Archive for September, 2015



Ensuring Cheaters Never Prosper: Tips on Reputable Recruiting

Posted on: September 24th, 2015 by doyle

Cheaters-copy1From the desk of Natanya Rubin

Recently, we discovered that Doyle Research had been listed on a website that aggregates recruiting facilities (which we definitely are not!). This site, in addition to linking potential respondents directly to facilities’ online registration pages, also lists the details of upcoming studies, in various degrees of detail, often including the incentive amount. For those of us whose job it is to ensure that our recruits are honest, accurately recruited, and legitimate, it was an uncomfortable thing to see.

Posting studies online can facilitate specific recruits, and is used by many reputable companies. But it obviously opens up opportunities to cheat. With no limit on the number of projects for which a user completes an initial screener, sites like the one we found make it all too easy for people to become professional respondents. Reliable recruiters have to have strategies to screen out cheaters who reply to these types of ads.

I reached out to Kathryn Harlan, CEO of 20|20 Facilities, a longtime recruiting partner of ours, to get her take on the issue. She told me that 20|20 approaches these concerns in several ways:

Blind the study as much as possible. “Ideally, we craft postings that are applicable to the target audience, but where the exact screening specifications are omitted. You want to be considerate of respondent time.  You want them to take surveys that they might qualify for, so that you don’t burn out their engagement.  But you don’t want to lead them directly to the screening criteria.  It’s a fine line, and we’re always thinking about where it is.”

Database maintenance is key. Prior participation should be scrupulously tracked by topic and by client, so that there isn’t a chance of respondents double dipping in a topic area. Although there’s no way to guarantee that they aren’t participating in studies with other companies, a strong database makes sure that they’re being honest about their participation with an individual recruiter.

Screen multiple ways, multiple times. Through an initial online screener, a detailed phone screener, and a re-screen upon confirmation or at the facility, the recruiter should keep a sharp eye out for inconsistencies in the answers. If the respondent answers consistently, without being led, there’s a greater chance that they have been honest in their responses.

Online recruiting is undeniably a great way to reach fresh sample.  Following a few simple best practices can go a long way to keeping studies honest.

 

X Marks the Spot: 7 Ways to Connect with Generation X

Posted on: September 11th, 2015 by doyle

From the desk of Chris Efken

360_generationxWith all of the noise about the Boomer and Millennial generations, we would like to take an opportunity in this humble blog post to profile the GenX-er. Once considered a prime marketing target, we believe that GenX-ers are getting the fuzzy end of the lollipop.   After all, this demographic has sizeable purchasing clout. Here in the U.S. alone, Gen X is more than 60 millions strong (25% of the adult population), represents 31% of the workforce and has purchasing power of more than $125 billion per year. Popular X-ers include some of today’s most influential game-changers like John Stewart, Jeff Bezos, Jamie Oliver, Marissa Mayer and Malcom Gladwell. Here are 7 insights into what makes Generation X tick:

  1. X-ers grew up on processed foods – think Pop-Tarts and Cheetos. As adults, they know and want better. They seek out minimally processed, natural and organic foods whenever possible.
  2. They have a strong desire to remain youthful and connected to cool. See and connect with them at Lollapalooza, SXSW and Coachella.
  3. X-ers are getting old – and don’t like it. They prefer to take preventative measures instead of embarking upon complete overhauls. Brands that complement the mind, body and soul and help X-ers achieve their preventative health goals have much to gain.
  4. They are skeptical of brand involvement. X-ers prefer marketing communications that are authentic, honest, transparent, and acknowledge individuality.   Avoid a one-size-fits-all message and consider offering a guarantee to enhance your brand.
  5. Many X-ers worry about finances. In addition to carrying a great deal of educational and credit card debt, GenX-ers own the largest percentage of homes that are in foreclosure. Financial brands that show empathy and sensitivity will come out ahead.
  6. X-ers strive to raise children who are prepared and unique. They don’t aspire to be a perfect parent, and don’t push their children to be perfect either–just adaptable and prepared for life’s challenges. As a result, their children view them as friends and not enemies. Communications need to focus on collaborative and positive family dynamics. Messaging that paints parents as the enemy won’t fly here.
  7. Technology has allowed X-ers to arrange their work life around their family life. Many work independently, wherever and whenever it best fits their schedules. For this reason, message delivery needs to be on mobile devices. Marketing messaging needs to reflect the positive role technology plays in work/life balance.