Qualitative Research Quality Control

The right people, in the room, ready to talk

These are the standard steps on every qualitative project. For sensitive or high-value studies we add more.

1

Before recruitment

Every city works from the same brief and screener.

2

During recruitment

Senior staff check and verify every candidate.

3

On the day

ID and key answers are checked again at the door.

4

After fieldwork

Every respondent is logged, graded and kept on record.

Before recruitment

  • A detailed brief and the translated screener go to every local team before they start.
  • One central briefing for all cities, led by a senior UniqueView supervisor, so every team hears the same message.
  • No team starts until every question about the brief and screener is answered.

During recruitment

  • Several recruiters per project, never more than three respondents from any one, for diversity and less risk of cheating.
  • Only around 70% of the screener is shared with recruiters. Senior staff ask the rest themselves.
  • Every candidate is called by a senior supervisor, who runs the full screener, probes with extra questions only a genuine respondent could answer, and assesses how articulate and engaged they are.
  • Proof documents for every respondent, such as ID plus project-specific evidence. For mothers of under-3s: ID, the child’s birth certificate, a family photo and a photo with the product, plus photos of the home where income or lifestyle criteria apply.
  • Database checks against past participation within your exclusion period.
  • Home visits for selected projects, to verify identity and lifestyle.
  • If a recruit fails a check, they are replaced and the recruiter is retrained before continuing.

On the day

  • Respondents bring original ID and any products or photos, checked before they go in.
  • Key screener questions are asked again, and answers must match.
  • A photo of every respondent is taken for our records.
  • We always over-recruit for groups, so no-shows don’t cost you a session and the best candidates can be chosen.

After fieldwork

  • Every participant is logged in our database as proof of participation.
  • Screened-out or suspicious candidates are flagged so they are excluded from future work.
  • Respondents are graded on quality for future reference.