Key takeaways
- Estimate incidence from real panel data, not assumptions.
- Prioritise quotas; every extra cell multiplies difficulty.
- Agree fallback options before fieldwork begins.
A sample plan that looks good on paper can fall apart in fieldwork when the audience is small. Feasibility work up front prevents delays and budget overruns.
Start with incidence
Incidence is the share of contacted people who qualify. For niche audiences it can be a fraction of a percent, so small errors in the estimate turn into large cost and timeline gaps.
Planning steps
- 1
Define the qualifying profile
List must-have and nice-to-have criteria so you know where flexibility exists.
- 2
Size the universe
Use panel counts and external data to estimate how many qualified professionals exist.
- 3
Set realistic quotas
Limit cells to those that drive decisions. Each extra quota slows the study.
- 4
Plan fallbacks
Agree what happens if incidence is lower than expected: widen criteria, extend field, or reduce sample.
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