In market research, it is of the utmost importance to interview the right people. Sometimes it depends on representativeness for the entire population, sometimes there is a narrow target group to be focused on. In both cases, well-thought-out recruiting is the key to the validity and reliability of the data collected.
But this is precisely where the challenges often lie: some target groups are difficult to identify or only available to a limited extent – whether due to a low willingness to participate or time constraints. In addition, the question of choosing the appropriate recruitment method arises. Here, distortions of the later results can arise if, for example, recruitment is carried out exclusively via social media or exclusively through personal contact. Methods should always be chosen that are able to reach the target group well and that do not systematically exclude any part of the target group.
Our experience at TEMA-Q shows, for example, that recruiting people under 30 years of age via landline phone is virtually doomed to failure, while the group of people over 60 can be perfectly reached via this channel. For social media, i.e. Facebook, Instagram & Co., it is the other way around.
Another key factor is an effective screening process. Pre-defined criteria help to select the appropriate participants in a targeted manner – and thus ensure the quality of the study.
At TEMA-Q, we explicitly offer “people search support” as an extra for our customers. So if you don’t have your own customer addresses that we can use to conduct a survey, we will be happy to help you find suitable participants. Whether it’s an interview, a practical test or a group discussion, we are happy to take care of the search, appointments and incentives for our customers.
Take a look at our LinkedIn profile at https://www.linkedin.com/company/tema-q/ to gain exciting insights into the world of customer and employee experience in the future.
If you have any questions about these or other topics, or would like a live demo version of ClaralytiX via video conference, click here to make an appointment or contact us.
Universität Basel, https://dkf.unibas.ch/de/scientific-services/methodik-studiendesign/erfolgreiches-rekrutieren, 2025
Universität Erfurt, https://www.uni-erfurt.de/erfurt-laboratory-for-empirical-research/informieren/aktuelles/tatsaechlich-forschungsblog/schon-gewusst-dass-verschiedene-rekrutierungswege-zu-unterschiedlicher-datenqualitaet-fuehren, 2024
Splendid, https://www.splendid-research.com/de/news/wie-du-erfolgreich-probanden-rekrutierst, 2025