A clear design
Look for research questions, selection principles, methods, limitations and deliverables. “Learn everything about the audience” is not a verifiable scope.
PRACTICAL GUIDE
How to assess research and recruitment quality
Check question fit, participant relevance and the reasoning from evidence to recommendations.
01
Before fieldwork
Verifiable criteria
Screening should identify relevant experience without coaching answers. For B2B, agree appropriate evidence of role and relevance.
Piloting and field rules
Check instrument comprehension and define incomplete or unsuitable material before full collection. Controls depend on the method.
02
In the final output
Evidence behind findings
Look for supporting material, patterns and exceptions. An attractive slide or memorable quote is not a substitute for analysis.
Appropriate generalisation
Subgroup sizes, selection and limitations should support the level of inference. Do not generalise convenience samples to an entire market without justification.
Recommendations tied to problems
Understand the evidence, proposed mechanism and test for each recommendation. Research reduces uncertainty; it does not by itself guarantee growth.
LOOYS / RESEARCH