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
   

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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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