QRCA Views

30 QRCA VIEWS SPRING 2 0 15 www.qrca.org Quallies, Take Your Mark, Get Set, GO! C O N T I N U E D Challenges Occur when Recruiter(s) Don't Effectively Manage the Process. Tell participants it's a video interview • Show rates tank when participants aren't clearly informed that a project requires the use of a webcam (not just the possession of one). Recruiters are often so focused on finding people who meet target specifications that they overlook the need to clearly discuss the technology require- ments for online interviews. • Craft a screener that clearly states the recruitment objective upfront (e.g., "We are looking for people to take part in a one-hour webcam interview.") and follow it up with a question regarding their com- fort with webcam technology (e.g., "Do you have a computer with a webcam you are comfortable using for a one-hour, uninterrupted interview?"). After the demographic/psychographic screening questions, wrap up with a webcam inter- view closing, terminating any respondents who don't have a webcam hooked up to their computer, who haven't used their webcam in the past month, or lack confi- dence using their webcam for research purposes. Explain to participants that they might be "paid and sent" • Over-recruiting is common and helps mitigate the risk of a poor show rate and allows for the intended "sample size" to be achieved. With webcam research, there isn't a waiting room with a hostess to explain to participants that they aren't needed for a project, even though they might be prepared. Subsequently, when they worry about getting paid, they start to question the technician at a critical time in the research process – at the start of the discussion! • Design a talking piece for potential participants that explains the reason for over-recruiting and the process for receiv- ing an honorarium in the event they are not needed for a project at the last minute. Or, have an alternate/junior moderator standing by so that they can jump onto the platform and conduct a smaller session with "secondary" participants (for a mini- mal additional cost), giving additional insight and experience to a moderator-in- training. Verify that participants will be joining at a quiet time and space • Nobody – a moderator, clients, or other participants – can easily focus on the content when someone joins a web- cam conversation in a distracting envi- ronment. Kids interrupting, dogs bark- ing, a participant constantly getting up to do something are all disruptions to the research akin to a participant's phone ringing in the middle of an in-person focus group. • Prepare a plan to minimize real time disturbances. Clearly articulate in the recruitment and/or confirmation process the need for a distraction-free environ- ment. Select a day prior to the research to test participants' webcam environment and see if it meets the "distraction-free" requirement. You might need to offer more incentive to a particular participant if they need to seek an alternative environ- ment the day of the groups. Don't let yourself trip over the hur- dles in webcam interviewing. With proper planning, and well-managed expectations in the field, you'll not only gain momentum with your online research effort, but will also persevere to the finish line.

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