RECRUITING UX
RESEARCH
PARTICIPANTS USING
SOCIAL MEDIA
TOMER SHARON, SR. UX RESEARCHER, GOOGLE @tsharon
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PLEASE MAKE SURE YOU HAVE
ACCOUNTS ON THESE SERVICES.
WE’LL USE THEM THROUGHOUT THE
WORKSHOP.
@tsharon
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need to
publish
ads
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@tsharon
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GOAL
LEARN HOW TO RECRUIT
A LINEUP OF GREAT
PARTICIPANTS FOR
YOUR USER RESEARCH.
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INTRO
10 STEPS
10 ACTIVITIES
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PARTICIPANTS
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KEEP YOU HONEST
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HELP INVALIDATE
ASSUMPTIONS
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DATA è INFORMATION è KNOWLEDGE
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FRIENDS AND
FAMILY
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HAPPY TO SHARE
THEIR OPINIONS
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[ALMOST] ALWAYS
POSITIVE
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BIASED
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WHO ARE
THE RIGHT
PEOPLE?
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YOUR TARGET
AUDIENCE
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NOT [NECESSARILY]
PEOPLE NEAR YOU
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THE RIGHT
PARTICIPANTS
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ENSURE YOU HAVE
THE RIGHT DATA
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HELP YOU LEARN
THE BEST LESSONS
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INVALIDATE
ASSUMPTIONS
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BEFORE WE
START, YOU NEED
TO CHOOSE WHAT
YOU’LL WORK ON
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OPTION 1
YOUR
THING.
DO IT.
OPTION 2
COFFEE
SHOP
APP.
MEH.
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ARE THERE
TEAMS HERE?
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STEP 1
IDENTIFY
PARTICIPANT
CRITERIA
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ACTIVITY
LIST 5 ATTRIBUTES
OF YOUR TARGET
AUDIENCE
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SAMPLE PARTICIPANT CRITERIA
1. RESIDES IN THE US
2. HAS A SMARTPHONE
3. WANTS TO LEARN HOW TO DANCE
4. USES FACEBOOK
5. 20% MALE, 80% FEMALE
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YOU HAVE 5 MINUTES
LIST 5 ATTRIBUTES OF YOUR TARGET AUDIENCE
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STEP 2
TRANSFORM
CRITERIA INTO
SCREENING
QUESTIONS
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PEOPLE ARE
FUNNY
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FROM CRITERIA TO
BENCHMARKS
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USES FACEBOOK è
POSTS ON
FACEBOOK AT LEAST
ONCE A WEEK
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AVOID LEADING
QUESTIONS
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DO YOU POST ON
FACEBOOK AT
LEAST ONCE A
WEEK?
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HOW OFTEN DO
YOU POST ON
FACEBOOK?
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HOW OFTEN DO YOU
POST SOMETHING
ON THE FOLLOWING
WEBSITES?
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ACTIVITY
CREATE
SCREENING
QUESTIONS
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YOU HAVE 10 MINUTES
CRITERIA | BENCHMARK | QUESTION
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STEP 3
DEFINE NON-
CRITERIA
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CAN A 12-YEAR-OLD GIRL PARTICIPATE?
1. RESIDES IN THE US
2. HAS A SMARTPHONE
3. WANTS TO LEARN HOW TO DANCE
4. USES FACEBOOK
5. 20% MALE, 80% FEMALE
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ACTIVITY
CREATE MORE
SCREENING
QUESTIONS
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YOU HAVE 5 MINUTES
NON-CRITERIA | BENCHMARK | QUESTION
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STEP 4
CREATE A
SCREENING
QUESTIONNAIRE
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GOOGLE FORMS
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SCREENER
GOALS
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SCREEN PEOPLE IN
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SCREEN PEOPLE
OUT
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COLLECT CONTACT
INFORMATION
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UNDERSTAND
AVAILABILITY
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SAMPLE SCREENER
goo.gl/W3EY9X
TRY TO IDENTIFY THE DIFFERENT
TYPES OF QUESTIONS
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ACTIVITY
CREATE A
SCREENER
[USE FORMS, USE YOUR QUESTIONS, KEEP
IT SIMPLE, ONE PAGE, NO BRANCHING]
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YOUR HOMEWORK
CREATE A SCREENER USING A GOOGLE FORM
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STEP 5
IDENTIFY
KEYWORDS FOR
YOUR AUDIENCE
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FROM
RESPONDENTS TO
PARTICIPANTS
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FIND THEM WHERE
THEY LINGER
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DANCE SCHOOLS
CLUBS
SHOWS
CONTESTS
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FIND THEM WHERE
THEY LINGER
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AUDIENCE LANGUAGE
This is my dance space.
This is your dance space. I
don't go into yours, you
don't go into mine. You gotta
hold the frame.
God wouldn't have given you
maracas if he didn't want
you to shake'em.
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GOOGLE KEYWORD
PLANNER
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FOLLOW MY LEAD
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ADWORDS.GOOGLE.COM
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SELECT KEYWORD
PLANNER
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SEARCH FOR KEYWORD
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SELECT PRODUCT CATEGORY
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GET IDEAS
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ACTIVITY
LIST 10 KEYWORDS
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YOU HAVE 10 MINUTES
LIST 10 KEYWORDS USING KEYWORD PLANNER
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STEP 6
FIND TARGET
GROUPS AND
PAGES ON
FACEBOOK
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USING KEYWORDS
ON FACEBOOK
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FOLLOW MY LEAD
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SOCIAL GRAPH
SEARCH BOX
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TYPE YOUR FIRST
KEYWORD
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SEE MORE RESULTS
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PAGES
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SCAN & SELECT
PAGES
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GROUPS
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SCAN & SELECT
GROUPS
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ACTIVITY
LIST 10 PAGES AND
GROUPS
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HINT
IF YOU ARE WORKING
ON YOUR THING,
FOLLOW/JOIN THESE
PAGES AND GROUPS
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YOU HAVE 10 MINUTES
LIST 10 TARGET FACEBOOK PAGES AND GROUPS
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STEP 7
FIND TARGET
HASHTAGS ON
TWITTER
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#
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“LOST MY WALLET
YESTERDAY AT A
CLUB WHILE
DANCING”
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“TREMENDOUSLY
ENJOYED MY FIRST
#DANCING CLASS”
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ACTIVITY
TURN YOUR
KEYWORDS INTO
HASHTAGS
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BELLY DANCE = #BELLYDANCE
HIP HOP DANCING = #HIPHOP
OR #HIPHOPDANCING
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YOU HAVE 5 MINUTES
TURN YOUR KEYWORDS INTO TWITTER HASHTAGS
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ONE MORE ACTIVITY
VERIFY HASHTAG
QUALITY
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RELEVANT & FRESH
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HINT
IF YOU ARE WORKING
ON YOUR THING,
CREATE LISTS FROM
THESE HASHTAGS
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YOU HAVE 5 MINUTES
VERIFY HASHTAG QUALITY USING TWITTER SEARCH
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HINT
BOTH FACEBOOK
AND GOOGLE PLUS
NOW HAVE
HASHTAGS
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STEP 8
FIND TARGET
COMMUNITIES AND
PAGES ON GOOGLE
PLUS
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USING YOUR
KEYWORDS ON
GOOGLE PLUS
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FOLLOW MY LEAD
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GOOGLE PLUS
SEARCH BOX
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TYPE YOUR FIRST
KEYWORD
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PEOPLE & PAGES
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SCAN & SELECT
PAGES
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SCAN & SELECT
COMMUNITIES
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ACTIVITY
LIST 10 PAGES AND
COMMUNITIES
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HINT
IF YOU ARE WORKING
ON YOUR THING,
FOLLOW/JOIN THESE
PAGES AND
COMMUNITIES
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YOU HAVE 10 MINUTES
LIST 10 TARGET GOOGLE+ PAGES AND COMMUNITIES
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STEP 9
POST SCREENER
TO FACEBOOK,
TWITTER, AND
GOOGLE PLUS
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JOIN THE
CONVERSATION
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POST YOUR SCREENER
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TAG!
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BE SUCCINCT, CALL
TO ACTION
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#Dancing lover? Take a short, 1-minute
questionnaire to see if you qualify to
participate in a user study to take place in
our Chicago office on Friday, May 3.
Participants receive $50 for their time.
Universal Line Dancing – Please share!
http://goo.gl/56TGf
Universal Line Dancing
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#Dancing lover? Take a 1-min
questionnaire to see if you can participate
in a study in Chicago on Fri, May 3.
Participants receive $50. http://goo.gl/
56TGf Pls RT
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ACTIVITY
POST ON ALL 3 SOCIAL
NETWORKS. TAG PAGES YOU
IDENTIFIED. POST ON
GROUPS AND COMMUNITIES.
TWEET.
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YOU HAVE 10 MINUTES
POST ON PAGES, GROUPS, & COMMUNITIES. TWEET.
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STEP 10
TRACK RESPONSES
AND SELECT
PARTICIPANTS
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MINUTES TO HOURS
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SCAN RESPONSES
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NEXT, CONTACT
PARTICIPANTS AND
SCHEDULE THEIR
STUDY SESSION.
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RECAP
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FRIENDS AND
FAMILY ARE BIASED
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ONLY YOUR TARGET
AUDIENCE HELPS
YOU INVALIDATE
YOUR ASSUMPTIONS
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STEP 1
IDENTIFY
PARTICIPANT
CRITERIA
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STEP 2
TRANSFORM
CRITERIA INTO
SCREENING
QUESTIONS
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STEP 3
DEFINE NON-
CRITERIA
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STEP 4
CREATE A
SCREENING
QUESTIONNAIRE
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STEP 5
IDENTIFY
KEYWORDS FOR
YOUR AUDIENCE
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STEP 6
FIND TARGET
GROUPS AND
PAGES ON
FACEBOOK
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STEP 7
FIND TARGET
HASHTAGS ON
TWITTER
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STEP 8
FIND TARGET
COMMUNITIES AND
PAGES ON GOOGLE
PLUS
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STEP 9
POST SCREENER
TO FACEBOOK,
TWITTER, AND
GOOGLE PLUS
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STEP 10
TRACK RESPONSES
AND SELECT
PARTICIPANTS
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DESIGNED FOR YOU.
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