For market research to carry out surveys that are pertinent and sound, we always need to find potential participants from a broad and representative pool of qualified respondents. To ensure the results of our surveys are relevant, we need to survey people that meet certain set criteria to ensure we can compare data in an environment where a lot of factors have been isolated.
The preliminary questions we ask you serve two purposes:
- Making sure the survey is relevant to you: a lot of surveys will look at the awareness of a brand on a specific market or ask you about specialised areas of professional life. Just because your job title, or primary speciality, or the revenue of your company suggest that you would have the type of experience we are looking for, making that assumption would subject you to a lot of research surveys that are not relevant to you at all.
- Making sure that the people we speak to fall into a variety of categories, called quotas, so that we know our findings are representative of a broad range from a particular group of individuals. This could mean anything from the number of patients you see in a month to your preferences in terms of financial services provider, and more.
What this means is that you will not always meet the specific criteria (i.e. set of requirements or experience) we are looking for. Allowing you to proceed to the survey would be a poor and irrelevant experience for you. Alternatively, you may fall into a category (a quota) where we’ve spoken to all the people we are looking for. You still need to answer these questions because before you do so, there’s always a possibility that you meet all our criteria. We only find out once you’re done. We’ll always try to mitigate the risk of this happening!