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Recruiting Better User Research Participants: UPA 2011

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Recruiting Better User Research Participants: UPA 2011

  1. 1. 23 June 2011<br />1<br />Recruiting Better User Research Participants<br />Recruiting Better User Research Participants<br />Principal of Research & Strategy<br />Electronic Ink<br />UPA 2011<br />23 June, 2011<br />
  2. 2. Why talk about recruiting?<br />23 June 2011<br />Recruiting Better User Research Participants<br />2<br />User research is only as good as the participants you recruit.<br />It’s difficult to recruit participants who …<br /><ul><li>Are representative
  3. 3. Can express themselves and provide useful information
  4. 4. Show up</li></li></ul><li>Why talk about recruiting?<br />23 June 2011<br />Recruiting Better User Research Participants<br />3<br />Have you ever …<br /><ul><li>Recruited someone who didn’t fit the profile or was just odd?</li></li></ul><li>Why talk about recruiting?<br />23 June 2011<br />Recruiting Better User Research Participants<br />4<br />Have you ever …<br /><ul><li>Recruited someone who lied to get into the study and was just in it for the money?</li></li></ul><li>Why talk about recruiting?<br />23 June 2011<br />Recruiting Better User Research Participants<br />5<br />Have you ever …<br /><ul><li>Recruited people who couldn’t express themselves?</li></li></ul><li>Why talk about recruiting?<br />23 June 2011<br />Recruiting Better User Research Participants<br />6<br />Have you ever …<br /><ul><li>Had too many no shows and cancellations?</li></li></ul><li>Why talk about recruiting?<br />23 June 2011<br />Recruiting Better User Research Participants<br />7<br />What other recruiting problems have you had?<br />
  5. 5. What we’ll talk about<br />23 June 2011<br />Recruiting Better User Research Participants<br />8<br />Recruiting for moderated research<br /><ul><li>Who should do the recruiting?
  6. 6. Writing a better screener
  7. 7. Minimizing no-shows
  8. 8. Recruiting backup participants</li></ul>Recruiting for unmoderated, remote research<br /><ul><li>Emailing participants
  9. 9. Using an online panel
  10. 10. Using online intercepts</li></li></ul><li>Recruiting for Moderated Research.<br />23 June 2011<br />Recruiting Better User Research Participants<br />9<br />
  11. 11. Recruiting for Moderated Research.<br />23 June 2011<br />Recruiting Better User Research Participants<br />10<br />Who should do the recruiting?<br />
  12. 12. Who should do the recruiting?<br />23 June 2011<br />Recruiting Better User Research Participants<br />11<br />Recruiting options<br />You<br />Your client<br />A recruiting company<br />
  13. 13. Recruiting for Moderated Research.<br />23 June 2011<br />Recruiting Better User Research Participants<br />12<br />Doing the recruiting yourself<br />
  14. 14. Doing the recruiting yourself<br />23 June 2011<br />Recruiting Better User Research Participants<br />13<br />Advantages<br />You know what you’re looking for.<br />You have more control over who is recruited.<br />You sound more human and less like a telemarketer.<br />You save money.<br />
  15. 15. Doing the recruiting yourself<br />23 June 2011<br />Recruiting Better User Research Participants<br />14<br />Disadvantages<br />It’s difficult if you don’t already have a list to work from.<br />It’s time consuming to find, contact, screen, and schedule.<br />It may require a lot of cold calling.<br />
  16. 16. Doing the recruiting yourself<br />23 June 2011<br />Recruiting Better User Research Participants<br />15<br />Start with lists of potential participants - customer lists, membership lists, employee directories, etc.<br />
  17. 17. Or gather participants from your website with a recruiting page or an online intercept. <br />Doing the recruiting yourself<br />23 June 2011<br />Recruiting Better User Research Participants<br />16<br />
  18. 18. Or advertise or connect through social media and other sources.<br />Doing the recruiting yourself<br />23 June 2011<br />Recruiting Better User Research Participants<br />17<br />
  19. 19. Recruiting for Moderated Research.<br />23 June 2011<br />Recruiting Better User Research Participants<br />18<br />Having your client do the recruiting<br />
  20. 20. Having your client do the recruiting<br />23 June 2011<br />Recruiting Better User Research Participants<br />19<br />Advantages<br />Clients have access to employee, customer, and member lists.<br />Employees, customers, or members are more likely to volunteer.<br />It saves you money and time.<br />
  21. 21. Having your client do the recruiting<br />23 June 2011<br />Recruiting Better User Research Participants<br />20<br />Disadvantages<br />Clients may not be very good at recruiting.<br />Clients may not possess the time and organizational skills required.<br />Clients often pass on vague or incorrect information about the research.<br />
  22. 22. Having your client do the recruiting<br />23 June 2011<br />Recruiting Better User Research Participants<br />21<br />Provide your client with detailed instructions.<br />Profile of who to recruit<br />And who not to recruit<br />
  23. 23. Having your client do the recruiting<br />23 June 2011<br />Recruiting Better User Research Participants<br />22<br />Provide your client with detailed instructions.<br />Schedule of sessions<br />
  24. 24. Having your client do the recruiting<br />23 June 2011<br />Recruiting Better User Research Participants<br />23<br />Provide your client with detailed instructions.<br />Description of the study to give to participants<br />
  25. 25. Having your client do the recruiting<br />23 June 2011<br />Recruiting Better User Research Participants<br />24<br />Ensure they do it correctly.<br />Delegate to someone with time and organizational skills. <br />Monitor the recruited participants. <br />Email the scheduled participants to introduce yourself and provide more details.<br />
  26. 26. Recruiting for Moderated Research.<br />23 June 2011<br />Recruiting Better User Research Participants<br />25<br />Using a recruiting company<br />
  27. 27. Using a recruiting company<br />23 June 2011<br />Recruiting Better User Research Participants<br />26<br />Advantages<br />It saves you a lot of time and effort.<br />It’s a good option when you have no existing lists or other resources.<br />With the right information, a good recruiting company can get the best participants.<br />
  28. 28. Using a recruiting company<br />23 June 2011<br />Recruiting Better User Research Participants<br />27<br />Disadvantages<br />It’s the most expensive recruiting option.<br />You might get “professional” participants who are only in it for the money.<br />With poor direction or a bad recruiting company, you can get the worst participants.<br />
  29. 29. Using a recruiting company<br />23 June 2011<br />Recruiting Better User Research Participants<br />28<br />Selecting a recruiting company<br />Get referrals from other researchers.<br />Get quotes from several recruiting companies - cost and confidence.<br />Look for good communication.<br />Cultivate several recruiting companies you can use regularly.<br />
  30. 30. Using a recruiting company<br />23 June 2011<br />Recruiting Better User Research Participants<br />29<br />A strong and clearly written screener is essential.<br />
  31. 31. Using a recruiting company<br />23 June 2011<br />Recruiting Better User Research Participants<br />30<br />Review the list of recruited participants.<br />Ensure they fit what you’re looking for.<br />Have your client review and approve the list also - CYA!<br />
  32. 32. Recruiting for Moderated Research.<br />23 June 2011<br />Recruiting Better User Research Participants<br />31<br />Deciding who will do the recruiting<br />
  33. 33. Deciding who will do the recruiting<br />23 June 2011<br />Recruiting Better User Research Participants<br />32<br />Do your own recruiting when:<br />You have more time than money.<br />You don’t mind or are effective at cold calling.<br />You can hire someone else to do the recruiting – intern, staff recruiter.<br />You can use existing lists, recruit from your website, or advertise.<br />You already have a connection with potential participants.<br />
  34. 34. Deciding who will do the recruiting<br />23 June 2011<br />Recruiting Better User Research Participants<br />33<br />Have your client do the recruiting when:<br />Your client has detailed contact lists of employees, customers, or members.<br />Your client already has a connection with potential participants.<br />Your client has the time and coordination to do this effectively.<br />Your client has successfully done recruiting in the past.<br />
  35. 35. Deciding who will do the recruiting<br />23 June 2011<br />Recruiting Better User Research Participants<br />34<br />Hire a recruiting company when:<br />You have more money than time.<br />You don’t want to “cold call” and screen participants.<br />You don’t have an easy way to find potential participants.<br />
  36. 36. Recruiting for Moderated Research.<br />23 June 2011<br />Recruiting Better User Research Participants<br />35<br />Writing a better screener<br />
  37. 37. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />36<br />Keep people from hanging up on you<br />Quickly get to the point.<br />You’re not selling anything.<br />You’re recruiting for a paid study.<br />
  38. 38. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />37<br />Ask likely elimination questions first<br />Only the most promising will go through all the questions.<br />
  39. 39. Eliminate the usual suspects<br />Eliminate recent participants. <br />How would you answer this question if you wanted to get into the study?<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />38<br />
  40. 40. Eliminate the usual suspects<br />“Professional” participants might lie.<br />Recruiters should check their records before calling people.<br />“A few years ago.”<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />39<br />
  41. 41. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />40<br />Eliminate conflicts of interest<br />Existing relationship with your client - employee, employee of a competitor, etc.<br />Too much inside knowledge - web designer, developer, marketer, etc.<br />
  42. 42. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />41<br />Avoid reading multiple choice answers<br />The “correct” answer is often obvious<br />How would you answer this question if you wanted to get into the study?<br />
  43. 43. Avoid reading multiple choice answers<br />The “correct” answer is often obvious<br />“None of these”<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />42<br />
  44. 44. Ask open-ended questions instead of reading the answers<br />How would you answer this question if you wanted to get into the study?<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />43<br />
  45. 45. Ask open-ended questions instead of reading the answers<br />Requires the recruiter to know which professions should terminate the screening<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />44<br />
  46. 46. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />45<br />Don’t make the elimination answers obvious<br />How would you answer this question if you wanted to get into the study?<br />
  47. 47. Don’t make the elimination answers obvious<br />“19 – 24” seems like a safe answer.<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />46<br />
  48. 48. Include multiple elimination answers.<br />How would you answer this question if you wanted to get into the study?<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />47<br />
  49. 49. Include multiple elimination answers<br />It’s not obvious which answers will get you eliminated.<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />48<br />
  50. 50. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />49<br />Avoid giving away what you’re looking for<br />How would you answer this question if you wanted to get into the study?<br />
  51. 51. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />50<br />Avoid giving away what you’re looking for<br />“Yes”<br />
  52. 52. Avoid giving away what you’re looking for<br />Providing many choices obscures what you’re looking for<br />How would you answer this question if you wanted to get into the study?<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />51<br />
  53. 53. Avoid giving away what you’re looking for<br />Providing many choices obscures what you’re looking for<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />52<br />
  54. 54. Avoid giving away what you’re looking for<br />Beware of those who choose everything to try to get into the study.<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />53<br />
  55. 55. Avoid giving away what you’re looking for<br />Set a reasonable limit to eliminate fakers.<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />54<br />
  56. 56. Avoid giving away what you’re looking for<br />Use open-ended questions to completely hide what you’re looking for.<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />55<br />
  57. 57. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />56<br />Ask questions that only qualified participants can answer<br />
  58. 58. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />57<br />Ask questions that only qualified participants can answer<br />
  59. 59. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />58<br />Require proof<br />Require participants to provide proof of qualification.<br />Provide a graceful exit, so that people don’t have to be caught in a lie.<br />
  60. 60. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />59<br />Recruit based on behavior and attitudes<br />Most demographics aren’t very important for small-scale research.<br />
  61. 61. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />60<br />Recruit based on behavior and attitudes<br />Screen for desired behaviors.<br />
  62. 62. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />61<br />Recruit based on behavior and attitudes<br />Negative attitudes towards your client or subject matter may disqualify people.<br />
  63. 63. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />62<br />Recruit based on behavior and attitudes<br />Screen for desired attitudes.<br />
  64. 64. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />63<br />Recruit based on behavior and attitudes<br />Interpret attitudes and behaviors based on answers.<br />What do you think we’re looking for here?<br />
  65. 65. Recruit based on behavior and attitudes<br />Interpret attitudes and behaviors based on answers.<br />People interested in Japanese cars<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />64<br />
  66. 66. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />65<br />Don’t ask questions that are difficult to answer<br />Can you answer this question easily and accurately?<br />
  67. 67. Don’t ask questions that are difficult to answer<br />Estimating the average number of hours per day is easier.<br />Is this question easier to answer?<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />66<br />
  68. 68. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />67<br />Don’t use the screener to gather information<br />Only include questions that screen participants.<br />Save information gathering for a pre-study questionnaire.<br />
  69. 69. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />68<br />Screen for computer, Web, and technology experience<br />You may want to eliminate those with very low and very high experience.<br />
  70. 70. Screen for computer, Web, and technology experience<br />Self-assessments allow those who are truly uncomfortable with technology to excuse themselves from the study.<br />But don’t rely only on self-assessments.<br />Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />69<br />
  71. 71. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />70<br />Screen for computer, Web, and technology experience<br />Make your own assessment based on activities and behaviors.<br />
  72. 72. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />71<br />Screen for eloquence<br />Ask an open-ended question related to your topic to judge expressiveness.<br />
  73. 73. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />72<br />Screen for eloquence<br />But be careful not to eliminate qualified, quiet participants.<br />“Normal” people may not be as entertaining as “professional” participants.<br />Recruit representative participants, not only those who speak in perfect sound bites.<br />
  74. 74. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />73<br />Ensure that people are physically able to participate<br />
  75. 75. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />74<br />Let people know what they’ll be doing<br />Eliminate surprises and potential discomfort.<br />Allow those who would be uncomfortable to back out.<br />
  76. 76. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />75<br />Test your screener with a colleague<br />Ask a colleague to try to fake his/her way through the screener.<br />Recruiting company should point out problems in logic.<br />
  77. 77. Writing a better screener<br />23 June 2011<br />Recruiting Better User Research Participants<br />76<br />Get your client to approve the screener – CYA!<br />Your client becomes responsible for the types of people recruited.<br />It’s difficult for them to complain later about the quality of the participants.<br />
  78. 78. Recruiting for Moderated Research.<br />23 June 2011<br />Recruiting Better User Research Participants<br />77<br />Minimize No-Shows<br />
  79. 79. Minimize No-Shows<br />23 June 2011<br />Recruiting Better User Research Participants<br />78<br />Locate your research conveniently.<br />Where are your participants usually located during your session times?<br />How easy is it to get to and find your location? <br />Traffic? Public transportation? Parking?<br />Is it more convenient to go to your participants or conduct remote sessions?<br />
  80. 80. Minimize No-Shows<br />23 June 2011<br />Recruiting Better User Research Participants<br />79<br />Schedule your research conveniently<br />What are your ideal participants usually doing during your session times?<br />Schedule a variety of session times.<br />Who’s most available for weekday research?<br />
  81. 81. Minimize No-Shows<br />23 June 2011<br />Recruiting Better User Research Participants<br />80<br />Avoid days and conditions that result in more no-shows<br />Fridays<br />Days before holidays<br />Bad weather – snowstorms, rainstorms, etc.<br />
  82. 82. Minimize No-Shows<br />23 June 2011<br />Recruiting Better User Research Participants<br />81<br />Provide appropriate incentives.<br />Make it worth their while to show up.<br />Make it appropriate to the person and to the activity.<br />
  83. 83. Minimize No-Shows<br />23 June 2011<br />Recruiting Better User Research Participants<br />82<br />Contact participants to confirm<br />Remind them to attend.<br />Give directionsand parking / transportation information.<br />A good way to receive early warning of no-shows and get a head start on recruiting replacements<br />
  84. 84. Recruiting for Moderated Research.<br />23 June 2011<br />Recruiting Better User Research Participants<br />83<br />Recruit Backup Participants<br />
  85. 85. Recruit Backup Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />84<br />Two approaches to backup participants<br />Floaters<br />Over-recruiting<br />Floaters<br />Over-recruiting<br />
  86. 86. Recruit Backup Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />85<br />Floaters<br />Wait on standby to fill in for no-shows or inappropriate participants<br />
  87. 87. Recruit Backup Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />86<br />Floaters<br />Wait on standby to fill in for no-shows or inappropriate participants<br />
  88. 88. Recruit Backup Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />87<br />Floaters<br />Wait on standby to fill in for no-shows or inappropriate participants<br />
  89. 89. Recruit Backup Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />88<br />Over-recruiting<br />Recruit several extra participants to use for no-shows<br />Dismiss and pay those you don’t need<br />
  90. 90. Recruit Backup Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />89<br />Over-recruiting<br />Recruit several extra participants to use for no-shows<br />Dismiss and pay those you don’t need<br />
  91. 91. Recruit Backup Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />90<br />Over-recruiting<br />Recruit several extra participants to use for no-shows<br />Dismiss and pay those you don’t need<br />
  92. 92. Recruit Backup Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />91<br />Use floaters when<br />You want to be sure your observers always have a participant to observe<br />You don’t have time for an extra day of backup sessions<br />You don’t have money to pay for an extra day of sessions at a research facility<br />
  93. 93. Recruit Backup Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />92<br />Use over-recruiting when<br />It’s not important that your observers have a participant to watch for each session<br />You have time and money for an extra day of backup sessions<br />You want to save money on incentives<br />Your participants don’t want to wait around as floaters<br />
  94. 94. Recruiting for Unmoderated, Remote Research.<br />23 June 2011<br />Recruiting Better User Research Participants<br />93<br />
  95. 95. Recruiting for Unmoderated, Remote Research<br />23 June 2011<br />Recruiting Better User Research Participants<br />94<br />What is different about unmoderated, remote research?<br />Large numbers of participants from anywhere in the world can participate<br />Participants visit a website to complete the study on their own time<br />Unmoderated tools automatically capture and present the data<br />
  96. 96. Recruiting for Unmoderated, Remote Research<br />23 June 2011<br />Recruiting Better User Research Participants<br />95<br />With a large number of potential participants, different methods are required to: <br />Find<br />Screen<br />Contact<br />And convince people to participate<br />
  97. 97. Recruiting for Unmoderated, Remote Research<br />23 June 2011<br />Recruiting Better User Research Participants<br />96<br />Three recruiting methods for unmoderated studies<br />Emailing participants<br />Online panel<br />Online intercept<br />
  98. 98. Recruiting for Unmoderated, Remote Research.<br />23 June 2011<br />Recruiting Better User Research Participants<br />97<br />Emailing Potential Participants<br />
  99. 99. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />98<br />
  100. 100. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />99<br />Gather a list of potential participants<br />Use existing lists of customers, members, employees, etc.<br />Recruit from your website<br />Advertise<br />
  101. 101. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />100<br />Narrow the list of participants using existing information.<br />
  102. 102. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />101<br />Avoid adding screening questions to your study<br />Each question adds to the length of the study, increasing abandonment.<br />
  103. 103. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />102<br />Determine how many people to email<br />Determine the minimum number of participants for acceptable results. <br />Tullis and Wood showed 30 - 50 is needed for online card sorting. [1]<br />Assume a low response rate of 5% and email an appropriately larger population.<br />[1] Tullis, Tom, and Larry Wood. “How Many Users Are Enough for a Card-Sorting Study?” Proceedings UPA 2004, Minneapolis, MN, June 7–11, 2004. Retrieved March 7, 2011: http://home.comcast.net/~tomtullis/publications/UPA2004CardSorting.pdf<br />
  104. 104. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />103<br />Determine how many people to email<br />Determine the maximum number of participants to accept.<br />Avoid paying too much in incentives.<br />
  105. 105. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />104<br />Keep it short, briefly describe the study, and provide a link to the study<br />
  106. 106. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />105<br />Don’t provide the study instructions in the email<br />
  107. 107. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />106<br />Highlight the incentives, both monetary and altruistic<br />
  108. 108. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />107<br />Provide appropriate incentives: individual incentives are small but add up.<br />
  109. 109. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />108<br />Provide appropriate incentives: entry into a drawing is often easier.<br />
  110. 110. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />109<br />Provide appropriate incentives: with equal appeal to everyone.<br />
  111. 111. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />110<br />Establish credibility with individual emails in a friendly, professional tone.<br />
  112. 112. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />111<br />Establish credibility by providing contact information.<br />
  113. 113. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />112<br />Establish credibility by sending the emails from a familiar person.<br />
  114. 114. Emailing Potential Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />113<br />Monitor participation and send reminders<br />Monitor the number and type of people who have completed the study.<br />If necessary, send reminder emails.<br />
  115. 115. Recruiting for Unmoderated, Remote Research.<br />23 June 2011<br />Recruiting Better User Research Participants<br />114<br />Using an Online Panel<br />
  116. 116. Using an Online Panel<br />23 June 2011<br />Recruiting Better User Research Participants<br />115<br />A panel is a database of people who have volunteered for surveys.<br />
  117. 117. Using an Online Panel<br />23 June 2011<br />Recruiting Better User Research Participants<br />116<br />Panels are provided by many recruiting and market research companies.<br />
  118. 118. Using an Online Panel<br />23 June 2011<br />Recruiting Better User Research Participants<br />117<br />Panel members are already pre-screened<br />You provide the details of the people you’re looking for instead of a screener.<br />The recruiter filters the database to find people matching those characteristics.<br />
  119. 119. Using an Online Panel<br />23 June 2011<br />Recruiting Better User Research Participants<br />118<br />Screening<br />You can also add additional screening questions to the beginning of your study.<br />Panel participants are motivated to take surveys, so you don’t have to worry as much about extra questions leading to abandonment.<br />
  120. 120. Using an Online Panel<br />23 June 2011<br />Recruiting Better User Research Participants<br />119<br />You pay the panel company based on the number of “completes.”<br />For each person who completes the study, you pay a recruiting fee and small incentive.<br />Limit your costs by ending the study after a maximum number of participants.<br />
  121. 121. Using an Online Panel<br />23 June 2011<br />Recruiting Better User Research Participants<br />120<br />Quality of panel participants<br />They want to participate in studies, and they want to be invited back.<br />This motivates them to take the study seriously and provide thorough feedback.<br />
  122. 122. Using an Online Panel<br />23 June 2011<br />Recruiting Better User Research Participants<br />121<br />Quality of panel participants<br />They are more likely to be “professional” participants, primarily in it for the money.<br />They may not represent your typical user.<br />
  123. 123. Recruiting for Unmoderated, Remote Research.<br />23 June 2011<br />Recruiting Better User Research Participants<br />122<br />Using Online Intercepts<br />
  124. 124. Using Online Intercepts<br />23 June 2011<br />Recruiting Better User Research Participants<br />123<br />Online intercepts pop-up on websites to invite people to participate.<br />
  125. 125. Using Online Intercepts<br />23 June 2011<br />Recruiting Better User Research Participants<br />124<br />Those who accept are taken to a brief screening questionnaire.<br />
  126. 126. Using Online Intercepts<br />23 June 2011<br />Recruiting Better User Research Participants<br />125<br />Those who pass screening can either be …<br /><ul><li>Added to a participant database
  127. 127. Contacted immediately for a remote, moderated study
  128. 128. Taken directly into an unmoderated study</li></li></ul><li>Using Online Intercepts<br />23 June 2011<br />Recruiting Better User Research Participants<br />126<br />Creating an online intercept<br /><ul><li>Some unmoderated tools provide the ability to create intercepts.
  129. 129. Otherwise you may need a developer to create the intercept and tie it into the site.</li></li></ul><li>Using Online Intercepts<br />23 June 2011<br />Recruiting Better User Research Participants<br />127<br />Advantages of online intercepts<br /><ul><li>They recruit “real users” who are already on the website.
  130. 130. Automatic screening and recruiting saves time.
  131. 131. They can remain on a website indefinitely, continually recruiting for long-term studies. </li></li></ul><li>Using Online Intercepts<br />23 June 2011<br />Recruiting Better User Research Participants<br />128<br />Disadvantages of online intercepts<br /><ul><li>Most people ignore them and don’t volunteer.
  132. 132. Intercepted participants have less motivation to complete the study.
  133. 133. Require a lot of site traffic or waiting a long time to get enough participants.</li></li></ul><li>Using Online Intercepts<br />23 June 2011<br />Recruiting Better User Research Participants<br />129<br />Incentives<br /><ul><li>Providing incentives to each participant is difficult logistically and financially.
  134. 134. Using prize drawings may be an easier, less expensive incentive.*</li></ul>* Be careful of the legal issues surrounding contests and sweepstakes. Consult a lawyer if needed.<br />
  135. 135. Recruiting for Unmoderated, Remote Research.<br />23 June 2011<br />Recruiting Better User Research Participants<br />130<br />Choosing Between These Methods<br />
  136. 136. Choosing Between These Methods<br />23 June 2011<br />Recruiting Better User Research Participants<br />131<br />Email the participants if …<br /><ul><li>You have access to a list of potential participants.
  137. 137. You don’t need to do much additional screening.
  138. 138. The emails can be sent from someone the participants know.
  139. 139. You have more time than money.</li></li></ul><li>Choosing Between These Methods<br />23 June 2011<br />Recruiting Better User Research Participants<br />132<br />Use an online panel if …<br /><ul><li>You can’t easily get a list of potential participants.
  140. 140. You need a very specific type of participant, which would require a lot of screening.
  141. 141. Your study requires a lot of time and effort for the participants to complete.
  142. 142. You have more money than time.</li></li></ul><li>Choosing Between These Methods<br />23 June 2011<br />Recruiting Better User Research Participants<br />133<br />Use online intercepts if …<br /><ul><li>You can’t easily get a list of potential participants.
  143. 143. You want to use your site’s current users.
  144. 144. Your site gets enough traffic or you can wait for enough responses to accumulate.
  145. 145. You’ll be running ongoing studies on your site.</li></li></ul><li>Recruiting Better User Research Participants<br />23 June 2011<br />Recruiting Better User Research Participants<br />134<br />Conclusion<br />
  146. 146. Conclusion<br />23 June 2011<br />Recruiting Better User Research Participants<br />135<br />Recruiting can be difficult, but it’s a crucial first step for effective research.<br /><ul><li>It’s worth taking the extra time to ensure that you get representative participants, who provide useful feedback, and who show up!</li></li></ul><li>Questions and Discussion.<br />23 June 2011<br />Recruiting Better User Research Participants<br />136<br />
  147. 147. 23 June 2011<br />Recruiting Better User Research Participants<br />137<br />Jim Ross, Principal of Research & Strategy<br />jross@electronicink.com<br />

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