Finding the professionals who actually book team events

A research team partnered with CleverX to understand how companies plan and choose team-building activities and employee events. The goal was 30-minute moderated video interviews with professionals who have real authority over these decisions, concentrated in one specific metro area.

• "Involved in team events" is easy to overclaim, so the study needed people with real decision authority.
• The target was geographically tight, limited to one region rather than the whole country.
• Combining a specific location with a specific decision role made for a very narrow group.
• People who only attended events, or only handled logistics afterwards, had to be excluded.

CleverX layered a location check with a precise decision-role check.

• The first screener question placed people by work location and ruled out anyone outside the target region.
• The second qualified only those who made, shared, or meaningfully influenced the booking decision.
• Attendees and after-the-fact coordinators were screened out on purpose.
• Interviews ran 30 minutes over video to reach busy decision-makers.

• Interviews completed with verified event decision-makers, from a deliberately narrow pool.
• A deliberately hard 7% qualification rate (6 of 106) reflects how narrow the target was.
• 65% of people screened worked outside the target region and were correctly filtered out.

• Stacking a location check and a decision-role check is what isolates a truly precise business sample.
• A low qualification rate is expected when both location and authority are strict requirements.
• A higher incentive is worth it when the qualified group is small and senior.