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

►How Researchers can design effective

Questionnaires

►Honoraria

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?

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

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?

Receptionist

MANAGER VP/DIRECTOR

CEO/CFO

• 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

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

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

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

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!

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.+

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

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!

Thank you !

Nancy Gulland

Maverick Research

Dawn Smith

Dawn Smith Field Management Service