How can you sample hard-to-reach populations more effectively?

Clearly define the characteristics and demographics of your target population. Understand their behaviors, preferences, and any specific challenges that may make them hard to reach. Maybe create a customer persona for each of your target market.

Respondent-driven sampling (RDS) is one such strategy that may be used to reach hidden individuals of difficult-to-reach groups, RDS is especially beneficial when no sample frame for the population of interest is available. Develop collaborations with community organisations and contacts within the target demographic to sample hard-to-reach people. This can aid in the development of trust and rapport with the community, making them more ready to engage in research. Before developing a sample strategy, it is also critical to understand the target demographic and their needs

There are obvious dynamics which makes certain populations hard to reach and sample. The question to ask may be to understand how better to reach and engage these segments - it could mean unconventional methods such as community groups and associated networks. A further consideration is to develop an intuitive, rather than methodical approach to the data gathering process. Focus on where initial respondents are able to contribute and shape further conversations towards a triangulated set of themes. When the process and traction is established, then a more structured approach can be applied to scale the project.

Let us step back and define "hard to reach". Primarily it is a segment either distant from the main stream population set by distance, cultural, language or other barriers. For example, perhaps even prisoners can be placed under this set. Another example could be underaged children or patients under intensive care/ ICU. In this case, the barrier being a set of access restrictions placed by regulation / statute or other legal or industry frameworks. So, a precondition of the "hard to reach" is the presence of the barrier. Hence, attention to the barrier and methods to overcome the same will remain a design aspect of sampling such a population segment.

Identify local communities which can help you. Hard to reach populations have strong local networks. 1. Identify the local network that is relevant to your defined Target audience 2. Connect with the network and nurture this connection 3. Develop the connection to get you the most accurate data for your needs

Consider using non-traditional and innovative sampling methods that are better suited to hard-to-reach populations. Snowball sampling, where existing participants refer others, can be effective. Convenience sampling, leveraging locations or events frequented by the target group, might also yield valuable insights. Ensure that your sampling method aligns with the nature and context of your target market, and your business.

You need to be extremely cautious if using a traditional online consumer panel to reach a low incidence audience. For example, let’s assume you are trying to reach a target that is 5% of the population. You would expect 5% of those taking the screener to qualify if answering honestly. Of the remaining 95%, some portion will “fudge” their answers in order to qualify to get a reward. If 20% of the 95% (19% of the total) are dishonest and you are successfully able to eliminate 3 out of 4 of these “fakers”, then you still end up with about 5% getting in that are not actually qualified. In other words, you end up with about the same number of valid and invalid responses in your final data which is obviously not good.

It is wiser to pick up on an existing sampling exercise for accuracy and hypothesis testing. For example consider the Gallup's presidential predictions. Its built on a sample size of just 1000 US households. Gallup has been pretty accurate in predicting the winning US presidential candidate. And consider the accuracy of this sampling as these 1000 chosen US households represent the electoral mindset of 131.43 million households in the US.

Once you have a clear picture of your ideal buyer, you can strategically locate them on social media. People with similar interests tend to form clusters, so if your buyer enjoys tea, for instance, they likely follow relevant hashtags and participate in tea-related groups. With a well-defined buyer persona, your goal is to identify and connect with thousands of individuals who share similar characteristics on social media. This straightforward approach eliminates the need for extravagant spending—simply locate your audience, showcase your product, and witness increased traction and conversions.

Geographical Mapping: Use geographical mapping to identify areas where the hard-to-reach population is likely to be located. This can guide resource allocation and outreach efforts. Tailored Communication Strategies: Develop communication strategies that resonate with the specific population. This might include language translation, use of appropriate media channels, and messaging that reflects the group's values and concerns.

Rely on a diverse set of sources and channels to reach your target population. Utilize both online and offline platforms (depending on the channels your target market goes to). Collaborate with community leaders, organisations, or influencers who have a connection with the hard-to-reach population.

When establishing a sample plan, I begin by understanding the overall objectives and research methodology, the desired target market, timeline, budget for incentives, etc. My next step is to verify my internal resources first and create a few different sample groups to reach as many participants as possible. I’ll look at outside sources who may be more specialized in the desired market. For instance, a sample supplier with speciality in a specific unacculturated demographic group could really help if I was searching for participants in that market. This is where having a deep knowledge in the sample supplier network is so valuable! It’s critical to remain as Agile as possible throughout the process - knowing where to pivot and when.

Las etnografías son excelentes herramientas para recopilar información cualitativa de determinados colectivos de difícil acceso. Los recursos para la investigación son la principal limitación para realizarlas.

In my experience, I have in these situation of market research has tried to reach a wider population group comprising of multiple stakeholders. For any research, I believe diversity is very important and the view of multiple channel should assist in a better decision making progress. Also, I suggest for MCA (multi-criteria analysis) to regain a proper understanding of what's going on and what kind of leadership is required.

In my experience collaborating with local organizations, leaders, or influencers who have established connections within the hard-to-reach population can help facilitate contact, build rapport, and communicate the importance of participation, fostering a sense of community involvement. Mobile surveys can also be a powerful tool for reaching diverse populations, as they offer convenience and flexibility. Creating surveys that are mobile-friendly ensures accessibility, and utilizing SMS or app-based platforms can cater to individuals with varying levels of technological access. This approach minimizes logistical barriers and allows participants to engage at their convenience, potentially increasing response rates.

Express gratitude for their contributions by sending personalized thank-you emails or featuring participant testimonials on the research platform. This recognition reinforces their importance in the research process.

Incentives offer a great opportunity to reach your target audience. However, indirect channels of incentivisation must be employed, else, the stimulus would fail to achieve its purpose. Unintended incentives are often the best. Also, it is best to randomly vary the incentives, to keep the target population curious, while you achieve your objectives. Always ensure that your incentives meet the immediate needs of the target population, for unintended impact.

Provide appropriate incentives and support. This could include financial incentives, access to resources, or educational materials. Demonstrating a genuine interest in their well-being and offering tangible/intangible benefits can encourage participation.

When it comes to incentives, a one-size-fits-all approach is ineffective. It's crucial to inquire about what would motivate each participant to engage in the interview and tailor the incentive to their preferences. Some individuals may participate willingly without any monetary incentive due to their strong interest in the topic (as they feel valued and heard). Surveying everyone to understand their preferences and then deciding on the appropriate incentive always works well. While some may prefer cash, others might appreciate a voucher for a family member. Never make assumptions - always consult your audience directly, and ignore what AI or LinkedIn experts say.

Incentives can be a powerful tool to increase number of participants in a study or research. When the population needed is hard to reach or find, incentives aid in gaining attention by creating interest. Tailoring incentives to the target population’s interests and needs can also enhance engagement and improve the overall effectiveness of recruitment efforts.

Trust and rapport are essential at the participants’ level. Lowering of trust and rapport can lead to involuntary participation i.e. sample is available in form, not in substance. Use of champions, gatekeepers, or custodians can reduce barrier access limitations, but trust needs to be built at unit level to ensure effective sample output. Sometimes, the bigger problem lies not at the research and sample stage but at the post research stage. Remember that the barrier still exists ! Hence it becomes difficult to re-establish the connection for sharing of findings, results or follow ups.

It's highly recommended to nurture a community of your own rather than rushing into ad hoc surveys. This is because this type of Target Group are probably media shy and will get out off if they are being hastened towards a survey against their comfort

Honesty is the foundation of trust. When you are honest with others, you show that you value their trust and are willing to be open and transparent about your thoughts, feelings, and actions. This includes being truthful in your communication, admitting mistakes when you make them, and not being afraid to share difficult or sensitive information.

When opening a retail location in a new marketplace, we speak to our employees. They live in the communities we are serving. They know where people get their information from, and what events are important to be a part of, their perspective is very valuable. We then join local groups such as the Chamber of Commerce, and other relevant organizations to our business. Networking within the community is a great way to understand your customer and find out how you can better deliver on their needs and wants.

A couple things to keep in mind are: 1) Cultural Sensitivity: Tailoring communication and engagement strategies to be culturally sensitive and relevant to the target population helps establish rapport and trust. Understanding cultural nuances is key to effectively engaging with these groups. 2) Partnerships and Gatekeepers: Collaborate with local organizations, influencers, or community leaders who act as gatekeepers to the population. Their endorsement and support can facilitate access and trust-building.

It's all about finding the right vendor with the right network. Market research vendors specialize & rate rarely fit all needs. They may try to be everything to everyone, but you have to know their capabilities before proceeding. A good way to test a vendor is to set a strict screening criteria. If the vendor doesn't push back, you likely have a vendor willing to take any job, regardless of their network. That's a red flag in my book.

Evaluate and document your sampling process in order to take your business a high compliance level, also to reach the rigth audience to incentive the use of your product/service.

Documentation has to be the base to be legal If documentation is tight thing's move in a clear manner. Documentation is the base wherein everything falls into place

Define your sampling frame After deciding the target population/audience, then it is imperative to choose your sampling frame. Several times, your population chosen may be large enough, however not all elements may be participating in your research.

Clearly articulating the objective of the research and also offering to share the results and analysis most often works in securing real buy in.

Everything starts with the end user. I suggest building a profile of your target consumer & then begin answering questions about them as a brainstorming exercise. Where do they live? Where do they shop? Where do they live? What kind of lifestyle do they and their friends/family have? What are their motivations? What excites them? What don’t they like? etc. In asking these exploratory questions you will find the answers to which tactics & strategy to use to have a conversation with them (better known as) marketing your product and/or services. Also, be sure to create a plan to test, collect insights, and repeat this cycle until you become clear on who your end user is!

Market researchers should be (i) professional, (ii) use a metric that clearly defines the target population, (iii) select the most appropriate sampling method that ensures quality over quantity, (iv) consider the available sources or channels that can be used to reach participants, (v) offer something in return to motivate or support the participants and (vi) forge a real connection with the participants. ?? ?? Also you should evaluate, document and analyse the entire process. ?? #marketing #insights #King ?? #Olushegs

Effectively sampling hard-to-reach populations requires a culturally sensitive approach, exemplified in contexts like the Philippines. Leveraging community networks and influencers, such as grassroots organizations, establishes trust. Mobile technology and social media ensure anonymous participation. Cultural sensitivity training and tailored incentives foster collaboration. Storytelling and adaptive surveys deepen understanding. Collaborative art and media campaigns, with cross-sectoral partnerships, enhance inclusivity globally. This approach, acknowledging diversity, ensures an empowering process for meaningful insights, adaptable across contexts.