Recruitment and Fieldwork

The Crucial Role of Recruitment and Fieldwork in Thai Market Research

Recruitment and fieldwork are cornerstone processes in market research, particularly in a culturally rich and diverse country like Thailand. These elements are vital for ensuring the quality and reliability of research outcomes, as they directly influence the data collection process and the representativeness of the sample.

Challenges of market research in Thailand

Conducting market research in Thailand presents unique challenges due to its distinct cultural and social characteristics:

Language Barriers:

While Thai is the official language, there are several regional dialects.
In rural areas, some older respondents may not be fluent in standard Thai. English proficiency varies, potentially limiting the pool of international researchers.

Social Hierarchy:

Thailand’s strong sense of social hierarchy can affect respondent-researcher interactions. Younger researchers may face difficulties when interviewing older or higher-status respondents.

Face-Saving Culture:

The concept of “saving face” may lead respondents to avoid negative responses or criticism. Indirect communication styles can make it challenging to obtain straightforward answers.

Urban-Rural Divide:

Significant differences exist between urban (especially Bangkok) and rural populations in terms of lifestyle, values, and access to technology. This divide necessitates diverse recruitment and fieldwork strategies.

Religious and Cultural Sensitivities:

Respect for Buddhism and the monarchy is crucial. Certain topics may be considered taboo or inappropriate for discussion.

Technological Disparities:

While urban areas are technologically advanced, rural regions may have limited internet access. This affects the feasibility of online recruitment and survey methods in different areas.

Time and Schedule Flexibility:

The Thai approach to time can be more fluid than in Western cultures. This may impact scheduling and punctuality in fieldwork activities.

Our strategies for success

• Our team consists of local researchers familiar with Thai culture and regional nuances.
• If necessary, we provide cultural sensitivity training for international team members.
• We adapt recruitment and fieldwork methods to suit different regions and demographics.
• We leverage technology where appropriate, but are prepared with alternative methods for less connected areas.
• We are ready to build flexibility into research timelines to accommodate cultural norms around scheduling.

Our Online Community and Recruitment Team

Iconic Research leverages a vibrant and engaged online community alongside a dedicated recruitment team to support your market research needs. Our community members are eager to participate in studies, providing reliable and timely feedback. By partnering with us, you can:

• Access Diverse Respondents: Benefit from a wide range of demographics and industries.
• Ensure High-Quality Data: We pre-screen our community members to guarantee reliability and relevance.
• Conduct Efficient Research: Utilize our streamlined processes to save time and resources.
• Engage with Respondents: Foster meaningful interactions to gather deeper insights.