The unrecruitables
Unrecruitables can be CEOs, physicians, attorneys, and wealth holders. Their schedules are hectic, and they don’t have time to waste. But, if you know exactly what information you want from them, you can be successful in recruiting the unrecruitables.
Unrecruitables need to feel they are making some type of contribution; they need to understand that their participation is beneficial to them or their industry. So, how do you make initial contact with the unrecruitables? First of all, you need a good list. Non-specific databases or purchased lists can be very expensive and non-productive. The most cost-effective and reliable source of information is your own database. Once you have compiled a good list, letters, overnight courier service, telephone, and fax can all be feasible methods of contact.
You also need to provide an incentive for participation. Monetary incentives usually start at $125 and may go higher, depending upon how generous resources are. Money talks at all levels, but if the project is not perceived to have a benefit to the respondents, no amount will pique their interest.
With the right team in place, unrecruitables will participate in depth telephone interviews and focus groups, even online focus groups. For example, SRA regularly conducts depth telephone interviews and focus groups among physicians. This research provides valuable input to our clients regarding issues such as:
• Name recognition
• Image and awareness
• Perception of area facilities
• Satisfaction and value associated with client-designed tools
• Referral patterns
SRA also regularly conducts depth telephone interviews among prospects and owners of high-end residential communities. This research is able to:
• Build a brand position
• Develop a hypotheses about the attitudes, needs, and benefits associated with the client’s property
• Gauge owners’ and prospects’ perceptions of new public offerings in the immediate vicinity of a community
• Gain an understanding of the factors that drive the purchase of a home within a private, high-end residential community
Depth interviews among board members or key stakeholders is another example of research conducted among unrecruitables. This research provides in-depth perceptions of critical issues, problems, and possible solutions regarding subjects such as:
• Information that is unique from their perspective
• Perceived gaps most critical for resolution
• Recommendations for addressing these most critical issues. ‡
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