Reading a feasibility quote you did not write
A single number with a timeline attached is a claim about eight separate things, four of which are properties of the panel rather than of your audience.
Outline. Each heading below carries one line saying what the section has to establish. Expand each into two to four paragraphs, put at least one number or worked example in the piece that nobody else could publish, then delete this note.
Feasibility arrives as one figure and a date. Underneath it is a chain of multiplications, and the buyer can see about half of them.
The chain, written out
Audience definition through to response inside the window. Show it as a table with a running remainder.
The four factors that belong to the panel, not to your brief
Activity, participation caps, prior exposure to similar work, response rate in the window.
Point estimates imply a precision the data cannot support
Argue for ranges on self-reported B2B audiences, and say who pays when the range is hidden.
A quote that arrives too fast was not computed
What a real feasibility check has to touch, and roughly how long that takes.
Questions that change the answer
Ask for the factors, not the total. Ask which market has the thinnest profile coverage.
When the right answer is that it is not reachable
Fielding an impossible brief costs three weeks and a shortfall, and the buyer still has no answer.
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What a Partner Audit Changed
A supply partner walked the participant entry end to end before opening volume. Three of the things they asked for were things we had been meaning to do.
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Reading a sample supplier’s quality report
Most quality reports are written to survive being read, not to be used. A handful of questions separate the ones with measurement behind them.
4 min read -
Three hops and the loss of provenance
Sample rarely travels in a straight line. Each time it changes hands something specific is lost, and by the third hand nobody can tell you where a respondent came from.
4 min read
