A micro-targeting approach that makes use of social media platforms for data collection and identifies like-minded consumers sharing specific traits.
Potential respondents can be identified through snowballing on WhatsApp and be asked to submit videos/photos/titbits, etc. as a part of pre-tasks before actual IDIs/FGDs
Run small contests on Instagram where consumers can participate in tasks/activities in return for rewards
Put out feelers on various pages/ groups (movie, travel, art, lifestyle pages, etc.) on Facebook to reach an otherwise less inaccessible Target Groups
Fulfils the need for recruiting more evolved/ active consumers and has a positive outcome across the research process
Minimises field involvement, reduced recruitment costs. Reach TGs, which the field teams find difficult to recruit (e.g., people with high SEC or belonging to special interest communities like movie, theatre, travel/ art/ fitness, bloggers, etc.)
SUPERIOR QUALITY RESPONDENTS:
People who are directly involved with specific categories and are eager to share their stories, but are hesitant in engaging through a F2F platform (shy moms, moody teenagers, etc.)
RICH INSIGHT GENERATION:
Access into the lived experiences of consumers using interactive tasks and activities by involving consumers in various co–creation processes, fun contests, etc.