Thursday, September 16, 2010

Identification of Your Ideal Respondent

The first step in any research engagement is to identify your ideal respondent from whom you wish to collect insights. It is typically a good exercise to make a list of declarative statements about characteristics that your ideal respondents have or don't have. The more information you provide in the earlier stages, the better the survey will be designed, the better your panel providers can assess feasibility and costs, and the better the overall process will be from design to fieldwork.

B2C Details Include things like:

  • Respondent Gender
  • Respondent Age
  • Respondent Ethnicity
  • Respondent Geographic Location
  • Respondent Education Level
  • Respondent Income Level

B2B Details Include things like:

  • Respondent Industry Type
  • Respondent Title
  • Respondent Decision-Making Authority (over x,y,z product or service)
  • Respondent Company Size (number of employees or revenue)
  • Respondent Company Geographic Location

Examples of Declarative Criteria Statements:

  • Respondent must be 18-49 years old.
  • Respondent must be female.
  • Respondent must have a household income of $75,000 or greater.
  • Respondent must live in Texas.
  • Respondent must have a swimming pool.


(c) 2010


Anonymous said...

Nice post and this mail helped me alot in my college assignement. Gratefulness you seeking your information.

Carter Cathey said...

Happy to help. I have about 15 more articles written in this series that I will upload in the next few days.