Market Research Participant Recruitment Agency
Qualitative recruitment has long been organised on demographic segmentations based on age, gender, income, education levels and brand usership. The idea behind this was to be able to run focus groups which were relatively homogeneous, so the group would ‘gel’ and produce a coherent point of view.
However, our understanding of the complexities of human behaviour has moved on, so easy stereotypes aren’t good enough anymore. You might imagine the current Chess World Champion is an old man with a long beard, when in reality he’s a young man first crowned World Champion at the age of 23; not all tech-wizards are under 30; you don’t hit 30 and find yourself unable to manage your iPhone; just because you are under 30 doesn’t mean you haven’t thought about your pension; 50 is the new 40, and so on.
Not only that, but research methodologies are far more varied than they were even 20 years ago. Traditional focus groups are supplemented with online communities, accompanied shopping trips, 1-2-1 interviews, ethnographic approaches or mixed methodologies. This means that the need for homogeneity is much less important than in the past. We’ve moved from analogue to digital, isn’t it time we did the same with market research?
A multi-layered approach combining classic demographics with attitudes, behaviours and mindset is likely to result in much richer data and more specific targeting and segmentation for your product or service.
At Saros, our experienced Project Managers are there to help support and advise you in finding the right segmentation model that works for you, based on 20 years experience recruiting fresh and engaged respondents for research. We recruit for all of the above types of research week in week out. We can cope with projects both large and small thanks to our use of sophisticated technology.
To discuss a project, or for a quote, please contact:
Shelley Hodgson: shelley@sarosresearch.com
Tel: 0208 481 7167
