We would like to share with you, one of our recent wins!
A recent study required an in depth understanding of what a certain time of the year meant to consumers. We were specifically concerned with both the middle & mass market segments, as well as the opinions of small to medium sized entrepreneurs.
The very nature of crowdsourcing involves targeting, incentivising, and rewarding a public crowd in exchange for feeding back their observations, opinions, behaviours, and experiences.
One would think that getting paid while you are acting out the natural role of consumer would be interesting to everyone, but this is not entirely the case as most of our demographic comes from the lower LSM’s. This is understandable due to time constraints and the need for supplementary income. As you can imagine, small to medium sized business owners do not necessarily have the time to participate in crowdsourcing activities.
So, when we were faced with the requirement of gathering thoughts, opinions, and experiences from business owners, we realised that this would be a challenge. We were not concerned with the middle or mass market as this is our strength. Our challenge was how to get through to business owners.
Our solution was to shift toward personal interviews. For middle to mass audiences, it was easy, we collected personal descriptions and self-recorded videos of our agents discussing the topics. For business owners, however, we knew this was not going to bring in a representative sample. So instead of asking agents to interview themselves, we conducted a special screening exercise, designed to filter out agents that were willing and able to directly interview business owners.
We were tasked with getting detailed opinions from which we were to draw videos, equally split between Middle / Mass market & SME’s. This is what we found:
Out of the agents we screened for these missions:
- 51% qualified as mass and middle market consumers.
- 6% were actual owners of small to medium businesses, which was a surprise.
- 25% had close family or friends that they were prepared to interview.
- 19% were prepared to go out and Interview business owners.
This was astounding because we had comfortably managed to assemble a sample of 49% SME related candidates, just by shifting the emphasis to interviews. This was more than enough to properly filter down some excellent feedback from both sectors. It also served as a strong based from which to extract high value video interviews.
Thanks go out to our Agents for their fantastic contributions! And that you too to our loyal clients that continue to surprise us with fresh and different approaches to their markets!
Want to make your 2024 even better and more insightful?
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Regards,
The Field Agent Team.