Objectives

This project involved qualitative research on the reputations of global political leaders. It focused on a specialized audience of policy professionals and subject matter experts, ensuring insights came from individuals with informed and authoritative perspectives on international leadership.

Participants were required to have knowledge across key subject areas, including:

•    Human rights

•    Foreign policy

•    Macroeconomics

•    Sustainable development

•    Media and international affairs

Challenges Faced

1.    Finding the Right Participants
It was challenging to identify individuals who met all the study criteria, particularly those familiar with all seven world leaders. Recognition varied by region: Mohammed bin Salman was better known in Türkiye and Nigeria, while Lula da Silva was more familiar in Latin America. Leaders such as Joe Biden had broader, global awareness.
2.    Ensuring a Balanced Mix
Achieving a balanced mix of participants across countries and professional backgrounds required ongoing adjustments. The process demanded flexibility to ensure fair representation while avoiding overlaps or over recruitment in certain segments.
3.    Engaging Psychology Professionals
Recruiting participants in psychology-related fields was challenging, as they were generally less engaged with political or geopolitical issues and less familiar with certain global leaders.

Our Approach

To address the inherent difficulties of this study, several strategic measures were implemented:
1.    Optimized Team Responsibilities
Markets were assigned according to regional alignment to ensure localized insight, operational agility, and effective recruitment delivery.
2.    Rigorous Screening Process
A thorough multi-stage screening approach was implemented to ensure that only the most relevant and qualified participants were included. This helped maintain the high quality and precision required for a specialized research audience.
3.    Adaptive Quota Management
Flexible, real-time adjustments were made throughout the recruitment process to maintain balance across segments. This adaptive approach ensured steady progress despite the complexity of interdependent participant criteria. 
4.    Multilingual Interview Capabilities: Conducting interviews in multiple native languages expanded the recruitment pool and enhanced participant engagement.
5.    Integrated Recruitment Channels: A combination of CATI (Computer-Assisted Telephone Interviewing) and digital recruitment methods, followed by one-on-one interviews, proved effective in reaching the specialized target group.