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Depending upon whom you talk to, Q & A is different things to different people. To some, we are recognized for our quantitative skills, including the most up-to-date applications of multivariate techniques in our analysis. For others, we may provide quality field and tab work. To our competitors who use us to process their work, we are sometimes viewed as strictly a tab house. To clients with an interest in ethnic marketing, we are known by the work of our Latino research division, Hispanic Perspectives. And, just this past week, we got a call from a client who said "It is time to do some work with my favorite qualitative supplier, Q & A."
Given the volume of quantitative work we perform, it is easy to overlook the fact that when we describe ourselves as full-service, we mean full-service. And that includes offering two state-of-the-art focus group facilities at our Novato headquarters and a team of well-qualified moderators.
A top-notch facility, though, is more than aesthetics, more than an ample supply of M&Ms (though to this latter point, it is amazing just how important snacks can be). And while catering to the needs of a client is important, a great group begins with superior recruiting. This article focuses on one element of superior recruiting - ensuring a high show rate.
Have you ever been to a focus group where less than half of those recruited showed? Were you embarrassed? Upset? Frustrated?
Q & A is proud to quote an average show rate of better than 95% across all groups, business and consumer. But how does this happen? By chance? Certainly not.
Quality recruiting, of course, begins with a sizeable and automated database of would-be participants. In addition, according to Q & A Qualitative Division heads, Erin Blue and Angi Key, the approach to recruiting makes a big difference in the show rate. "Unless otherwise trained, recruiters are tempted to sell the groups rather than to secure a commitment from the contact. You get some people who will be agreeable just to get you off the phone. You don't have to be Nostradamus to realize this is a likely no-show."
Confirmation letters, written directions and maps are sent to recruits. A phone call the day preceding the groups, and sometimes a second follow-up call, are essential to ensure the best show rate.
Unless good cause is demonstrated, no-shows are eliminated from the database, which also contributes over time to a higher show rate.
Using incentive amounts that have traditionally resulted in good show rates in the facility's geography is critical. Given the cost of the entire qualitative endeavor, including travel, is it not worth an extra $5 or $10 per participant to ensure that the group is successful?
A drawing for an extra incentive to those arriving 15 minutes early is extremely useful in encouraging respondents to arrive promptly.
When not recruiting from the facility database, the risk of a no-show increases no matter what steps are taken. We suggest combating this with an additional recruit or two up front.
There are no guarantees when it comes to recruiting but controlling what you can control certainly increases the chances of having your next group well attended.
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