Securing the right research participants
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There are more and more ways to recruit participants for research, which also means there are more and more ways to get the wrong people in your studies. Including the wrong participants in your research can waste your time, give you false confidence, or even cause you and your teams to make the wrong decisions moving forward. Sometimes you find the perfect people to research but they don’t want to participate at all or stop part way through. Come to this session to get an understanding of pros and cons of finding participants yourself using existing users, intercepting live visitors, or using market research or UX tool panels to find participants. We’ll also cover best practices for screening and incentivizing participants so you can make sure your research efforts are as effective as possible.
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Securing the right research participants
- 2. Getting the Right Research Participants @MandaLaceyS | #UXPABOS2018
- 3. “User research lives or dies by the quality of the participants in a given study.” - Dana Chisnell @MandaLaceyS | #UXPABOS2018
- 5. @MandaLaceyS | #UXPABOS2@MandaLaceyS | #UXPABOS2018
- 6. @MandaLaceyS | #UXPABOS2 Define who you should talk to. @MandaLaceyS | #UXPABOS2018
- 7. Screener @MandaLaceyS | #UXPABOS2@MandaLaceyS | #UXPABOS2018
- 9. You don’t need formal personas to define targets. @MandaLaceyS | #UXPABOS2018
- 10. At a minimum, define who you don’t want to talk to. @MandaLaceyS | #UXPABOS2018
- 11. @MandaLaceyS | #UXPABOS2 Translate those traits into a screener. @MandaLaceyS | #UXPABOS2018
- 12. Let me tell you a secret. @MandaLaceyS | #UXPABOS2018
- 13. Screeners are basically specialized surveys. @MandaLaceyS | #UXPABOS2018
- 14. Ask precise questions. Which snack is most delicious and nutritious? Apple Cookie Chips Carrot Brownie Cheese @MandaLaceyS | #UXPABOS2018
- 15. Ask precise questions. Which snack is most delicious and nutritious? Apple Cookie Chips Carrot Brownie Cheese Probably most nutritious. @MandaLaceyS | #UXPABOS2018
- 16. Ask precise questions. Which snack is most delicious and nutritious? But most delicious? Apple Cookie Chips Carrot Brownie Cheese @MandaLaceyS | #UXPABOS2018
- 17. How often do you take a shower? Every day Every other day Every 2-3 days Every 3-4 days Every 5-6 days Once a week or less With precise answers. @MandaLaceyS | #UXPABOS2018
- 18. How often do you take a shower? Every day Every other day Every 2-3 days Every 3-4 days Every 5-6 days Once a week or less What if I shower every 3 days? With precise answers. @MandaLaceyS | #UXPABOS2018
- 19. How often do you take a shower? Every day Every other day Every 2-3 days Every 3-4 days Every 5-6 days Once a week or less (Promise, I showered today) With precise answers. @MandaLaceyS | #UXPABOS2018
- 20. How often do you go to the grocery store? Not that much Sometimes Often Pretty often Really often Super often With precise answers. @MandaLaceyS | #UXPABOS2018
- 21. How often do you go to the grocery store? Not that much Sometimes Often Pretty often Really often Super often WTF does often mean? With precise answers. @MandaLaceyS | #UXPABOS2018
- 22. How often do you go to the grocery store? Every day A few times a week Once a week A few times a month Once a month or less I don’t go to grocery stores BETTER With precise answers. @MandaLaceyS | #UXPABOS2018
- 23. Which of the following best describes you? Sassy Classy Bada**-y Make sure there are appropriate answers. @MandaLaceyS | #UXPABOS2018
- 24. Because what if… @MandaLaceyS | #UXPABOS2018
- 25. Because what if… @MandaLaceyS | #UXPABOS2018
- 26. Make it easy to answer. Have you bought a television in the last month? Yes No @MandaLaceyS | #UXPABOS2018
- 27. But. Not too easy. Have you bought a television in the last month? Yes No @MandaLaceyS | #UXPABOS2018
- 28. Because what that really asks is: Do you want to be in our study? Yes No @MandaLaceyS | #UXPABOS2018
- 29. Try something like this instead. Which of the following have you purchased in the last month? Mobile phone Tablet Television Laptop Desktop None of the above @MandaLaceyS | #UXPABOS2018
- 30. You can also have multiple “right” answers. How many Apple devices do you own? 0 1 2 3 4 5 or more @MandaLaceyS | #UXPABOS2018
- 31. You can also have multiple “right” answers. Maybe I want to talk to anyone who has 2 or more. How many Apple devices do you own? 0 1 2 3 4 5 or more @MandaLaceyS | #UXPABOS2018
- 32. Sequence Matters Prioritize. @MandaLaceyS | #UXPABOS2018
- 33. Be careful. @MandaLaceyS | #UXPABOS2018
- 34. Remember that a screener may be your first interaction. @MandaLaceyS | #UXPABOS2018
- 35. In short: 1. Follow the standard rules of crafting great survey questions. 2. Prioritize question order to disqualify people. 3. Ask only what you need. 4. Set the stage for a good interaction by setting tone and expectations well. @MandaLaceyS | #UXPABOS2018
- 36. @MandaLaceyS | #UXPABOS2 Find those people. @MandaLaceyS | #UXPABOS2018
- 37. Recruiting can be tough. @MandaLaceyS | #UXPABOS2018
- 40. Digital intercepts @MandaLaceyS | #UXPABOS2018
- 41. Beware the Halo effect. @MandaLaceyS | #UXPABOS2018
- 42. PRO TIP: Make your own panel @MandaLaceyS | #UXPABOS2018
- 43. Tool Panel @MandaLaceyS | #UXPABOS2018
- 49. Intercept site visitors Live intercepts @MandaLaceyS | #UXPABOS2018
- 50. Intercept site visitors @MandaLaceyS | #UXPABOS2018
- 51. Which one is best? @MandaLaceyS | #UXPABOS2018
- 52. Which one is best? ¯_( )_/¯ @MandaLaceyS | #UXPABOS2018
- 53. • You don’t already have users • You need really fast turnaround • You’re using a trusted tool • You have budget • You have specific needs that are hard to find on your own • You have an existing user base • You have access / permission to contact • Research requires domain knowledge • You’re building for an enterprise/ internal users • You want to talk to a wide spread of general population users quickly • You are not discussing a particularly sensitive topic Existing Users Tool Panel Pro Panel Intercept @MandaLaceyS | #UXPABOS2018
- 54. @MandaLaceyS | #UXPABOS2 Get them to show up.@MandaLaceyS | #UXPABOS2018
- 55. Money money money Incentives Set clear expectations. @MandaLaceyS | #UXPABOS2018
- 56. And send reminders. @MandaLaceyS | #UXPABOS2018
- 57. Money money money Incentives Give something to get something. @MandaLaceyS | #UXPABOS2018
- 58. Money money money What would your users value? @MandaLaceyS | #UXPABOS2018
- 59. Incentives don’t have to be money.
- 60. Money money money @MandaLaceyS | #UXPABOS2 OK fine, give them cash. @MandaLaceyS | #UXPABOS2018
- 61. Money money money @MandaLaceyS | #UXPABOS2 How much? @MandaLaceyS | #UXPABOS2018
- 62. People like feeling important. @MandaLaceyS | #UXPABOS2018
- 63. What about longitudinal studies? @MandaLaceyS | #UXPABOS2018
- 65. In short: 1. Set clear expectations. 2. Value people’s time and effort appropriately. 3. Explore non-cash incentives. 4. Show participants how their feedback makes an impact. 5. Don’t pay longitudinal studies all at once. 6. Experiment and switch up incentives. @MandaLaceyS | #UXPABOS2018
- 66. Define who you should talk to. Translate those traits into a screener. Find people appropriately. Get them to show up. @MandaLaceyS | #UXPABOS2018