Increasingly qualitative research participant recruiters are being presented with locked bespoke quantitative segmentation tools, and no explanation of what defines the sample qualitatively. This is fraught with problems and does not lead to good recruitment. Similarly, recruiting on statistical demographic models: it’s too easy to recruit atypical outliers – when very small samples are required – if the focus is on the quantitative model rather than the desired demographics, attitudes and behaviours. To do a great job, qualitative recruiters need qualitative input and briefing – we’ll explain why, and provide explicit action points for planning and procuring better participant recruitment in future.

1. Fallacies of Large and Small Numbers: Why Qual into Quant Won’t Go
Maya Middlemiss, Saros Research Ltd
Festival of
#NewMR 2017
Fallacies of Large and Small
Numbers: Why Qual into Quant
Won’t Go
Maya Middlemiss
Saros Research Ltd

2. Fallacies of Large and Small Numbers: Why Qual into Quant Won’t Go
Maya Middlemiss, Saros Research Ltd
Festival of
#NewMR 2017
Qualita?ve and Quan?ta?ve
Depth vs breadth:
Different disciplines
require different
tools and skillsets

3. Fallacies of Large and Small Numbers: Why Qual into Quant Won’t Go
Maya Middlemiss, Saros Research Ltd
Festival of
#NewMR 2017
Qualita?ve specifica?on
Demographics and
definiFons: age, sex,
lifestage, occupaFon,
Income, socioeconomic
status
• Behaviours and acFviFes – as a consumer,
ciFzen, etc
• AMtudes and beliefs – moFvaFons, concerns,
preferences
• Pen portrait – day in a life – qualitaFve
descripFon

4. Fallacies of Large and Small Numbers: Why Qual into Quant Won’t Go
Maya Middlemiss, Saros Research Ltd
Festival of
#NewMR 2017
Recruitment by algorithm…

5. Fallacies of Large and Small Numbers: Why Qual into Quant Won’t Go
Maya Middlemiss, Saros Research Ltd
Festival of
#NewMR 2017
A robust quanFtaFve tool for large numbers...

6. Fallacies of Large and Small Numbers: Why Qual into Quant Won’t Go
Maya Middlemiss, Saros Research Ltd
Festival of
#NewMR 2017
QualitaFve recruits can screen in from anywhere under the curve

7. Fallacies of Large and Small Numbers: Why Qual into Quant Won’t Go
Maya Middlemiss, Saros Research Ltd
Festival of
#NewMR 2017

8. Fallacies of Large and Small Numbers: Why Qual into Quant Won’t Go
Maya Middlemiss, Saros Research Ltd
Festival of
#NewMR 2017
Source: The Economist 2012

9. Fallacies of Large and Small Numbers: Why Qual into Quant Won’t Go
Maya Middlemiss, Saros Research Ltd
Festival of
#NewMR 2017
What we really need to know…
• WHO you want us to recruit
• Demographic criteria
• Behavioural criteria
• AMtudinal criteria
• WHAT you want recruited
• WHERE you want it
• WHEN you want it

10. Fallacies of Large and Small Numbers: Why Qual into Quant Won’t Go
Maya Middlemiss, Saros Research Ltd
Festival of
#NewMR 2017
Thank You!
hXp://www.sarosresearch.com/researcher/
hXps://www.linkedin.com/in/mmiddlemiss
@Sarosresearch
hIps://thepar?cipantprinciple.com
maya@sarosresearch.com

11. Fallacies of Large and Small Numbers: Why Qual into Quant Won’t Go
Maya Middlemiss, Saros Research Ltd
Festival of
#NewMR 2017
Q & A
BeXy Adamou
Research Through Gaming
Maya Middlemiss
Saros Research Ltd