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Fallacies of small and large numbers: why quant into qual won’t go
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.
