--- title: Building the Perfect Qualitative Research Sample description: Echo Market Research CEO, Kerry Hecht, and FlexMR Research Director, Maria Twigge, explore the challenges of building sample for qualitative projects. image: https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/build_perfect_qual_research_sample.png --- close ## Ready to level up your insights? Get ready to streamline, scale and supercharge your research. Fill out this form to request a demo of the InsightHub platform and discover the difference insights empowerment can make. A member of our team will reach out within two working days. close ## Cost effective insights that scale Quality insight doesn't need to cost the earth. Our flexible approach helps you make the most of research budgets and build an agile solution that works for you. Fill out this form to request a call back from our team to explore our pricing options. [![FlexMR logo](https://www.flexmr.net/skin/images/images-custom/2b221b67-b091-4584-9017-872ee2ddf960-logo.svg)](https://www.flexmr.net/) Book a Demo Request Pricing [Contact Us](https://www.flexmr.net/contact/) Menu - [Home](https://www.flexmr.net/) - [InsightHub](https://www.flexmr.net/insighthub/) - [What is InsightHub?](https://www.flexmr.net/insighthub/) - [Data Collection](https://www.flexmr.net/insighthub/data-collection/) - [Data Analysis](https://www.flexmr.net/insighthub/data-analysis/) - [Data Activation](https://www.flexmr.net/insighthub/data-activation/) - [Research Templates](https://blog.flexmr.net/topic/survey-templates/) - [Information Security](https://www.flexmr.net/insighthub/information-security/) - [Services](https://www.flexmr.net/services/) - [Our Expert Services](https://www.flexmr.net/services/) - [Support & Education](https://www.flexmr.net/services/support-and-education/) - [Consultative Services](https://www.flexmr.net/services/consultative-services/) - [Insight Delivery](https://www.flexmr.net/services/insight-delivery-services/) - [Research Methods](https://www.flexmr.net/methods/) - [Sectors We Work With](https://www.flexmr.net/sectors/) - [About](https://www.flexmr.net/about/) - [About Us](https://www.flexmr.net/about/) - [Leadership](https://www.flexmr.net/about/leadership/) - [Meet the team](https://www.flexmr.net/about/meet-the-team/) - [Advisory Board](https://www.flexmr.net/about/advisory-board/) - [Press & Media](https://resources.flexmr.net/tag/press) - [Accolades](https://www.flexmr.net/about/accolades/) - [Careers](https://www.flexmr.net/about/careers/) - [Blog](https://blog.flexmr.net/) - [Resources](https://resources.flexmr.net) - [Contact](https://www.flexmr.net/contact/) - [Book a Demo](https://blog.flexmr.net/) - [Request Pricing](https://blog.flexmr.net/) - [Home](https://www.flexmr.net/) - [InsightHub](https://www.flexmr.net/insighthub/) - - [What is InsightHub?](https://www.flexmr.net/insighthub/) - [Data Collection](https://www.flexmr.net/insighthub/data-collection/) - [Data Analysis](https://www.flexmr.net/insighthub/data-analysis/) - [Data Activation](https://www.flexmr.net/insighthub/data-activation/) - [Research Templates](https://blog.flexmr.net/topic/survey-templates/) - [Information Security](https://www.flexmr.net/insighthub/information-security/) - ![Camp InsightHub](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/camp_insighthub_nav.png) Embark on a new adventure. Join Camp InsightHub, our free demo platform, to discover the future of research. [Sign Up Today](https://insighthub.flexmr.net/users/new) - ![FlexMR InsightHub](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/insighthub_screenshot.png) Read a brief overview of the agile research platform enabling brands to inform decisions at speed in this PDF. [Download Brochure](https://blog.flexmr.net/hubfs/Public_Files/InsightHub_Brochure.pdf) - ### InsightHub on the Blog - [Surveys, Video and the Changing Face of Agile Research](https://blog.flexmr.net/surveys-video-changing-agile-research) - [Building a Research Technology Stack for Better Insights](https://blog.flexmr.net/research-technology-stack) - [The Importance of Delegation in Managing Insight Activities](https://blog.flexmr.net/delegation-importance-insight-activities) - [Common Insight Platform Pitfalls (and How to Avoid Them)](https://blog.flexmr.net/platform-pitfalls-how-to-avoid-them) - [Services](https://www.flexmr.net/services/) - - [Our Expert Services](https://www.flexmr.net/services/) - [Support and Education](https://www.flexmr.net/services/support-and-education/) - [Consultative Services](https://www.flexmr.net/services/consultative-services/) - [Insight Delivery Services](https://www.flexmr.net/services/insight-delivery-services/) - [Research Methods](https://www.flexmr.net/methods/) - [Sectors We Work With](https://www.flexmr.net/sectors/) - ![FlexMR Services Team](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/services.jpg) Our services drive operational and strategic success in challenging environments. Find out how. [Download Brochure](https://blog.flexmr.net/hubfs/Public_Files/Brochures/FlexMR_Services_Brochure.pdf) - ![Video Close Connection Programme](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/video_services.jpg) Close Connections bring stakeholders and customers together for candid, human conversations. [Read Press Release](https://resources.flexmr.net/close-connections-launch) - ### Explore our Practices - [Communities Practice](https://www.flexmr.net/insighthub/) - [Closeness Practice](https://www.flexmr.net/practices/customer-closeness/) - [CX Practice](https://www.flexmr.net/practices/customer-experience/) - [Insight Communications Practice](https://www.flexmr.net/practices/insight-communications/) - [About](https://www.flexmr.net/about/) - - [About Us](https://www.flexmr.net/about/) - [Leadership](https://www.flexmr.net/about/leadership/) - [Meet the Team](https://www.flexmr.net/about/meet-the-team/) - [Advisory Board](https://www.flexmr.net/about/advisory-board/) - [Press & Media](https://resources.flexmr.net/tag/press) - [Accolades](https://www.flexmr.net/about/accolades/) - [Careers](https://www.flexmr.net/about/careers/) - ![FlexMR Credentials Deck](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/flexmr_credentials.png) The FlexMR credentials deck provides a brief introduction to the team, our approach to research and previous work. [Download Credentials](https://blog.flexmr.net/hubfs/Public_Files/Brochures/FlexMR_Credentials.pdf) - ![FlexMR Insights Empowerment](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/insights_empowerment.png) We are the insights empowerment company. Our framework addresses the major pressures insight teams face. [Download Brochure](https://blog.flexmr.net/hubfs/Public_Files/Brochures/Insights_Empowerment_Brochure.pdf) - ### Latest News - [Insight as Art Shortlisted for AURA Innovation Award](https://resources.flexmr.net/aura-innovation-award-2021) - [FlexMR Launch Video Close Connection Programme](https://resources.flexmr.net/close-connections-launch) - [VideoMR Analysis Tool Added to InsightHub](https://resources.flexmr.net/videomr-launch) - [FlexMR Makes Shortlist for Quirks Research Supplier Award](https://resources.flexmr.net/quirksmr-mr-supplier-award-2020) - [Blog](https://blog.flexmr.net) - - [Latest Posts](https://blog.flexmr.net) - [Strategic Thinking](https://blog.flexmr.net/topic/strategic-thinking) - [Technology & Trends](https://blog.flexmr.net/topic/tech-trends) - [Research Methods](https://blog.flexmr.net/topic/research-methods) - [Practical Application](https://blog.flexmr.net/topic/practical-application) - [Insights Empowerment](https://blog.flexmr.net/topic/insights-empowerment) - [View Full Blog Archives](https://blog.flexmr.net/all) - ![FlexMR Close Connection Programme](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/close_connection.png) Discover how to build close customer connections to better support real-time decision making. [Build Connections](https://blog.flexmr.net/practical-support-real-time-decisions) - ![Market Research Playbook](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/market_research_playbook.png) What is a market research and insights playbook, plus discover why should your team consider building one. [Discover Playbooks](https://blog.flexmr.net/market-research-playbook) - ### Featured Posts - [Five Strategies for Turning Insight into Action](https://blog.flexmr.net/5-strategies-turn-insights-into-action) - [How to Design Surveys that Ask the Right Questions](https://blog.flexmr.net/effective-survey-design-guide) - [Scaling Creative Qual for Rich Customer Insight](https://blog.flexmr.net/scale-creative-qual-rich-understanding) - [How to Measure Brand Awareness: The Complete Guide](https://blog.flexmr.net/measure-brand-awareness) - [Resources](https://resources.flexmr.net) - - [All Resources](https://resources.flexmr.net) - [Client Stories](https://resources.flexmr.net/tag/case-studies) - [Whitepapers](https://resources.flexmr.net/tag/whitepapers) - [Events & Webinars](https://resources.flexmr.net/tag/events) - [The Open Ideas Panel](https://ideas.flexmr.net/auth/sign_in) - [InsightHub Help Centre](https://help.flexmr.net/en) - [FlexMR Client Network](https://www.linkedin.com/groups/9165407/) - ![Insights Empowerment Readiness Calculator](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/insights_calculator.png) The insights empowerment readiness calculator measures your progress in building an insight-led culture. [Get Your Score](https://resources.flexmr.net/insights-empowerment-calculator) - ![MRX Lab Podcast](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/flexmr_podcast.png) The MRX Lab podcast explores new and novel ideas from the insights industry in 10 minutes or less. [Listen Now](https://resources.flexmr.net/mrx-lab-podcast) - ### Featured Stories - [Specsavers Informs Key Marketing Decisions with InsightHub](https://resources.flexmr.net/specsavers) - [The Coventry Panel Helps Maintain Award Winning CX](https://resources.flexmr.net/coventry-building-society) - [Isagenix Customer Community Steers New Product Launch](https://resources.flexmr.net/isa-insights) - [Curo Engage Residents with InsightHub Community](https://resources.flexmr.net/curo) - [Practical Application](https://blog.flexmr.net/topic/practical-application) / 8 MIN READ ## Building the Perfect Qualitative Research Sample #### Emily James # [Customer Centricity: A Complete Guide for 2026](https://blog.flexmr.net/customer-centricity-guide-2026) Customer centricity is an organisational capability, not a tagline. It's the sustained practice of o... [Read more](https://blog.flexmr.net/customer-centricity-guide-2026) 13 MIN READ #### Caitlin King - [Events (1)](https://blog.flexmr.net/topic/events) - [Insights Empowerment (38)](https://blog.flexmr.net/topic/insights-empowerment) - [Practical Application (178)](https://blog.flexmr.net/topic/practical-application) - [Research Methods (285)](https://blog.flexmr.net/topic/research-methods) - [Strategic Thinking (237)](https://blog.flexmr.net/topic/strategic-thinking) - [Survey Templates (7)](https://blog.flexmr.net/topic/survey-templates) - [Tech & Trends (397)](https://blog.flexmr.net/topic/tech-trends) What is market research without research respondents? A lot of questions without well-founded answers. The insights industry would not function if we lost our research respondents. Stakeholders wouldn’t have any insights to inform their decisions and insight teams would lose business. Luckily, there are customers and consumers out in the world who do want to participate in market research, whether that’s due to a particular incentive or a desire to contribute to a brand’s evolution or to help brands make a change in the wider world. But those participants are proving to be few and far between; it takes a lot of searching to find the right participants who want to contribute and will provide quality detailed data when asked. Now what is market research with the wrong research respondents? A lot of questions with incorrect answers based on inaccurate or irrelevant insights. Arguably, this is even worse than having no research participants at all, as stakeholders will take these inaccurate insights and make important decisions with them and then each person who was a part of the insight generation and activation process will face the consequences of whatever degree of failure that comes after. It is on both stakeholders and the insight teams guiding them to make sure that they have the correct research sample before any data collection takes place. With some advice from [Echo Market Research’s Kerry Hecht](https://echo-mr.com/) and [FlexMR’s Maria Twigge](https://www.flexmr.net/about/meet-the-team/), insight teams and stakeholders everywhere will have the perfect qualitative research sample in no time. | ![Tweet from FlexMR](https://blog.flexmr.net/hs-fs/hubfs/Website_Files/Images/Icons/tweet-flexmr.png?width=40&height=33&name=tweet-flexmr.png) | ***Tweet This*** | | --- | --- | | [What is market research with the wrong participants? A lot of questions with incorrect answers. With advice from Kerry Hecht and Maria Twigge, insight experts will have the perfect sample in no time.](https://ctt.ac/DXNA5) | | ## Challenges of Qualitative Sampling With the importance placed on getting the right sample for a research project, there are a few key challenges that we need to understand before we start. Kerry Hecht, CEO and Founder of [Echo Market Research](https://echo-mr.com/) believes that “we are really our own biggest challenge. When clients are advised that the incentive is too low, there's not enough information, or other potential issues, they really don't want to hear it. I recognize this is a fairly harsh criticism but our industry is in a bit of a crisis when it comes to data quality but it's a situation, we've created for ourselves. We need to take a step back, reflect on what we're asking of our suppliers and we need to listen to their advice. We can't really hold fielding companies responsible for quality if we aren't willing to hold clients responsible.” > "Our industry is in a bit of a crisis when it comes to data quality. We need to take a step back, reflect on what we're asking of our suppliers and we need to listen to their advice." > > - Kerry Hecht, CEO & Founder of Echo Market Research Of course, there are other challenges too, as Kerry mentions that “suppliers are pushed to do things so cheaply that all quality goes out the window.” There are a couple of ways to handle this, with one being to allocate more funding to the sample construction so as to avoid this in the first place, and another way being to communicate with the supplier regularly and make sure you’re getting exactly what you want for the price they state. Choose the right supplier to fit your needs, make sure that their values match with your own so that insight teams get the sample they need. ## How to Build the Perfect Sample So now that we’re aware of the challenges, insight teams and stakeholders can take measures into their own hands to avoid them. This is one way to help build the perfect [qualitative research](https://blog.flexmr.net/what-is-qualitative-research) sample, but there are other factors to take into account, such as understanding exactly who should be in your qualitative research sample. Insight experts need to understand the qualities that make the perfect qualitative research sample. Kerry explains that, “from an individual participant perspective, the perfect sample should be invested in the topic and the process. They should be articulate and interested in both sharing and learning.” We also need to “find the folks in the places they're already talking about your research topic.” This way we are able to find research participants who are already engaged with the topic and will welcome the opportunity to have their voices and opinions heard, elaborate on their needs and innovate along with the researchers and stakeholders present in the research task. Once we understand who are perfect sample is, we can then move onto finding where our perfect research sample resides in both the online and offline worlds. Maria Twigge, Research Director at FlexMR, says that, “building the perfect qual sample means casting the net as wide as possible (including 20 or more participants if you can to ensure your insights instil confidence and action across the team) and using a mixture of methods for your recruitment to ensure you capture a range of perspectives, from email, online and social media, which are very cost effective, to on street and specialist recruitment agency partners.” > "A wide selection of sample sources, both traditional and modern, helps to ensure you capture insights from the right mix of voices." > > - Maria Twigge, Research Director at FlexMR However, even if we know who our perfect sample are and where to find them, we need to understand that successful recruitment statistics are lower than we’d like, and it is harder than we realise to get research participants on board. Kerry Hecht mentions that “recruiting for communities often requires us to walk the line between qualitative and quantitative recruitment. A conversation I find myself having often, about this topic, is quantity over quality. Somehow, we've come to accept participation rates of 25% or less. With that in mind, I think that you should be able to justify the need for larger sample sizes and that justification should go beyond - we expect low participation rates. Do you need the numbers to be large enough to compare sub-groups?” | ![Tweet from FlexMR](https://blog.flexmr.net/hs-fs/hubfs/Website_Files/Images/Icons/tweet-flexmr.png?width=40&height=33&name=tweet-flexmr.png) | ***Tweet This*** | | --- | --- | | [Kerry Hecht and Maria Twigge share great advice on how to build the perfect qualitative sample for any research project through any challenge.](https://ctt.ac/G1d9_) | | Recruiting respondents from here should be easier right? Unfortunately, recruiting respondents doesn’t automatically ensure they are going to be engaged in the research process. From the insight experts point of view, there are actions we can implement to make sure the sample is relevant and ready to participate fully in the research project. Kerry explains that “insights experts should recruit in a way that matches the methodology using both qualitative and quantitative tools. We should be verifying IP addresses, asking open-ended questions, asking for video submissions and we should do that over multiple phases with at least some portion of it happening on the platform the community will ultimately be housed in.” Kerry elaborates on this, saying that “multi-phase screening can be automated and it's the only way that we can ensure we're dealing with not just real people but the right people. Time and time again, we are asked to skirt this process to save money and when we conceded to that - we end up with a community full of fake people.” Lastly, finding the right incentive is important for both driving the right people into your research project and engaging them throughout the insight generation and activation process. Kerry comments “it seems like, more and more, we're asked to find people to participate in projects with little to no monetary incentives \[and\] we are not willing to give information on the research project, topic and findings.” We need to learn to fill research participants in on why this research is being conducted, what stakeholders expect to do with the insightful outcomes and what changes are looking to be made. We need to use our common sense, as Kerry says, “if you're asking people to do something you wouldn't do - you should manage your expectations.” Build the research experience you would go through yourself, and the perfect sample will follow. [![Insights Empowerment](https://blog.flexmr.net/hs-fs/hubfs/Marketing_Files/CTAs/cta_insight_empowerment.png?width=1000&name=cta_insight_empowerment.png)](https://www.flexmr.net/about/) #### About FlexMR We are The Insights Empowerment Company. We help research, product and marketing teams drive informed decisions with efficient, scalable & impactful insight. #### About Emily James As a professional copywriter, Emily brings our global vision to life through a broad range of industry-leading content. #### Stay up to date ## You might also like... ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/pilot_studies_customer_connection.png) ### [How Pilot Studies Power Customer Co...](https://blog.flexmr.net/pilot-studies) The clue is in the name – a pilot study is essential in getting your research ‘off the ground’! A pilot study is a small-scale “trial run” conducted before launching the main research project. Its pur... [Continue reading](https://blog.flexmr.net/pilot-studies) 7 MIN READ ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/casual_conversation_iosetta_santini.png) ### [A Casual Conversation... with Ioset...](https://blog.flexmr.net/casual-conversation-iosetta-santini) Most research projects still currently end with a powerpoint report and a debrief. This has become deeply entrenched as the industry standard, and it is what stakeholders have come to expect when they... [Continue reading](https://blog.flexmr.net/casual-conversation-iosetta-santini) 4 MIN READ ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/challenge_customer_research_salience.png) ### [Using Customer Research to Reform R...](https://blog.flexmr.net/customer-research-reform-processes) Customer research is a concept all insight experts are familiar with, have to be familiar with to be good researchers in our industry. We understand that customer research is vital to informing succes... [Continue reading](https://blog.flexmr.net/customer-research-reform-processes) 7 MIN READ ![](https://www.flexmr.net/skin/images/images-custom/48f118ee-cef9-42d6-b60b-5575d5ac26e3-flexmr_footer.svg) - [Home](https://www.flexmr.net/) - [Contact Us](https://www.flexmr.net/contact/) - [Privacy Policy](https://www.flexmr.net/legal/privacy/) - [Cookie Policy](https://www.flexmr.net/legal/cookies/) - [Terms of Use](https://www.flexmr.net/legal/terms-of-use/) [Follow us on Facebook](https://www.facebook.com/flexmr/) [Follow us on Twitter](https://twitter.com/_flexmr) [Follow us on LinkedIn](https://www.linkedin.com/company/flexmr) [Follow us on YouTube](https://www.youtube.com/c/FlexmrNetOnlineResearch) [![Grit Top 50 Logo](https://www.flexmr.net/uploads/photo-gallery-include-images/34/44258f4d-7452-40d6-bb23-0e220c8ba21f.png)](https://www.greenbook.org/mr/grit/business-innovation-edition) [![ISO 27001 Alcumus](https://www.flexmr.net/uploads/photo-gallery-include-images/34/fa89f9b3-d866-43b8-8de0-4a052a9053d8.png)](https://www.alcumus.com/en-gb/certification/iso-27001/) [![Cyber Essentials Plus Logo](https://www.flexmr.net/uploads/photo-gallery-include-images/34/cba57df6-75a2-4544-9599-dcc0c2f14b79.png)](https://blog.flexmr.net/hubfs/Public_Files/Other/FlexMR_Cyber_Essentials_Certificate.pdf?__hstc=163229475.dde2c3d212762f49b059c9f62e7537a0.1624542718433.1626339489304.1626701624468.7&__hssc=163229475.2.1626701624468&__hsfp=3142549060) © FlexMR 2021. All rights reserved. ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Emily James", "url" : "https://blog.flexmr.net/author/emily-james" }, "dateModified" : "2022-05-04T14:33:29.559Z", "datePublished" : "2022-05-04T09:49:30.000Z", "headline" : "Building the Perfect Qualitative Research Sample", "image" : [ "https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/build_perfect_qual_research_sample.png" ], "mainEntityOfPage" : { "@id" : "https://blog.flexmr.net/build-perfect-qual-research-sample", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.flexmr.net/hubfs/Website_Files/Images/Logos/flexmr_logo_amp.png" }, "name" : "FlexMR" } } ```