A recent project was to recruit and interview medical and pharmaceutical professionals; doctors, pharmacists, CCG leads and wholesalers.
The key objective was to gather opinions of some current prescribing practices. To establish reaction to a potential new medication delivery method.
Our challenge was to identify and recruit doctors and other medical professionals who met some very strict criteria. They had to have current experience of the target age groups for the new delivery methods. These were young children and older or geriatric patients. Doctors had to have experience of prescribing and pharmacists had to have experience of dispensing
We had challenging quota set for all types of participants across all four sectors. They had to have very specific experience of particular age groups. They also needed experience of specific conditions and an awareness of different medication delivery systems.
A major issue when researching this sector is establishing our research credentials. It is an important element of market research that we are able to reassure those we are interviewing that we are carrying out genuine market research. This is especially important currently because of the number of unsolicited sales and phishing calls that people can receive.
We provide as much information to potential participants as we can. Individually we always mention the Market Research Society Code of Conduct and explain that we guarantee their anonymity. We explain why the research is being carried out and describe in general terms the kind of organisation who have commissioned the research.
We recruited participants and agreed a suitable date and time for us to call them for the interview. The interview lasted for about 20 minutes, so it was important to make sure that participants had sufficient time to answer the questions fully. We recorded the interviews with participants’ permission. The recording enabled us to create a record of the interview which was then used in the analysis of the responses.
An essential element of the recruit was providing and managing the incentive payment to participants. We offered a range of options for the incentive, including cash paid direct to bank accounts, shopping vouchers or donations to a charity of their choice. We organised the payments to be made within three days of the interview to give participants the final reassurance about their participation in the survey.
All in all, this project tuned out to be just what the Doctor ordered!