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Getting the Most out of B2B Field

Getting the Most out of B2B Field. Getting the Most out of B2B Field ► Initiating a B2B Recruit/Survey ► Identifying the right person ► Getting past the Gatekeeper ► Client Supplied Lists ► Overcoming challenges ► Sampling Tricks and Techniques ► The B2B Survey/Screening Instrument

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Getting the Most out of B2B Field

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  1. Getting the Most out of B2B Field

  2. Getting the Most out of B2B Field ►Initiating a B2B Recruit/Survey ►Identifying the right person ►Getting past the Gatekeeper ►Client Supplied Lists ►Overcoming challenges ►Sampling Tricks and Techniques ►The B2B Survey/Screening Instrument ►How Researchers can design effective Questionnaires ►Honoraria

  3. Initiating a B2B Recruit/Survey • Teamwork • Clear objectives for the Study • Clearly identify the person needed and responsibilities • Briefing – the MOST important part Why? Benefits?

  4. IDENTIFYING THE RIGHT PERSON • Will the CEO’s of the Top 200 Companies in Canada do surveys, interviews or focus groups? Probably not – Do not set your expectations too high. • Not all companies are structured the same • Is the right person the final decision maker such as CEO, COO, VP level or is the right person at the Director, Manager level? • Is the financial person (CFO/Controller) sometimes the more appropriate person

  5. Getting Past the Gatekeeper • This is one of the greatest challenges • Where to start in the Chain of Command? • Will the Receptionist/Secretary help you? Their Cooperation is needed and they do have power • If you do not know the extension # can you navigate the Voice Mail system easily?

  6. Client Supplied Lists – The Good, the Bad, and the Ugly • Are there phone # provided and are they correct? • What is the accuracy of the list? How old is it? • Is that company still in business? • Is the person identified still employed there? Can a replacement person be used, how long have they been in the position? • How was the list generated • How large is the sample

  7. How to overcome the Challenges - Skill of the interviewer/recruiter • Only use Executive level Interviewers/Recruiters • Professional approach – good voice • Clear awareness of Title or Function of person required • Flexible appointment bookings • Scheduling of focus groups/interviews • Good lists or flexibility of using database • Can you identify the client? • Time! - Time lines to complete the study and time to recruit

  8. Sampling Tricks and Techniques • Amount of sample provided – Sample vs Incidence • Can you recruit/interview from a sample size of 1 in 2 that will qualify or respond?? It depends!! - Incidence - Length of survey - Time of focus group - Honorarium - Subject matter/topic - Timelines

  9. The B2B Survey/Screening Instrument • KISS - Keep it short and simple • Length of a screener – Max 5 minutes A screener is not a questionnaire • Length of survey • Pre-Recruited Telephone survey with incentive can be longer • Terminology – The screener/survey must have appropriate terminology and language that the recruiter/interviewer understands and that the respondent understands

  10. Honoraria • Do incentives make a difference? - ABSOLUTELY!!!! There is a fine line between too much incentive and not enough – take into consideration the level of the Business person and what is appropriate for the amount of time that you require. • How badly do you want to speak to this person – Money talks!

  11. Appropriate Incentives: Qualitative CEO/CFO/COO Level – 2 Hour Focus Group - $250. to $300. 1 Hour IDI - $175. to $250. Director Level – 2 Hour Focus Group - $175. to $250. 1 Hour IDI - $150. to $200. Managerial Level – 2 Hour Focus Group $125. to $150. - I Hour IDI - $100. to $150. Pre-Recruited telephone Interview - $50. to $100. In-Office Interview: $50. to $100. Doctors – GP’s – ½ Hour - $175.00 Specialists – ½ hour - $250.+

  12. Appropriate Incentives: Quantitative Executive Level –depends on the length of survey Consider donations to charity or Draws Doctors GP’s – $3.00 to $4.00 per minute Specialists – $4.00 to $6.25 per minute

  13. Ideal B2B Researcher • Detailed outline • Briefing • Realistic Expectations • Flexibility • Write a good Screener/Questionnaire • Responds to questions or issues quickly • Consider the Field Supplier as part of the Research Team • The field is a tool in the research process – use it wisely!

  14. Thank you ! Nancy Gulland Maverick Research Dawn Smith Dawn Smith Field Management Service

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