Large urban markets do not represent the perspectives of the totality of the US population in any category.
These top cities are often the most heavily researched due to the ease of conducting fieldwork and familiarity of the market. Pre-recruited interviews from a sample or list can be the most efficient approach to ensure quality, qualified participants; however, there are many populations and target audiences that slip through that recruiting crack.
With all the knowledge of our ever-changing society, teams still center on large “Tier 1” cities with the alluring ease of large sample databases. Traditional market research companies then survey these respondents, which ultimately to impacts research insights. By not extending to smaller markets, there is an increase in bias and margin of error in the research.
We believe in a deconstructive model of fieldwork recruiting and grassroots recruiting strategies to give researchers the tools to conduct research in small and mid-tier cities. This not only impacts a more inclusive perspective of the population but gives proper reflection of data for impacting key product and business decisions. Beyond location, we believe that intercepted participants provide authenticity and accountability for the brands that listens to their voices.
Katrina Noelle has been at the helm of the global insights agency KNow Research, delivering fresh insights through custom research design for over 16 years. During that time, she has built a full-service qualitative consultancy specializing in creating client-customized design by combining methodologies from traditional in-person research with digital approaches. She is proud to have made KNow Research a certified members of the Women’s Business Enterprise National Council (WBENC) as well as being a champion of women in and out of the insights community. She is also co-Founder of Scoot Insights, a trademarked decision-making methodology grounded in qualitative research.
Kristin Spraggins is the owner of The Band Consultancy, she leads a team of experts in the user research, psychology, brand strategy, and insight storytelling. Her passion is helping brand teams innovate and grow their business. Her passion is designing a humanized approach to research and creating insights with impact. For the past 10 years, Kristin’s expertise has been focused on designing and implementing non-traditional qualitative research and front-end innovation projects. Kristin has managed research iniatives for companies like Vans, Target, lululemon, Facebook, and Square.