recruiting better user research participants: upa 2011
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© 2010. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. 1Recruiting Better User Research Participants
Presented by Jim Ross
23 June 2011
Recruiting Better User Research Participants
Principal of Research & StrategyElectronic Ink
UPA 2011
23 June, 2011
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© 2010. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Recruiting Better User Research Participants 2
Why talk about recruiting?
23 June 2011
User research is only as good as the participants you recruit.
It’s difficult to recruit participants who …•Are representative•Can express themselves and provide useful information•Show up
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Why talk about recruiting?
23 June 2011
Have you ever …•Recruited someone who didn’t fit the profile or was just odd?
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© 2010. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Recruiting Better User Research Participants 4
Why talk about recruiting?
23 June 2011
Have you ever …•Recruited someone who lied to get into the study and was just in it for the money?
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Why talk about recruiting?
23 June 2011
Have you ever …•Recruited people who couldn’t express themselves?
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Why talk about recruiting?
23 June 2011
Have you ever …•Had too many no shows and cancellations?
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Why talk about recruiting?
23 June 2011
What other recruiting problems have you had?
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What we’ll talk about
23 June 2011
Recruiting for moderated research•Who should do the recruiting? •Writing a better screener•Minimizing no-shows•Recruiting backup participants
Recruiting for unmoderated, remote research•Emailing participants•Using an online panel•Using online intercepts
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Recruiting for Moderated Research.
23 June 2011
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Recruiting for Moderated Research.
23 June 2011
Who should do the recruiting?
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Who should do the recruiting?
23 June 2011
Recruiting options• You• Your client• A recruiting company
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Recruiting for Moderated Research.
23 June 2011
Doing the recruiting yourself
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Doing the recruiting yourself
23 June 2011
Advantages• You know what you’re looking for.• You have more control over who is recruited.• You sound more human and less like a telemarketer.• You save money.
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Doing the recruiting yourself
23 June 2011
Disadvantages• It’s difficult if you don’t already have a list to work from.• It’s time consuming to find, contact, screen, and schedule.• It may require a lot of cold calling.
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Doing the recruiting yourself
23 June 2011
Start with lists of potential participants - customer lists, membership lists, employee directories, etc.
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Or gather participants from your website with a recruiting page or an online intercept.
Doing the recruiting yourself
23 June 2011
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Or advertise or connect through social media and other sources.
Doing the recruiting yourself
23 June 2011
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Recruiting for Moderated Research.
23 June 2011
Having your client do the recruiting
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Having your client do the recruiting
23 June 2011
Advantages• Clients have access to employee, customer, and member lists.• Employees, customers, or members are more likely to volunteer.• It saves you money and time.
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Having your client do the recruiting
23 June 2011
Disadvantages• Clients may not be very good at recruiting.• Clients may not possess the time and organizational skills required.• Clients often pass on vague or incorrect information about the research.
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Having your client do the recruiting
23 June 2011
Provide your client with detailed instructions.• Profile of who to recruit• And who not to recruit
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Having your client do the recruiting
23 June 2011
Provide your client with detailed instructions.• Schedule of sessions
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Having your client do the recruiting
23 June 2011
Provide your client with detailed instructions.• Description of the study to give to participants
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Having your client do the recruiting
23 June 2011
Ensure they do it correctly.• Delegate to someone with time and organizational skills. • Monitor the recruited participants. • Email the scheduled participants to introduce yourself and provide more
details.
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Recruiting for Moderated Research.
23 June 2011
Using a recruiting company
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Using a recruiting company
23 June 2011
Advantages• It saves you a lot of time and effort.• It’s a good option when you have no existing lists or other resources.• With the right information, a good recruiting company can get the best
participants.
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Using a recruiting company
23 June 2011
Disadvantages• It’s the most expensive recruiting option.• You might get “professional” participants who are only in it for the money.• With poor direction or a bad recruiting company, you can get the worst
participants.
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Using a recruiting company
23 June 2011
Selecting a recruiting company• Get referrals from other researchers.• Get quotes from several recruiting companies - cost and confidence.• Look for good communication.• Cultivate several recruiting companies you can use regularly.
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Using a recruiting company
23 June 2011
A strong and clearly written screener is essential.
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Using a recruiting company
23 June 2011
Review the list of recruited participants.• Ensure they fit what you’re looking for.• Have your client review and approve the list also - CYA!
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Recruiting for Moderated Research.
23 June 2011
Deciding who will do the recruiting
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Deciding who will do the recruiting
23 June 2011
Do your own recruiting when:• You have more time than money.• You don’t mind or are effective at cold calling.• You can hire someone else to do the recruiting – intern, staff recruiter.• You can use existing lists, recruit from your website, or advertise.• You already have a connection with potential participants.
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Deciding who will do the recruiting
23 June 2011
Have your client do the recruiting when:• Your client has detailed contact lists of employees, customers, or
members.• Your client already has a connection with potential participants.• Your client has the time and coordination to do this effectively.• Your client has successfully done recruiting in the past.
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Deciding who will do the recruiting
23 June 2011
Hire a recruiting company when:• You have more money than time.• You don’t want to “cold call” and screen participants.• You don’t have an easy way to find potential participants.
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Recruiting for Moderated Research.
23 June 2011
Writing a better screener
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Writing a better screener
23 June 2011
Keep people from hanging up on you• Quickly get to the point.• You’re not selling anything.• You’re recruiting for a paid study.
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Writing a better screener
23 June 2011
Ask likely elimination questions first• Only the most promising will go through all the questions.
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Eliminate the usual suspects• Eliminate recent participants.
How would you answer this question if you wanted to get into the study?
Writing a better screener
23 June 2011
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Eliminate the usual suspects• “Professional” participants might lie.• Recruiters should check their records before calling people.
“A few years ago.”
Writing a better screener
23 June 2011
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Writing a better screener
23 June 2011
Eliminate conflicts of interest• Existing relationship with your client - employee, employee of a
competitor, etc.• Too much inside knowledge - web designer, developer, marketer, etc.
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Writing a better screener
23 June 2011
Avoid reading multiple choice answers• The “correct” answer is often obvious
How would you answer this question if you wanted to get into the study?
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Avoid reading multiple choice answers• The “correct” answer is often obvious
“None of these”
Writing a better screener
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Ask open-ended questions instead of reading the answers
How would you answer this question if you wanted to get into the study?
Writing a better screener
23 June 2011
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Ask open-ended questions instead of reading the answers• Requires the recruiter to know which professions should terminate the
screening
Writing a better screener
23 June 2011
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Writing a better screener
23 June 2011
Don’t make the elimination answers obvious
How would you answer this question if you wanted to get into the study?
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Don’t make the elimination answers obvious
“19 – 24” seems like a safe answer.
Writing a better screener
23 June 2011
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Include multiple elimination answers.
How would you answer this question if you wanted to get into the study?
Writing a better screener
23 June 2011
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Include multiple elimination answers• It’s not obvious which answers will get you eliminated.
Writing a better screener
23 June 2011
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Writing a better screener
23 June 2011
Avoid giving away what you’re looking for
How would you answer this question if you wanted to get into the study?
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Writing a better screener
23 June 2011
Avoid giving away what you’re looking for
“Yes”
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Avoid giving away what you’re looking for• Providing many choices obscures what you’re looking for
How would you answer this question if you wanted to get into the study?
Writing a better screener
23 June 2011
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Avoid giving away what you’re looking for• Providing many choices obscures what you’re looking for
Writing a better screener
23 June 2011
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Avoid giving away what you’re looking for• Beware of those who choose everything to try to get into the study.
Writing a better screener
23 June 2011
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Avoid giving away what you’re looking for• Set a reasonable limit to eliminate fakers.
Writing a better screener
23 June 2011
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Avoid giving away what you’re looking for• Use open-ended questions to completely hide what you’re looking for.
Writing a better screener
23 June 2011
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Writing a better screener
23 June 2011
Ask questions that only qualified participants can answer
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Writing a better screener
23 June 2011
Ask questions that only qualified participants can answer
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Writing a better screener
23 June 2011
Require proof• Require participants to provide proof of qualification.• Provide a graceful exit, so that people don’t have to be caught in a lie.
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Writing a better screener
23 June 2011
Recruit based on behavior and attitudes• Most demographics aren’t very important for small-scale research.
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Writing a better screener
23 June 2011
Recruit based on behavior and attitudes• Screen for desired behaviors.
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Writing a better screener
23 June 2011
Recruit based on behavior and attitudes• Negative attitudes towards your client or subject matter may disqualify
people.
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Writing a better screener
23 June 2011
Recruit based on behavior and attitudes• Screen for desired attitudes.
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Writing a better screener
23 June 2011
Recruit based on behavior and attitudes• Interpret attitudes and behaviors based on answers.
What do you think we’re looking for here?
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Recruit based on behavior and attitudes• Interpret attitudes and behaviors based on answers.
People interested in Japanese cars
Writing a better screener
23 June 2011
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Writing a better screener
23 June 2011
Don’t ask questions that are difficult to answer
Can you answer this question easily and accurately?
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Don’t ask questions that are difficult to answer• Estimating the average number of hours per day is easier.
Is this question easier to answer?
Writing a better screener
23 June 2011
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Writing a better screener
23 June 2011
Don’t use the screener to gather information• Only include questions that screen participants.• Save information gathering for a pre-study questionnaire.
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Writing a better screener
23 June 2011
Screen for computer, Web, and technology experience• You may want to eliminate those with very low and very high
experience.
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Screen for computer, Web, and technology experience• Self-assessments allow those who are truly uncomfortable with
technology to excuse themselves from the study.• But don’t rely only on self-assessments.
Writing a better screener
23 June 2011
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Writing a better screener
23 June 2011
Screen for computer, Web, and technology experience• Make your own assessment based on activities and behaviors.
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Writing a better screener
23 June 2011
Screen for eloquence• Ask an open-ended question related to your topic to judge
expressiveness.
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Writing a better screener
23 June 2011
Screen for eloquence• But be careful not to eliminate qualified, quiet participants.• “Normal” people may not be as entertaining as “professional”
participants.• Recruit representative participants, not only those who speak in perfect
sound bites.
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Writing a better screener
23 June 2011
Ensure that people are physically able to participate
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Writing a better screener
23 June 2011
Let people know what they’ll be doing• Eliminate surprises and potential discomfort.• Allow those who would be uncomfortable to back out.
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Writing a better screener
23 June 2011
Test your screener with a colleague• Ask a colleague to try to fake his/her way through the screener.• Recruiting company should point out problems in logic.
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Writing a better screener
23 June 2011
Get your client to approve the screener – CYA!• Your client becomes responsible for the types of people recruited.• It’s difficult for them to complain later about the quality of the
participants.
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Recruiting for Moderated Research.
23 June 2011
Minimize No-Shows
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Minimize No-Shows
23 June 2011
Locate your research conveniently.• Where are your participants usually located during your session times?• How easy is it to get to and find your location? • Traffic? Public transportation? Parking?• Is it more convenient to go to your participants or conduct remote
sessions?
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Minimize No-Shows
23 June 2011
Schedule your research conveniently• What are your ideal participants usually doing during your session
times?• Schedule a variety of session times.• Who’s most available for weekday research?
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Minimize No-Shows
23 June 2011
Avoid days and conditions that result in more no-shows• Fridays• Days before holidays• Bad weather – snowstorms, rainstorms, etc.
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Minimize No-Shows
23 June 2011
Provide appropriate incentives.• Make it worth their while to show up.• Make it appropriate to the person and to the activity.
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Minimize No-Shows
23 June 2011
Contact participants to confirm• Remind them to attend.• Give directions and parking / transportation information.• A good way to receive early warning of no-shows and get a head start
on recruiting replacements
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Recruiting for Moderated Research.
23 June 2011
Recruit Backup Participants
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Recruit Backup Participants
23 June 2011
Two approaches to backup participants• Floaters• Over-recruiting
Floaters Over-recruiting
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Recruit Backup Participants
23 June 2011
Floaters• Wait on standby to fill in for no-shows or inappropriate participants
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Recruit Backup Participants
23 June 2011
Floaters• Wait on standby to fill in for no-shows or inappropriate participants
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Recruit Backup Participants
23 June 2011
Floaters• Wait on standby to fill in for no-shows or inappropriate participants
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Recruit Backup Participants
23 June 2011
Over-recruiting• Recruit several extra participants to use for no-shows• Dismiss and pay those you don’t need
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© 2010. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Recruiting Better User Research Participants 89
Recruit Backup Participants
23 June 2011
Over-recruiting• Recruit several extra participants to use for no-shows• Dismiss and pay those you don’t need
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Recruit Backup Participants
23 June 2011
Over-recruiting• Recruit several extra participants to use for no-shows• Dismiss and pay those you don’t need
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Recruit Backup Participants
23 June 2011
Use floaters when• You want to be sure your observers always have a participant to
observe• You don’t have time for an extra day of backup sessions• You don’t have money to pay for an extra day of sessions at a research
facility
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© 2010. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Recruiting Better User Research Participants 92
Recruit Backup Participants
23 June 2011
Use over-recruiting when• It’s not important that your observers have a participant to watch for
each session• You have time and money for an extra day of backup sessions• You want to save money on incentives• Your participants don’t want to wait around as floaters
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© 2010. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Recruiting Better User Research Participants 93
Recruiting for Unmoderated, Remote Research.
23 June 2011
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Recruiting for Unmoderated, Remote Research
23 June 2011
What is different about unmoderated, remote research?• Large numbers of participants from anywhere in the world can
participate• Participants visit a website to complete the study on their own time• Unmoderated tools automatically capture and present the data
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Recruiting for Unmoderated, Remote Research
23 June 2011
With a large number of potential participants, different methods are required to: • Find• Screen• Contact• And convince people to participate
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Recruiting for Unmoderated, Remote Research
23 June 2011
Three recruiting methods for unmoderated studies
Emailing participants
Online panel Online intercept
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Recruiting for Unmoderated, Remote Research.
23 June 2011
Emailing Potential Participants
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Emailing Potential Participants
23 June 2011
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Emailing Potential Participants
23 June 2011
Gather a list of potential participants• Use existing lists of customers, members, employees, etc.• Recruit from your website• Advertise
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Emailing Potential Participants
23 June 2011
Narrow the list of participants using existing information.
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Emailing Potential Participants
23 June 2011
Avoid adding screening questions to your study• Each question adds to the length of the
study, increasing abandonment.
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Emailing Potential Participants
23 June 2011
Determine how many people to email• Determine the minimum number of participants for acceptable results.
- Tullis and Wood showed 30 - 50 is needed for online card sorting. [1]
• Assume a low response rate of 5% and email an appropriately larger population.
[1] Tullis, Tom, and Larry Wood. “How Many Users Are Enough for a Card-Sorting Study?” Proceedings UPA 2004, Minneapolis, MN, June 7–11, 2004. Retrieved March 7, 2011: http://home.comcast.net/~tomtullis/publications/UPA2004CardSorting.pdf
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Emailing Potential Participants
23 June 2011
Determine how many people to email• Determine the maximum number of participants to accept.• Avoid paying too much in incentives.
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Emailing Potential Participants
23 June 2011
Keep it short, briefly describe the study, and provide a link to the study
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Emailing Potential Participants
23 June 2011
Don’t provide the study instructions in the email
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Emailing Potential Participants
23 June 2011
Highlight the incentives, both monetary and altruistic
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Emailing Potential Participants
23 June 2011
Provide appropriate incentives: individual incentives are small but add up.
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Emailing Potential Participants
23 June 2011
Provide appropriate incentives: entry into a drawing is often easier.
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Emailing Potential Participants
23 June 2011
Provide appropriate incentives: with equal appeal to everyone.
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Emailing Potential Participants
23 June 2011
Establish credibility with individual emails in a friendly, professional tone.
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Emailing Potential Participants
23 June 2011
Establish credibility by providing contact information.
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Emailing Potential Participants
23 June 2011
Establish credibility by sending the emails from a familiar person.
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Emailing Potential Participants
23 June 2011
Monitor participation and send reminders• Monitor the number and type of people who have completed the study.• If necessary, send reminder emails.
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Recruiting for Unmoderated, Remote Research.
23 June 2011
Using an Online Panel
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Using an Online Panel
23 June 2011
A panel is a database of people who have volunteered for surveys.
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Using an Online Panel
23 June 2011
Panels are provided by many recruiting and market research companies.
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Using an Online Panel
23 June 2011
Panel members are already pre-screened• You provide the details of the people you’re looking for instead of a
screener.• The recruiter filters the database to find people matching those
characteristics.
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Using an Online Panel
23 June 2011
Screening• You can also add additional screening questions to the beginning of
your study.• Panel participants are motivated to take surveys, so you don’t have to
worry as much about extra questions leading to abandonment.
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Using an Online Panel
23 June 2011
You pay the panel company based on the number of “completes.”• For each person who completes the study, you pay a recruiting fee and
small incentive.• Limit your costs by ending the study after a maximum number of
participants.
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Using an Online Panel
23 June 2011
Quality of panel participants• They want to participate in studies, and they want to be invited back.• This motivates them to take the study seriously and provide thorough
feedback.
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Using an Online Panel
23 June 2011
Quality of panel participants• They are more likely to be “professional” participants, primarily in it for
the money.• They may not represent your typical user.
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Recruiting for Unmoderated, Remote Research.
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Using Online Intercepts
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Using Online Intercepts
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Online intercepts pop-up on websites to invite people to participate.
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Using Online Intercepts
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Those who accept are taken to a brief screening questionnaire.
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Using Online Intercepts
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Those who pass screening can either be …•Added to a participant database •Contacted immediately for a remote, moderated study•Taken directly into an unmoderated study
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Using Online Intercepts
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Creating an online intercept•Some unmoderated tools provide the ability to create intercepts.•Otherwise you may need a developer to create the intercept and tie it into the site.
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Using Online Intercepts
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Advantages of online intercepts• They recruit “real users” who are already on the website.• Automatic screening and recruiting saves time.• They can remain on a website indefinitely, continually recruiting for
long-term studies.
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Using Online Intercepts
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Disadvantages of online intercepts• Most people ignore them and don’t volunteer.• Intercepted participants have less motivation to complete the study. • Require a lot of site traffic or waiting a long time to get enough
participants.
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Using Online Intercepts
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Incentives• Providing incentives to each participant is difficult logistically and
financially.• Using prize drawings may be an easier, less expensive incentive.*
* Be careful of the legal issues surrounding contests and sweepstakes. Consult a lawyer if needed.
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Recruiting for Unmoderated, Remote Research.
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Choosing Between These Methods
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Choosing Between These Methods
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Email the participants if …• You have access to a list of potential participants.• You don’t need to do much additional screening.• The emails can be sent from someone the participants know.• You have more time than money.
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Choosing Between These Methods
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Use an online panel if …• You can’t easily get a list of potential participants. • You need a very specific type of participant, which would require a lot of
screening.• Your study requires a lot of time and effort for the participants to
complete.• You have more money than time.
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Choosing Between These Methods
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Use online intercepts if …• You can’t easily get a list of potential participants.• You want to use your site’s current users.• Your site gets enough traffic or you can wait for enough responses to
accumulate.• You’ll be running ongoing studies on your site.
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Recruiting Better User Research Participants
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Conclusion
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Conclusion
23 June 2011
Recruiting can be difficult, but it’s a crucial first step for effective research.• It’s worth taking the extra time to ensure that you get representative
participants, who provide useful feedback, and who show up!
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Questions and Discussion.
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Thank You.
Recruiting Better User Research Participants 13723 June 2011
Jim Ross, Principal of Research & [email protected]