Recruiting Participants for Customer Research

3c0b492a599715b69b5ed1363a9c2c4f?s=47 Tomer Sharon
March 27, 2014

Recruiting Participants for Customer Research

Recruiting unbiased, representative participants for your research ensures the validity and reliability of the data and feedback you gather. In this workshop, you’ll learn techniques for creating a pipeline of representative members of a product’s target audience who are willing, capable, and available to participate in research. You’ll do this by creating a screening questionnaire, and utilizing Facebook, Twitter, and Google Plus to launch a targeted, free-of-charge participant recruiting campaign.

3c0b492a599715b69b5ed1363a9c2c4f?s=128

Tomer Sharon

March 27, 2014
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Transcript

  1. RECRUITING UX RESEARCH PARTICIPANTS USING SOCIAL MEDIA TOMER SHARON, SR.

    UX RESEARCHER, GOOGLE @tsharon
  2. PLEASE MAKE SURE YOU HAVE ACCOUNTS ON THESE SERVICES. WE’LL

    USE THEM THROUGHOUT THE WORKSHOP. @tsharon free, no need to publish ads
  3. @tsharon

  4. GOAL LEARN HOW TO RECRUIT A LINEUP OF GREAT PARTICIPANTS

    FOR YOUR USER RESEARCH.
  5. INTRO 10 STEPS 10 ACTIVITIES

  6. PARTICIPANTS

  7. KEEP YOU HONEST

  8. HELP INVALIDATE ASSUMPTIONS

  9. DATA è INFORMATION è KNOWLEDGE

  10. FRIENDS AND FAMILY

  11. HAPPY TO SHARE THEIR OPINIONS

  12. [ALMOST] ALWAYS POSITIVE

  13. BIASED

  14. WHO ARE THE RIGHT PEOPLE?

  15. YOUR TARGET AUDIENCE

  16. NOT [NECESSARILY] PEOPLE NEAR YOU

  17. THE RIGHT PARTICIPANTS

  18. ENSURE YOU HAVE THE RIGHT DATA

  19. HELP YOU LEARN THE BEST LESSONS

  20. INVALIDATE ASSUMPTIONS

  21. BEFORE WE START, YOU NEED TO CHOOSE WHAT YOU’LL WORK

    ON
  22. OPTION 1 YOUR THING. DO IT. OPTION 2 COFFEE SHOP

    APP. MEH.
  23. ARE THERE TEAMS HERE?

  24. STEP 1 IDENTIFY PARTICIPANT CRITERIA

  25. ACTIVITY LIST 5 ATTRIBUTES OF YOUR TARGET AUDIENCE

  26. 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
  27. YOU HAVE 5 MINUTES LIST 5 ATTRIBUTES OF YOUR TARGET

    AUDIENCE
  28. STEP 2 TRANSFORM CRITERIA INTO SCREENING QUESTIONS

  29. PEOPLE ARE FUNNY

  30. FROM CRITERIA TO BENCHMARKS

  31. USES FACEBOOK è POSTS ON FACEBOOK AT LEAST ONCE A

    WEEK
  32. AVOID LEADING QUESTIONS

  33. DO YOU POST ON FACEBOOK AT LEAST ONCE A WEEK?

  34. HOW OFTEN DO YOU POST ON FACEBOOK?

  35. HOW OFTEN DO YOU POST SOMETHING ON THE FOLLOWING WEBSITES?

  36. ACTIVITY CREATE SCREENING QUESTIONS

  37. None
  38. YOU HAVE 10 MINUTES CRITERIA | BENCHMARK | QUESTION

  39. STEP 3 DEFINE NON- CRITERIA

  40. 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
  41. ACTIVITY CREATE MORE SCREENING QUESTIONS

  42. None
  43. YOU HAVE 5 MINUTES NON-CRITERIA | BENCHMARK | QUESTION

  44. STEP 4 CREATE A SCREENING QUESTIONNAIRE

  45. None
  46. GOOGLE FORMS

  47. SCREENER GOALS

  48. SCREEN PEOPLE IN

  49. SCREEN PEOPLE OUT

  50. COLLECT CONTACT INFORMATION

  51. UNDERSTAND AVAILABILITY

  52. SAMPLE SCREENER goo.gl/W3EY9X TRY TO IDENTIFY THE DIFFERENT TYPES OF

    QUESTIONS
  53. ACTIVITY CREATE A SCREENER [USE FORMS, USE YOUR QUESTIONS, KEEP

    IT SIMPLE, ONE PAGE, NO BRANCHING]
  54. YOUR HOMEWORK CREATE A SCREENER USING A GOOGLE FORM

  55. STEP 5 IDENTIFY KEYWORDS FOR YOUR AUDIENCE

  56. FROM RESPONDENTS TO PARTICIPANTS

  57. None
  58. FIND THEM WHERE THEY LINGER

  59. DANCE SCHOOLS CLUBS SHOWS CONTESTS

  60. FIND THEM WHERE THEY LINGER

  61. 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.
  62. GOOGLE KEYWORD PLANNER

  63. FOLLOW MY LEAD

  64. ADWORDS.GOOGLE.COM

  65. SELECT KEYWORD PLANNER

  66. SEARCH FOR KEYWORD

  67. SELECT PRODUCT CATEGORY

  68. GET IDEAS

  69. ACTIVITY LIST 10 KEYWORDS

  70. YOU HAVE 10 MINUTES LIST 10 KEYWORDS USING KEYWORD PLANNER

  71. STEP 6 FIND TARGET GROUPS AND PAGES ON FACEBOOK

  72. None
  73. USING KEYWORDS ON FACEBOOK

  74. FOLLOW MY LEAD

  75. SOCIAL GRAPH SEARCH BOX

  76. TYPE YOUR FIRST KEYWORD

  77. SEE MORE RESULTS

  78. PAGES

  79. SCAN & SELECT PAGES

  80. GROUPS

  81. SCAN & SELECT GROUPS

  82. ACTIVITY LIST 10 PAGES AND GROUPS

  83. HINT IF YOU ARE WORKING ON YOUR THING, FOLLOW/JOIN THESE

    PAGES AND GROUPS
  84. YOU HAVE 10 MINUTES LIST 10 TARGET FACEBOOK PAGES AND

    GROUPS
  85. STEP 7 FIND TARGET HASHTAGS ON TWITTER

  86. None
  87. #

  88. “LOST MY WALLET YESTERDAY AT A CLUB WHILE DANCING”

  89. “TREMENDOUSLY ENJOYED MY FIRST #DANCING CLASS”

  90. ACTIVITY TURN YOUR KEYWORDS INTO HASHTAGS

  91. BELLY DANCE = #BELLYDANCE HIP HOP DANCING = #HIPHOP OR

    #HIPHOPDANCING
  92. YOU HAVE 5 MINUTES TURN YOUR KEYWORDS INTO TWITTER HASHTAGS

  93. ONE MORE ACTIVITY VERIFY HASHTAG QUALITY

  94. RELEVANT & FRESH

  95. HINT IF YOU ARE WORKING ON YOUR THING, CREATE LISTS

    FROM THESE HASHTAGS
  96. YOU HAVE 5 MINUTES VERIFY HASHTAG QUALITY USING TWITTER SEARCH

  97. HINT BOTH FACEBOOK AND GOOGLE PLUS NOW HAVE HASHTAGS

  98. STEP 8 FIND TARGET COMMUNITIES AND PAGES ON GOOGLE PLUS

  99. None
  100. USING YOUR KEYWORDS ON GOOGLE PLUS

  101. FOLLOW MY LEAD

  102. GOOGLE PLUS SEARCH BOX

  103. TYPE YOUR FIRST KEYWORD

  104. PEOPLE & PAGES

  105. SCAN & SELECT PAGES

  106. None
  107. SCAN & SELECT COMMUNITIES

  108. ACTIVITY LIST 10 PAGES AND COMMUNITIES

  109. HINT IF YOU ARE WORKING ON YOUR THING, FOLLOW/JOIN THESE

    PAGES AND COMMUNITIES
  110. YOU HAVE 10 MINUTES LIST 10 TARGET GOOGLE+ PAGES AND

    COMMUNITIES
  111. STEP 9 POST SCREENER TO FACEBOOK, TWITTER, AND GOOGLE PLUS

  112. JOIN THE CONVERSATION

  113. POST YOUR SCREENER

  114. TAG!

  115. BE SUCCINCT, CALL TO ACTION

  116. #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  
  117. #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
  118. ACTIVITY POST ON ALL 3 SOCIAL NETWORKS. TAG PAGES YOU

    IDENTIFIED. POST ON GROUPS AND COMMUNITIES. TWEET.
  119. YOU HAVE 10 MINUTES POST ON PAGES, GROUPS, & COMMUNITIES.

    TWEET.
  120. STEP 10 TRACK RESPONSES AND SELECT PARTICIPANTS

  121. MINUTES TO HOURS

  122. SCAN RESPONSES

  123. None
  124. NEXT, CONTACT PARTICIPANTS AND SCHEDULE THEIR STUDY SESSION.

  125. RECAP

  126. FRIENDS AND FAMILY ARE BIASED

  127. ONLY YOUR TARGET AUDIENCE HELPS YOU INVALIDATE YOUR ASSUMPTIONS

  128. STEP 1 IDENTIFY PARTICIPANT CRITERIA

  129. STEP 2 TRANSFORM CRITERIA INTO SCREENING QUESTIONS

  130. STEP 3 DEFINE NON- CRITERIA

  131. STEP 4 CREATE A SCREENING QUESTIONNAIRE

  132. STEP 5 IDENTIFY KEYWORDS FOR YOUR AUDIENCE

  133. STEP 6 FIND TARGET GROUPS AND PAGES ON FACEBOOK

  134. STEP 7 FIND TARGET HASHTAGS ON TWITTER

  135. STEP 8 FIND TARGET COMMUNITIES AND PAGES ON GOOGLE PLUS

  136. STEP 9 POST SCREENER TO FACEBOOK, TWITTER, AND GOOGLE PLUS

  137. STEP 10 TRACK RESPONSES AND SELECT PARTICIPANTS

  138. STARTUP FOUNDER? TAKE THIS AND OTHER ONLINE WORKSHOPS DESIGNED FOR

    YOU. LUXR.CO
  139. ROCK ON. THANK YOU. @tsharon