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Recruiting Participants for Customer Research

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.

Tomer Sharon

March 27, 2014
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  1. RECRUITING UX
    RESEARCH
    PARTICIPANTS USING
    SOCIAL MEDIA
    TOMER SHARON, SR. UX RESEARCHER, GOOGLE @tsharon

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  2. PLEASE MAKE SURE YOU HAVE
    ACCOUNTS ON THESE SERVICES.
    WE’LL USE THEM THROUGHOUT THE
    WORKSHOP.
    @tsharon
    free, no
    need to
    publish
    ads

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  3. @tsharon

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  4. GOAL
    LEARN HOW TO RECRUIT
    A LINEUP OF GREAT
    PARTICIPANTS FOR
    YOUR USER RESEARCH.

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  5. INTRO
    10 STEPS
    10 ACTIVITIES

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  6. PARTICIPANTS

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  7. KEEP YOU HONEST

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  8. HELP INVALIDATE
    ASSUMPTIONS

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  9. DATA è INFORMATION è KNOWLEDGE

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  10. FRIENDS AND
    FAMILY

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  11. HAPPY TO SHARE
    THEIR OPINIONS

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  12. [ALMOST] ALWAYS
    POSITIVE

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  13. BIASED

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  14. WHO ARE
    THE RIGHT
    PEOPLE?

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  15. YOUR TARGET
    AUDIENCE

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  16. NOT [NECESSARILY]
    PEOPLE NEAR YOU

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  17. THE RIGHT
    PARTICIPANTS

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  18. ENSURE YOU HAVE
    THE RIGHT DATA

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  19. HELP YOU LEARN
    THE BEST LESSONS

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  20. INVALIDATE
    ASSUMPTIONS

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

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  22. OPTION 1
    YOUR
    THING.
    DO IT.
    OPTION 2
    COFFEE
    SHOP
    APP.
    MEH.

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  23. ARE THERE
    TEAMS HERE?

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  24. STEP 1
    IDENTIFY
    PARTICIPANT
    CRITERIA

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  25. ACTIVITY
    LIST 5 ATTRIBUTES
    OF YOUR TARGET
    AUDIENCE

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  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

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

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  28. STEP 2
    TRANSFORM
    CRITERIA INTO
    SCREENING
    QUESTIONS

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  29. PEOPLE ARE
    FUNNY

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  30. FROM CRITERIA TO
    BENCHMARKS

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

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  32. AVOID LEADING
    QUESTIONS

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

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  34. HOW OFTEN DO
    YOU POST ON
    FACEBOOK?

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

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  36. ACTIVITY
    CREATE
    SCREENING
    QUESTIONS

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  38. YOU HAVE 10 MINUTES
    CRITERIA | BENCHMARK | QUESTION

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  39. STEP 3
    DEFINE NON-
    CRITERIA

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  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

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  41. ACTIVITY
    CREATE MORE
    SCREENING
    QUESTIONS

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  43. YOU HAVE 5 MINUTES
    NON-CRITERIA | BENCHMARK | QUESTION

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  44. STEP 4
    CREATE A
    SCREENING
    QUESTIONNAIRE

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  46. GOOGLE FORMS

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  47. SCREENER
    GOALS

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  48. SCREEN PEOPLE IN

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  49. SCREEN PEOPLE
    OUT

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  50. COLLECT CONTACT
    INFORMATION

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  51. UNDERSTAND
    AVAILABILITY

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

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  53. ACTIVITY
    CREATE A
    SCREENER
    [USE FORMS, USE YOUR QUESTIONS, KEEP
    IT SIMPLE, ONE PAGE, NO BRANCHING]

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  54. YOUR HOMEWORK
    CREATE A SCREENER USING A GOOGLE FORM

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  55. STEP 5
    IDENTIFY
    KEYWORDS FOR
    YOUR AUDIENCE

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  56. FROM
    RESPONDENTS TO
    PARTICIPANTS

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  58. FIND THEM WHERE
    THEY LINGER

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  59. DANCE SCHOOLS
    CLUBS
    SHOWS
    CONTESTS

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  60. FIND THEM WHERE
    THEY LINGER

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  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.

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  62. GOOGLE KEYWORD
    PLANNER

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  63. FOLLOW MY LEAD

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  64. ADWORDS.GOOGLE.COM

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  65. SELECT KEYWORD
    PLANNER

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  66. SEARCH FOR KEYWORD

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  67. SELECT PRODUCT CATEGORY

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  68. GET IDEAS

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  69. ACTIVITY
    LIST 10 KEYWORDS

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

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  71. STEP 6
    FIND TARGET
    GROUPS AND
    PAGES ON
    FACEBOOK

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  73. USING KEYWORDS
    ON FACEBOOK

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  74. FOLLOW MY LEAD

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  75. SOCIAL GRAPH
    SEARCH BOX

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  76. TYPE YOUR FIRST
    KEYWORD

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  77. SEE MORE RESULTS

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  78. PAGES

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  79. SCAN & SELECT
    PAGES

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  80. GROUPS

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  81. SCAN & SELECT
    GROUPS

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  82. ACTIVITY
    LIST 10 PAGES AND
    GROUPS

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

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

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  85. STEP 7
    FIND TARGET
    HASHTAGS ON
    TWITTER

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  87. #

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

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  89. “TREMENDOUSLY
    ENJOYED MY FIRST
    #DANCING CLASS”

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  90. ACTIVITY
    TURN YOUR
    KEYWORDS INTO
    HASHTAGS

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

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

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  93. ONE MORE ACTIVITY
    VERIFY HASHTAG
    QUALITY

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  94. RELEVANT & FRESH

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

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

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  97. HINT
    BOTH FACEBOOK
    AND GOOGLE PLUS
    NOW HAVE
    HASHTAGS

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

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  100. USING YOUR
    KEYWORDS ON
    GOOGLE PLUS

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  101. FOLLOW MY LEAD

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  102. GOOGLE PLUS
    SEARCH BOX

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  103. TYPE YOUR FIRST
    KEYWORD

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  104. PEOPLE & PAGES

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  105. SCAN & SELECT
    PAGES

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  107. SCAN & SELECT
    COMMUNITIES

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  108. ACTIVITY
    LIST 10 PAGES AND
    COMMUNITIES

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

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

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

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  112. JOIN THE
    CONVERSATION

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  113. POST YOUR SCREENER

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  114. TAG!

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  115. BE SUCCINCT, CALL
    TO ACTION

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  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  

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  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

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  118. ACTIVITY
    POST ON ALL 3 SOCIAL
    NETWORKS. TAG PAGES YOU
    IDENTIFIED. POST ON
    GROUPS AND COMMUNITIES.
    TWEET.

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

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  120. STEP 10
    TRACK RESPONSES
    AND SELECT
    PARTICIPANTS

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  121. MINUTES TO HOURS

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  122. SCAN RESPONSES

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  124. NEXT, CONTACT
    PARTICIPANTS AND
    SCHEDULE THEIR
    STUDY SESSION.

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  125. RECAP

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  126. FRIENDS AND
    FAMILY ARE BIASED

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  127. ONLY YOUR TARGET
    AUDIENCE HELPS
    YOU INVALIDATE
    YOUR ASSUMPTIONS

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  128. STEP 1
    IDENTIFY
    PARTICIPANT
    CRITERIA

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  129. STEP 2
    TRANSFORM
    CRITERIA INTO
    SCREENING
    QUESTIONS

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  130. STEP 3
    DEFINE NON-
    CRITERIA

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  131. STEP 4
    CREATE A
    SCREENING
    QUESTIONNAIRE

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  132. STEP 5
    IDENTIFY
    KEYWORDS FOR
    YOUR AUDIENCE

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  133. STEP 6
    FIND TARGET
    GROUPS AND
    PAGES ON
    FACEBOOK

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  134. STEP 7
    FIND TARGET
    HASHTAGS ON
    TWITTER

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

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

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  137. STEP 10
    TRACK RESPONSES
    AND SELECT
    PARTICIPANTS

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

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  139. ROCK ON.
    THANK YOU.
    @tsharon
     

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