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Recruiting Alchemists Not Just Representatives Using Big 5 Personality Traits to Ensure Participants are Qualified to Make Ideas Better Not Safer

Total Credits: 1 Advance Credits

Average Rating:
Project Management |  Research Design
Peter Totman
57 minutes
Audio and Video
Original Program Date:
Jan 31, 2020


Recruitment is often seen as the boring end of the process - methodology has always been the sexy bit, right? Wrong — the sexiest methodology in the world falls flat without the right participants. This is the story of how we used the Big 5 personality theory to find the people are methodology deserved - and unique experiment we conducted to find the sweet spot.


Peter Totman Related Seminars and Products

Head of Qualitative Research

Jigsaw Research

eter is an experienced/seasoned/veteran (take your pick) qualitative researcher with 30 years of experience. He is still getting to grips with what qualitative research actually is – which keeps him curious!

Peter has worked in research and advertising agencies in the UK and US, and in 2005 he joined Jigsaw Research to head up its qualitative offering. Having worked across a wide range of different sectors, Peter particularly enjoys social and brand and communication work. Peter is a seasoned conference presenter and a familiar face to QRCA, MRS and ESOMAR audiences.