Incidence rate drives CPI (Cost per Interview) and by definition, minority groups have lower incidence rates. The result? Studies of these audiences have become more expensive than those with broader groups because panels often cannot find them (and when they can, it costs more)
This leads to a lower number of research projects with minorities. Counter-productive when you consider the benefits of using relevant messaging when engaging them.
But panels aren’t the only way to recruit these groups. A client of ours wanted to understand how transgender females were using makeup. Because their needs are very specific, the brand felt this audience could teach them a thing or two about product functionality and design.
To overcome the recruitment challenge, we built a relationship with several advocacy groups to help us to engage the audience. The result was a 250 participant, 1 month long online community.
The exceptional insight and honest account of the world through transgender eyes gave the client the understanding of how the Post Operation Transgender Female engages with the beauty Industry. It was definitely one of the most rewarding studies that we have ever done.
Do you have a hard to reach audience that you would love to engage? Has the panel approach has come up empty? If so, then please click below and we can discuss how we can find them for you.
A final thought: As an industry, wouldn’t it be great if we found a way around the Incidence / CPI challenge? So that the most marginalised groups could have quality research done? We could use it to support the creation of products and services to meet their needs, and help them have a better everyday life. We’d love to engage in a conversation about this with anyone open to exploring this with us…