Gaining design insight through recruiting research participants

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Gaining design insight through recruiting research participants

  1. 1. Gaining design insights from your research recruiting process Dana Chisnell @danachis
  2. 2. Lesson learned
  3. 3. How long? How often? How bad? Medications? Employed? Insurance?
  4. 4. TERMINATE (interview).
  5. 5. Recruiting as user research: bonus data
  6. 6. Recruiting as user research: conversational interviews
  7. 7. How do I get started? Where do I find people? What do I do with old customer data? Why is recruiting so time-consuming? How can I stop no-shows?
  8. 8. Steps to recruiting happiness • • • • Sourcing Screening Scheduling Compensating
  9. 9. Do it yourself. keep it in house bond closely with consistent resource
  10. 10. Include the recruiter in the study planning
  11. 11. Objective of the study Format of the sessions Behavior to be observed
  12. 12. First contact This is part of the customer experience
  13. 13. Recap: • • Recruiting is part of the research. You should do it yourself.
  14. 14. 1. Sourcing Snowball recruiting can be more effective than your database
  15. 15. Sources • • • • • • • • Snowball Online social networks Churches, school groups, social clubs Professional associations User groups, conventions, and conferences Support groups Intercepts Craigslist
  16. 16. Panels • Can take time to get a pull from a company database • • • Customer data is out of date People have to opt in Some make a living responding to surveys and doing studies
  17. 17. Biases: Every sample has a bias. Mix them up.
  18. 18. 2. Screening The art of the open-ended interview.
  19. 19. The art of the interview • • This is not a test. • Frame the conversation based on the study objectives • Get the respondent to volunteer information It’s a conversation to learn about the person
  20. 20. Be open • • • • “tell me about...” “when was the last time you...” “say more about that...” “what’s the thing you like most about x...?”
  21. 21. Know who shouldn’t be there • Create a question that will show a faker is a faker • Be clear about who you don’t want in your study
  22. 22. Behavior versus demographics • • Demographics don’t predict behavior Focus on actions you want to observe
  23. 23. Behavior versus demographics • • Regulations may bound age ranges Beware targeted segments
  24. 24. plays first-person shooter games downloads movies applies for benefits files claims buys groceries books hotels shares photos
  25. 25. Classifiers • Attributes that may indicate differences in behavior
  26. 26. Set expectations • • • • • • • Recording NDAs Homework Possible personally identifying information Using their device or yours Alone or with other participants Being observed
  27. 27. Name Books own travel? Business trips in 12 mo Pleasure trips in 12 mo Terry Y 25 2 Pat N 30 5 Tracy Y 10 1 Keith Y 9 2 Leslie Y 15 1 Ari Y 2 2 Kelly N 50 0 Erin Y 5 5
  28. 28. More hints • • • Ask all the questions You’ve just started a relationship Respondents get invested
  29. 29. So far • Treat recruiting like research • Recruiting is first contact • Every sample has bias • Use networks to find sources of participants • Focus on behaviors • Screening establishes a relationship
  30. 30. Coming up • Scheduling • Compensating participants • Case studies
  31. 31. Break Questions & Answers
  32. 32. • Scheduling • Compensating participants • Case studies
  33. 33. 3. Scheduling It’s all about tradeoffs.
  34. 34. Where = timing • Remote sessions offer the greatest flexibility • Visiting participants can make them more available • Going to you is actually the most timeconsuming for participants
  35. 35. 4. Compensation Be as generous as possible.
  36. 36. Compensation, not incentive
  37. 37. Pay or gift? • • • • • Compensate as soon as possible Cash is ideal Gift cards can work Licenses or subscriptions Donations
  38. 38. Remember to thank the people who helped you find participants, too.
  39. 39. Send a thank-you note.
  40. 40. Gaining design insights from the research recruiting process
  41. 41. Case 1: Usability test of a health monitoring app • People with epilepsy who track symptoms and meds
  42. 42. Questions What’s it like to have this condition? Have you always had it? How do you cope? Tell me about meds.
  43. 43. Surprise A lot of the people we wanted to meet were not patients. They were caregivers.
  44. 44. Case 2: Interviews about travel experiences • People who travel between two major cities • A mix of business travelers, pleasure travelers, and weekenders
  45. 45. Questions Tell me about the last time you made the trip. [If needed] Why did you make the trip? [If needed] Who were you with? [If needed] How long did it take? [If needed] How often do you make this trip?
  46. 46. Surprise It’s not just the purpose of the trip, it’s the people you’re with.
  47. 47. Case 3: Usability test of a hotel booking site • People who stay in hotels when they travel
  48. 48. Questions Tell me about your last trip. Where’d you stay? How did you decide where to stay? How did you make a reservation?
  49. 49. Surprise We actually wanted people who book their own hotel rooms.
  50. 50. Summary • Do it yourself or include the recruiter when you plan your study • Continuous, snowball recruiting prequalifies & expands the sample • • Biased samples aren’t all bad Open-ended, voice-to-voice interviews are key to show rates
  51. 51. Summary • Open-ended screening reveals nuances that can bust your assumptions • You may lose real users if you aren’t • • • open flexible attentive
  52. 52. Bonus tip! • • • Confirm the appointment by email Remind the participant by email Remind the participant by phone
  53. 53. usabilitytesting.wordpress.com

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