Market Research
📋 Building a Research Plan
How many people you actually need, and how to find and screen them.
~7 min read
Depends on the complexity of the research problem and the homogeneity of the target group.
Expect a 5–15% response rate for B2B and 10–30% for B2C, with 10–25% of B2C data discarded during cleaning — increase your outreach numbers accordingly.
Build a screener that defines the profile of your respondents — country, age, income, education, marital status, children, skills, job title, company size, industry, experience, responsibilities, device requirements for remote sessions — grounded in your target participant profile, customer segment or early adopter from your Lean Canvas.
Approximate incentives depend on country and professional experience: in DE/US, a 1-hour moderated interview is around $100 (up to $150 for C-level); in CZ, around 1000 CZK as a gift card (e.g. Alza). Options include money or gift cards via platforms like Tango Card.