Question 1

When should I run IDIs after a survey to explain unexpected results?

Accepted Answer

You should schedule in-depth interviews (IDIs) whenever a survey yields puzzling or unexpected findings that need more context and explanation. This typically means right after analyzing the survey results-while the data is still fresh-to probe into the why behind the numbers. For example, if a particular segment of respondents gave an unusual answer pattern or a key metric moved opposite to expectations, follow-up IDIs with some of those participants can clarify their reasoning or reveal hidden factors. It's best not to wait; conducting interviews soon after ensures people still recall their survey responses and that insights can feed into decisions promptly. In short, plan IDIs as the next step whenever the survey alone doesn't tell the full story of your findings.

Question 2

When should surveys be used to validate qualitative findings in research?

Accepted Answer

Surveys should be used to validate qualitative findings once exploratory research (like interviews or focus groups) has identified themes that need confirmation at scale. For example, if in-depth interviews reveal a new customer pain point or idea, a follow-up survey can test how widespread that view is and measure its intensity across a larger sample. This step ensures those qualitative insights aren't just anecdotal by attaching hard numbers and statistics to them, giving you confidence that the patterns observed hold true broadly. Essentially, survey validation comes in the later research stage to reinforce qualitative learnings with quantitative evidence before you make strategic decisions, confirming which insights are truly widespread and which might be outliers. Without this check, there's a risk that a compelling anecdote from a small sample could be mistaken for a broad trend.

Question 3

How are organizations holding suppliers accountable for DEI in research?

Accepted Answer

Organizations are holding research suppliers accountable for diversity, equity, and inclusion (DEI) by setting clear expectations and tracking metrics on participant and staff diversity in projects. For instance, many clients now ask their research vendors to report the demographic makeup of survey samples or focus group participants to ensure underrepresented populations are included. Companies also embed DEI requirements in RFPs and contracts — such as mandating that the supplier's research team itself is diverse and that methodologies are inclusive and accessible (for example, accommodating different languages or disabilities in surveys). Some organizations use scorecards or periodic business reviews where suppliers must show progress on DEI commitments, like meeting targets for diverse hiring or inclusive recruiting practices; by tying supplier evaluations and ongoing partnerships to these metrics, companies create real accountability and push vendors to uphold high inclusion standards in all research work.

Question 4

How can I measure ROI from influencer partnerships effectively?

Accepted Answer

Effectively measuring Return on Investment (ROI) from influencer partnerships means tracking both direct conversions and broader brand impact from each collaboration. First, capture direct metrics: use unique tracking links, affiliate codes, or UTM parameters to attribute website traffic, sign-ups, or sales to a specific influencer's content. This lets you calculate immediate revenue against the cost of the partnership. But ROI isn't just about direct sales — also assess brand lift and engagement. For example, monitor social engagement (likes, shares, comments) relative to benchmarks and run surveys or brand lift studies to see if the influencer campaign improved awareness, consideration, or sentiment in your target audience. It helps to compare outcomes to a control or pre-campaign baseline to isolate the influencer's impact. By combining hard conversion data with changes in brand perception, you get a holistic view of whether the influencer partnership delivered true ROI beyond vanity metrics.

Question 5

How do I prove ROI from targeted research with hard-to-reach audiences?

Accepted Answer

Proving ROI (Return on Investment) from research with a hard-to-reach audience means linking that research directly to clear business outcomes. Studies with niche or elite participants are costly, so identify what decisions or successes came from those exclusive insights. For example, if interviews with C-level executives (a hard-to-reach group) uncovered a key pain point that led to a new product feature, quantify that feature's impact--did it help win a major deal or boost revenue in that segment? Alternatively, the research might have prevented a costly misstep by revealing a strategy that wouldn't resonate, thereby saving wasted investment. Document those cases as evidence. Essentially, trace the money spent on the targeted research to the changes it informed that either saved money or drove new revenue. When the value generated (in dollars or strategic gains) clearly exceeds the research cost, you've demonstrated a strong ROI.

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Market Research FAQs with Expert Insights

When should I run IDIs after a survey to explain unexpected results?

When should surveys be used to validate qualitative findings in research?

How are organizations holding suppliers accountable for DEI in research?

How can I measure ROI from influencer partnerships effectively?

How do I prove ROI from targeted research with hard-to-reach audiences?