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.

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
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
43. YOU HAVE 5 MINUTES NON-CRITERIA | BENCHMARK | QUESTION
44. STEP 4 CREATE A SCREENING QUESTIONNAIRE
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
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
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
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
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
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
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