(Sample) Size Matters. But, maybe not as much as you think

One of the most basic elements of any research is sample size. We were taught that too small of a research sample provides inaccurate results. While this may be true for predicting election outcomes, it isn't always the case for customer experience or product research.

The answer to how large a sample size is required truly depends on the context. Before proceeding, consider the factors that will determine what sample size you'll realistically have access to.

How Large is Your Universe of Potential Respondents?

Will you be looking for insights only from current customers, or from people who have never used your products? Will you be asking questions of former customers who have churned? Will you be limiting your research to a specific geographic region? Depending on the type of research, you may get completed responses from as few as 5% or as many as 80% of the people you ask. In much of our experience, we see between a 40% and 60% response rate.

How Much Time Do You Have?

If you find yourself with a desperate need for audience insights and not a lot of time, this will impact the reality of your sample size. Getting more people to participate takes more time. However, working within a limited timeframe doesn't mean the research is not worth doing.

Are Your Goals Short-Term or Long-Term?

Are you looking to impact this quarter's earnings? Or are you looking to make changes that will be felt five years down the road? Your goals will help determine how many, and what type, of people you need to gather insights from.

Are You Looking for Narrow Insights, or Broad?

Research and analysis can focus as narrowly as one employee or as broadly as a global organization. The subject of your study factors into what your sample size needs to be in order to achieve valid results.

How Well Do You Already Know Your Audience?

If you've done prior research, or if you have very close relationships with your customers, you may be able to use existing knowledge to supplement your new research findings. There's a fine line between bringing additional context and dragging in pre-existing biases.

While bigger isn't always better, sample size does matter. The best next step is to speak with an experienced market researcher to examine these factors and come up with a plan to reach the right respondents for your needs.