Online survey: advertising media buyers

A global technology company wanted to collect feedback about their digital advertising platform from professional media buyers around the world. It was facing challenges in obtaining sufficient responses in Australia and Japan from media professionals who had decision-making authority and budget oversight.

We were brought in to manage a qualitative recruitment process that aimed to pick up around 30 more respondents who worked for the media departments of traditional integrated advertising agencies, specialist media buying agencies, or performance (pay-per-click) ad agencies based on a detailed screener. Respondents who screened in were then asked to complete a 15-20 minute online survey which had already been used in other markets.

This was a challenging recruit because the end client needed to obtain feedback from larger customers and representatives of the leading multi-national ad agencies which were fewer in number and harder to engage with than people working for smaller agencies. Nevertheless, with support from in-country specialists, FieldworkHub was able to find 28 respondents in Australia and 32 respondents in Japan, almost 90% of whom went on to complete the quantitative questionnaire. This enabled the global survey work to be concluded successfully and the results and insights delivered to the end client.

• More on how FieldworkHub successfully navigates recruitment challenges
• FieldworkHub’s advice for maximising success in B2B market research