Getting the Most out of B2B Field

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Getting the Most out of B2B Field
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• 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

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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?

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IDENTIFYING THE RIGHT PERSON

• Will the CEOs 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

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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?

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• 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

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• 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

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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

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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

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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!

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• 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 GPs ½ Hour - 175.00
• Specialists ½ hour - 250.

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• Appropriate Incentives Quantitative
• Executive Level depends on the length of survey
• Consider donations to charity or Draws
• Doctors
• GPs 3.00 to 4.00 per minute
• Specialists 4.00 to 6.25 per minute

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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!

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