The purpose and value of pre-tasking (or we prefer to call it ‘groundwork’)

24th October 2014

We challenge the widely-used term ‘pre-tasking’; we prefer to call it groundwork…it sounds less onerous and more collaborative.

We occasionally get challenged on whether it’s appropriate to set groundwork for participants to complete prior to attending group discussions.  There are of course occasions when it’s not appropriate (for example creative development research when we don’t want to pre-sensitise participants), but from our experience, for the majority of research projects, it’s an incredibly valuable tool.

The purpose and value of groundwork…

We know from experience it’s incredibly difficult for consumers to recall, with any accuracy, what’s in their store cupboards, or the factors which determine their behaviour.  Groundwork allows participants to come to the group with a considered view of the topic at hand, and avoids generic and subjective conversations during discussions.

Setting groundwork also allows participants to come to the research in the right mindset, negating the need for lengthy contextual discussions when research time is squeezed or when we need the nub of research to be reached quickly and efficiently within the groups.  Considered points of view are also more likely to be formed on the topic instead of coming to the groups cold.

Not only are they effective at allowing the research process to be efficient, but it’s a great motivational tool too; it gets participants interested and engaged and encourages participation rather than just response to questions…an important result that allows deeper insights to be attained.