With over eight and a half million residents, New York City is one of the best locations for conducting market research in the country. Drive Research is well-equipped to target respondents here for almost all methodologies.
Recently, we completed a study with a leading Staten Island media agency to gather the opinions of construction workers in New York City.
The main goal of this research initiative was to build an understanding of how construction workers seek legal help if they become injured on the job. A summary of the results were presented to the client along with visualizations of the data. The findings offered the client a product to sell or demonstrate thought leadership to attorneys in the NYC metro area.
What follows are the objectives, approach, and outcomes from this construction worker market research project.
We entered the minds of construction workers in New York City in this study to understand how they seek legal help if they are injured on the job. 101 workers took our online survey to share what steps they might take and what drives their decisions.
Objectives
In October 2018, Staten Island Advance partnered with Drive Research on a market research effort. This market research study provided the client with the necessary data to better understand key insights and data points for its target markets.
Among the target respondents, the primary objectives of the research were to collect data on the decision-making process to select attorneys and assess current limitations in selecting an attorney (e.g. union). Secondary objectives were also addressed within the research.
Approach
To address the objectives at-hand, Drive Research recommended the following market research approach. Drive Research conducted a mini-kickoff meeting with the client to discuss survey questions and objectives. The team then passed the client a draft questionnaire to review and finalize before programming began for the online survey.
Online surveys are cost-effective, offer a quick turn-around, are measurable, and gather quality feedback. This offers several advantages over phone surveys or mail surveys
Drive Research followed an exclusive in-house approach our team has built for market research projects. Our method uses a step-by-step and task-oriented approach to project management from kickoff through completion.This includes a kickoff meeting, workplan, survey design, programming, testing, fieldwork, analysis, and reporting.
Drive Research administered an online survey to the targeted geography for the client in New York City. Our team used targeted Facebook advertising to a random set of residents in the market. This process has worked extremely well for surveys in the NYC and surrounding area. The advertisement encouraged a link to participate in the short 10 question survey on the Drive Research website.
Fieldwork for the survey began on October 24 and lasted until November 5. The survey consisted of 10 questions and took respondents an average of 4 minutes to complete. Several objectives and topics were covered in the 10 question study to build an understanding of the New York City construction worker target and how they make decisions on an attorney.
A total of 101 responses were collected. This offers a +/- 10% margin of error for a survey with a random population of respondents at the 95% confidence level. This means if the survey were conducted 100 more times, 95 of out 100 times the results would yield within +/- 10% of the stated totals in the report if the sample was truly randomized.
Outcomes
The results of the study remain confidential with Staten Island Advance. However, the survey answered several questions based on the key objectives of the study. The list below includes some example primary and secondary objectives.
1. How many construction workers in NYC are part of labor unions?
2. Do labor unions require workers to use specific attorneys if they were injured on the job?
3. What factors matter most to construction workers when selecting an attorney?
4. What sources are used to learn about potential attorneys?
5. How many construction workers have been injured on the job?
6. Do workers think about which attorney to hire before or after an injury has occurred?
7. How much influence does a significant other have on the decision to hire an attorney?
After the study was completed, several deliverables were passed to the client. This included a summary of the key findings, recommendations and action items based on the data, and question-by-question survey results with several cross tabs. These cross-tabs included injury history and when workers think of an attorney.
Contact Our Market Research Company
Drive Research is a market research company in NY. We work with a number of clients in a variety of industries to execute market research projects. Our team assists with setting up objectives, defining a methodology, executing fieldwork, analysis, and reporting.
Questions about an upcoming project? Contact us below.
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Text us at 315-303-2040