Think Outside the Recruiting Box for Better Insights

Recruiting the right people is absolutely the critical success factor for qualitative research. But often there is not just one right answer to the question “who knows what we want to learn?”

Of course, they must meet your client’s project requirements if specs are included in the brief.  And it is a good idea to talk to the obvious participants:  a category user,  aware and familiar with certain brands,  recent experience with a product or brand, the list goes on and on.