Two Nerds Talking Research with Wine #5
Sarah and I talk about respondent sources and representative samples.
Whether you’re dealing with a decision-maker in your organization or with a client, you’ll likely come across this question. Those who have been working in organizations for some time often have assumptions about their customers and prospects that are firmly entrenched. The “Why bother?” question is one you’ll need to be prepared to answer….
If you want your research to be statistically reliable — meaning that you can depend on it to accurately represent a particular audience, guide your strategic direction, etc. — you need to have a certain number of respondents. So the simple answer to this question is 400. But of course, that’s not the only…
Guess what? The research isn’t the thought leadership. It’s what you build on top of the research that demonstrates your expertise.
It’s not as easy as just offering everyone a gift card or a chance at an iPad. Incentive strategy can have a big impact on your response rate (and your legal liability)!
Sarah and I rant about making sure your agency clients are ready for research.