Returning to Research: Pt. 1- The Participants

One of the biggest questions being asked in market research right now isn’t when in-person fieldwork can resume, but how it will change. Most facilities are either already open in some domestic locations with others planning on re-opening in early June. Responsibly, facilities are enacting numerous safety protocols to assuage concerns about in-person interactions before Covid-19 is fully under control. But even with facilities open, are prospective participants ready to return?

While 20% of people say they would go out tomorrow if restrictions were lifted, 68% of people under stay-at-home orders say they will limit how often they leave their home even after orders are lifted. What does that suggest for actual participant turnout? 

Thankfully Jackson Adept Research polled their database of respondents to garner a more accurate picture. 74% (T2B) are comfortable participating in in-person research so long as social distancing protocols are in place. 57% (T2B) are comfortable participating in small groups of up to four people, while adding people decreases the percentage that are comfortable. This tells us that in the coming months, as we design and advise research, we should strive to limit group size to triads, dyads, and IDIs to have a greater likelihood of turnout and attracting a representative sample.

Speaking of Sample, not all demographics will be as accessible. Some, like GenZ, show the least concern about Covid-19 and won’t be an issue. But participants over 40 – especially in more densely populated areas – will be harder to come by. Likewise, given the relationship of risk levels to political leanings, blue respondents will be tougher to land in the coming months than red. Bearing these factors in mind, recruiters may need more time to solidify a representative sample than usual.

While there are numerous factors involved in our social lives returning to normal, as far as research is concerned, that likely won’t be until the CDC grants clearance. In a recent study, over half the population puts its trust in the CDC and NIH, deferring to scientific authorities to inform them what’s best for their health rather than the government. And since 73% of people are concerned about things opening too soon, we’ll continue to monitor the situation and design research accordingly. In-person research will continue albeit with new safety protocols in the near future, but for hard-to-research audiences, online IDIs and groups might be leveraged as viable complements to achieve a balanced sample.

That’s it for Talk Shoppe. Tune in next time for in-person research: clients and moderators!