparingly, as over-weighting could provide too much power to an individual respondent, degrading the quality of your results. 

Combining stratified sampling with weighting

Using both methodologies to achieve proper representation can minimize the difficulties or challenges of using only one. Beginning with a stratified sample allows you to fill your survey with as much physical representation as possible. But when quotas start to fill up, and targeting becomes too narrow, minimal weighting allows you to stay on schedule by opening up to more general responses and making adjustments to correct the representation later on.

A One More Tip Before You Go…Use Databases

Often it can be difficult to pinpoint the demographic breaks for your sample. In these cases, there are several resources that you can turn to. The largest of these databases is the US Census. The Census collects countless data about the US population, from demographics to employment to homeownership. It is also free! 

Using the census and other databases to proportionally plan your sample will help ensure your research adequately reflects the larger population. Other databases, such as MRI, can provide attributes in regards to behavioral characteristics. However, many of the courses have a price tag. 

Conclusion

A well-planned sample will elevate your research and provide assurance that your analysis will be on-point, accurate, and statistically sound. If you don’t take the time to plan out your sample, you run the risk of degrading the quality of your data. It is crucial to take the time to gather the sample that fits your needs in order to set your analysis up for success.

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Survey Intercepts! The methodology was popular before the growth of online research since all research was conducted offline or via telephone. However, survey intercepts are still useful and relevant today. This methodology involves stopping people on the street or in other public environments to interview them in person.

The method ensures high-quality responses and catches participants when memories are fresh. However, intercepts require intense planning and could incur high costs. Here are some pros and cons to help your company decide if this methodology suits your research needs.

The Pros of Survey Intercepts

Ensure that you are speaking to the right consumers

Ensuring the right people take your survey is essential to receiving quality results. What better way to meet your audience than on their turf?

Online surveys are a quick and convenient way to gather many responses. Still, several hours and quality checks must go into tailoring the survey to ensure only the proper respondents qualify for the study.

In-person survey intercepts can reduce errors by interviewing consumers at a time and place where you can be sure that they qualify. Whether your goal is to evaluate a restaurant experience or review a purchasing occasion, questioning the source in real-time will ensure you speak to the proper people for your study.

This methodology is excellent when you have niche locations where you want to find specific consumers. For example, a regional supermarket chain or a department store that wants to understand who is shopping at their establishment may use survey intercepts since being on-location will confirm that you are speaking to the correct shoppers.

Catch consumers at essential moments

The perks of survey intercepts extend beyond just ensuring you speak to the right audience. The methodology allows you to speak to them when their memories on the topic are fresh.

Distributing a questionnaire weeks or months after an experience or purchase, may change a visitor’s perception of the actual event. Intercepting visitors immediately after exiting an experience or an establishment will garner fresh thoughts that are not clouded by life events and responsibilities that have occurred in between.

Gather top-quality results without intense cleaning

Accurate surveys require reducing errors as much as possible. Unfortunately, the internet is not perfect, and errors occur. While some respondents will click through a survey without reading questions, others may not even be human! Online surveys must undergo an intense cleaning process to eliminate these participants. Results must be combed through for gibberish open-ends and straight-lined grids to eliminate lazy survey takers and bots.

When you survey a respondent in real-time, you can assess their engagement and ensure they answer the questions seriously and thoughtfully.

The Cons of Survey Intercepts

It is more difficult to gather a larger sample

Online studies through a panel or sample provider allow you to gather a large respondent pool, which gives more options for dissecting the data. More participants will allow you to break down respondents into more intricate sub-groups to see the differences between these segments. When your sample pool is more limited in numbers, some breaks may have too few responses to garner more than directional insights.

When you field a survey on-location, gathering enough participants to create substantial breaks can be a challenge, especially if you are in a low-traffic area. You become bound by the number of people visiting the location during the fielding period. Furthermore, only some people who show up will agree to participate. Online fielding may be a better option if your goal involves viewing the data through a lens of several subgroups.

A detailed plan of action is necessary

Fielding an online survey is simple. Pick your fielding panel, choose your target, and go! Survey intercepts?…not so much.

Many more steps of planning must go into the process.

• First and foremost, you need people to conduct the intercepts.
• You will also need a means of conducting the survey, such as tablets or computers.
• If the survey is being built using an online tool, you’d better ensure the fielding location has stable internet.
• Does the business have more than one location? If so, you need to properly field across multiple locations to ensure that there are no biases by focusing too much on one location.

You will also need to ensure you research any rules about the fielding location that can affect your project.

• Are certain areas of the location off-limits?
• Do you need a permit to conduct the research?
• What are the times that the location is open?

If you decide to field your survey using this method, ensure all of these logistics are considered to avoid delays or, worse, have to cancel your study.

The cost can be high for a low number of responses

Fielding a survey online can be very cost-efficient. Depending on your target audience, you can complete a large study for as little as a few dollars per response. This is because people generally take online surveys when they have some downtime and have less on their minds.

When intercepting someone on the street to take a survey, they are likely on their way to another destination. They could be traveling to a meeting or event, or trying to catch a train. This unplanned participation makes the time you have with the participant more valuable, so incentives need to be more significant. Other costs include:

• paying surveyors/interviewer
• buying equipment
• securing permits
• paying for the researchers’ travel expenses

When added together, questioning a hundred people in person could cost the same, or more, as a thousand qualified respondents online!

How do you know if survey intercepts are right for you?

Choosing a methodology for research can take some careful thought and planning. Survey intercepts are integral in answering the questions you need in real-time from people you are certain just interacted with your brand. Their experience is fresh and their perceptions are top of mind, which can give a solid and accurate snapshot of their path to purchase. However, before green-lighting an intercept survey, here are some things all market researchers will need to consider :

• Does this fit our budget?
• Do we have the bandwidth and man hours to pull this off?
• Is a smaller respondent pool enough to answer our objectives?

If you can check these boxes, a survey intercept could be the right methodology to gather the actionable insight you’ve been needing for your brand.

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