This really depends on what you want to find out. If you’re looking to test a concept or product with people in your CRM, we could get you that information in 2-3 weeks. However, if you want to understand how people behave around something (say, if they really practice social distancing when they order takeout) and you want to recruit through social media then a campaign can take between 5 - 8 weeks, depending on your specific needs.
Our recruitment process is like a funnel. We aim for 100 - 200 survey participants, then narrow that down to a representative sample of 20 participants for follow-up interviews/chats. We pick 10 - 15 from this group for a deeper dive into behavioral or attitudinal insights, depending on the need of the hour. The reason for this is pretty neat, actually. Surveys give us quantitative patterns that we unpack through targeted interviews. Based on the campaign brief, we can then validate existing assumptions or discover new insights with a smaller, more targeted sub-segment that we already have a lot of context around.
There are three ways to recruit for your target audience. If you have a CRM with existing customer/client data and you have the right to share that data with third parties like Poocho, then we can leverage that list in order to recruit for a campaign you commission. We can also run social media ads to recruit from the public. Third, we can connect you to Knowledge Ridge, our expert network partner for specialized needs.
We have a number of steps to ensure quality. First, we almost never onboard participants without screening them first. This ensures they meet the criteria for our desired target audience. Second, we combine 2 - 3 data collection methods in order to validate our findings. This is called data triangulation. For example, one campaign might be a combination of competitive analysis, participant surveys and participant interviews. Another might be a stakeholder focus group, participant surveys, and participant digital diaries. We elicit trust in our process by sharing aggregated/anonymized insights with you in the form of a "hypermedia" insights deck. This way you can see for yourself what information we gathered and how that all came together.
We only share anonymized, encrypted, pseudonymized participant data with you unless a participant consents to otherwise. All personally identifying information about our clients and participants is kept in private folders that are only accessible to the Poocho research team for data analysis and client servicing purposes. We inform participants of their rights before they join a campaign and obtain their digital consents before proceeding.
We are champions of collaborative research. We work closely with you to first understand what challenge(s) you are currently facing and what you hope to achieve from such research. This process takes the form of a couple of meetings or online workshops. We then develop a comprehensive research design where we recommend the best methods and digital tools we can leverage to achieve your goals. A campaign only begins after we are all on the same page.
As we use digital methods for data collection, sharing insights in real-time is quite easy, in fact. We share a dynamically-populating insights table with you that is scrubbed of PIIs so you can watch and analyze the data as it comes in. In addition, we hold weekly client meetings for sharing and brainstorming purposes. People research is a highly collaborative process at Poocho. We believe in bite-sized insights over grand surprises.
