Full audience research

1. Agreeing your project

Before payment, we agree the research question, participant criteria, number of interviews, deliverables, schedule, total price and payment schedule in writing. Your project agreement identifies the stages you are buying and any project-specific terms. These terms apply alongside that agreement; an expressly agreed project-specific provision takes precedence where they differ, subject to mandatory law.

The baseline full study starts at US$3,200. Prices are in US dollars. The final quotation depends on the participants, criteria and scope. It states all included costs, including any participant compensation, before you commit. Additional work or costs require your written approval.

You may commission stages separately. Recruitment and interviewing together start at US$2,200. We assess the suitability of existing material before agreeing an analysis-only project.

Applicable tax may be added to the stated price. The total amount, including any tax, is shown before you confirm payment.

Payment is in US dollars. If your account uses another currency, your bank or payment provider may apply its own exchange rate or fees.

Your order confirmation should identify the service, amount paid, order reference and the version of the terms supplied before payment. Please keep that confirmation with these terms. Contact us if it is missing or contains an error.

2. The trial is a separate purchase

You do not need to buy the US$200 trial before commissioning a full study. If you buy both at the published baseline prices, the total is US$3,400: US$200 for the trial plus US$3,200 for the full study. The trial’s five interviews are separate from the full study’s 20 interviews unless we expressly agree a different scope.

The trial has its own terms and uses participants invited from your audience.

3. Recruitment and participant availability

For the full study, we recruit people whose experience meets the agreed criteria, including people beyond your blog. Following your blog does not by itself make someone suitable.

We handle screening and coordination for the recruitment stage you purchase. The written project scope states what counts as completed recruitment, how non-attendance or withdrawals are handled and whether replacement recruitment or participant incentives are included. We agree these points before payment.

If recruitment is slower than expected or the criteria cannot be met, we tell you and propose a revised schedule or scope. We do not reduce the number of interviews or materially change the criteria without your written approval. If no revised plan is agreed, the project can be stopped under section 6.

Missed or incomplete interviews

A booking or non-attendance does not count as a completed interview. We first try to reschedule or arrange a replacement under the recruitment arrangements in your project scope. A participant may decline recording or stop an interview. Any change to the agreed interview count requires your written approval.

Interview completion and recruitment completion are different milestones. Your written scope must state when recruitment fees are earned and which replacements are included. A booked participant is not automatically treated as a completed interview.

4. Work, timing and deliverables

The baseline plan includes 20 interviews of 60–90 minutes, analysis, a report and a discussion of the findings. If you buy only some stages, only their agreed deliverables are included.

Allow roughly 3–4 weeks for recruitment and interviewing after the question is agreed. Analysis takes another 7–10 working days after the materials are available. Participant availability affects timing; we confirm your schedule in the project plan and communicate material delays.

The interview stage provides recordings or transcripts and a descriptive summary, in the format agreed before work starts and consistent with participant permissions. The analysis stage provides findings, recommendations for testing hypotheses, a presentation and a review call.

You provide the agreed information and feedback and make time for the scheduled calls. Changes to the question, criteria or deliverables may change the price or schedule, but only after written agreement.

If you need to pause

If you cannot provide agreed information, feedback or attend a call, please tell us. We agree a pause and revised schedule in writing. If we cannot reach you, we send a written reminder and pause the work that depends on your response.

A pause does not automatically forfeit your payment. Before restarting, we confirm team and participant availability and any effect on the project plan. Additional costs require your written approval. If the project is closed instead, the cancellation rules apply.

5. What research can establish

Qualitative research explains experiences, decisions and reasons. The number of interviews does not establish how common a view is across an audience. We distinguish participants’ accounts, our interpretation and proposed actions, and explain the limits of the evidence.

We do not guarantee sales, conversions, audience growth or the commercial success of a recommendation. We remain responsible for providing the agreed service with reasonable care and skill.

6. Stopping work and refunds

The project agreement states when work starts and the payment schedule. If you cancel before any work starts and before any expressly authorised, non-recoverable third-party cost is committed, we refund payments made for the project in full.

After work starts, you may cancel by emailing hello@askcraftlab.com. We stop further work and account for completed work and expressly authorised third-party costs that cannot be recovered. We refund any remaining prepaid amount. We do not charge for unperformed work or count the same cost twice.

The calculation follows the agreed stage fees and completion criteria. For a partly completed stage, any retained amount must be proportionate to work performed. We provide an itemised calculation. We cannot charge more than the agreed project price without your written approval.

If we cannot complete the agreed scope and no revised plan is agreed, the same accounting applies to unperformed work. This does not limit remedies for defective work or our breach of the agreement.

We initiate an agreed refund to the original payment method within 10 working days; your payment provider may take additional time. Once agreed work has been properly delivered, a change of mind alone does not entitle you to a refund. Mandatory rights and liabilities are not excluded.

7. Research materials and confidentiality

We explain recording, access and use to participants before interviews and obtain their agreement. Reports use participant codes rather than names. Context can still identify someone, so you must handle supplied materials confidentially and use them only for the agreed research purpose.

The project agreement specifies which recordings or transcripts you receive. We arrange the necessary participant permissions before sharing identifiable materials; confidentiality commitments and participant rights continue to apply.

We delete the recordings and transcripts we hold within 90 days after the final deliverable, or closure of an unfinished project. Specific material may be retained longer where required by law or an active dispute; access is restricted and the need is reviewed. Copies delivered to you must be handled under the retention and access arrangements agreed for your project.

We do not publish client project materials without written permission. That permission does not replace any participant permission needed. See our privacy information.

Checking your report

If you find a factual error or an agreed deliverable is missing, email us with the relevant section and what needs attention. We review the issue and correct errors or supply missing agreed work without an additional fee, within a timeframe we confirm with you.

Research may challenge your initial assumptions. Disagreement with a supported finding does not by itself mean the work is defective. You can ask us to explain the evidence and reasoning. New research questions, extra interviews or additional deliverables require a separate agreement.

This process does not remove any rights or remedies for work that fails to meet the agreement.

Using the report

You may use the paid-for report and its findings in your business, including to develop content, products and services. You may share it with employees and contractors who need it for that work, provided they keep confidential material secure and respect the agreed research purpose.

This permission does not authorise publication of identifiable participant material, recordings or full transcripts. Before publishing quotations or extracts that could identify a participant, agree the necessary permissions with us. Removing a name alone may not prevent identification.

Ownership of pre-existing methods and materials is not transferred by this permission. Any wider publication, resale or transfer of rights is agreed separately in writing.

8. Company and governing law

AskCraft is operated by NERIDIAN PARTNERS LTD, company number 16561252. Registered office: 85 Great Portland Street, London, United Kingdom, W1W 7LT.

For questions, cancellations or complaints, email hello@askcraftlab.com with your project reference and the issue. We will review it and discuss a resolution.

These terms and your research agreement are governed by the law of England and Wales. The courts of England and Wales have jurisdiction, subject to mandatory law. Nothing here excludes rights or liabilities that cannot lawfully be excluded.

The version supplied when you agree the project applies. Ongoing research and additional work require a separate agreement.