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Gaining design insight through recruiting research participants

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  • 1. Gaining design insights from your research recruiting process Dana Chisnell @danachis
  • 2. Lesson learned
  • 3. How long? How often? How bad? Medications? Employed? Insurance?
  • 4. TERMINATE (interview).
  • 5. Recruiting as user research: bonus data
  • 6. Recruiting as user research: conversational interviews
  • 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. Steps to recruiting happiness • • • • Sourcing Screening Scheduling Compensating
  • 9. Do it yourself. keep it in house bond closely with consistent resource
  • 10. Include the recruiter in the study planning
  • 11. Objective of the study Format of the sessions Behavior to be observed
  • 12. First contact This is part of the customer experience
  • 13. Recap: • • Recruiting is part of the research. You should do it yourself.
  • 14. 1. Sourcing Snowball recruiting can be more effective than your database
  • 15. Sources • • • • • • • • Snowball Online social networks Churches, school groups, social clubs Professional associations User groups, conventions, and conferences Support groups Intercepts Craigslist
  • 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 Panels • Can take time to get a pull from a company database • • • Customer data is out of date People have to opt in Some make a living responding to surveys and doing studies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. Biases: Every sample has a bias. Mix them up.
  • 18. 2. Screening The art of the open-ended interview.
  • 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. 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. 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. Behavior versus demographics • • Demographics don’t predict behavior Focus on actions you want to observe
  • 23. Behavior versus demographics • • Regulations may bound age ranges Beware targeted segments
  • 24. plays first-person shooter games downloads movies applies for benefits files claims buys groceries books hotels shares photos
  • 25. Classifiers • Attributes that may indicate differences in behavior
  • 26. Set expectations • • • • • • • Recording NDAs Homework Possible personally identifying information Using their device or yours Alone or with other participants Being observed
  • 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. More hints • • • Ask all the questions You’ve just started a relationship Respondents get invested
  • 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. Coming up • Scheduling • Compensating participants • Case studies
  • 31. Break Questions & Answers
  • 32. • Scheduling • Compensating participants • Case studies
  • 33. 3. Scheduling It’s all about tradeoffs.
  • 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. 4. Compensation Be as generous as possible.
  • 36. Compensation, not incentive
  • 37. Pay or gift? • • • • • Compensate as soon as possible Cash is ideal Gift cards can work Licenses or subscriptions Donations
  • 38. Remember to thank the people who helped you find participants, too.
  • 39. Send a thank-you note.
  • 40. Gaining design insights from the research recruiting process
  • 41. Case 1: Usability test of a health monitoring app • People with epilepsy who track symptoms and meds
  • 42. Questions What’s it like to have this condition? Have you always had it? How do you cope? Tell me about meds.
  • 43. Surprise A lot of the people we wanted to meet were not patients. They were caregivers.
  • 44. Case 2: Interviews about travel experiences • People who travel between two major cities • A mix of business travelers, pleasure travelers, and weekenders
  • 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. Surprise It’s not just the purpose of the trip, it’s the people you’re with.
  • 47. Case 3: Usability test of a hotel booking site • People who stay in hotels when they travel
  • 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. Surprise We actually wanted people who book their own hotel rooms.
  • 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. Summary • Open-ended screening reveals nuances that can bust your assumptions • You may lose real users if you aren’t • • • open flexible attentive
  • 52. Bonus tip! • • • Confirm the appointment by email Remind the participant by email Remind the participant by phone
  • 53. usabilitytesting.wordpress.com