1. Screening For Crazy
and other tips for getting the right research participants
Laura Klein
@lauraklein
laura@usersknow.com
http://www.usersknow.com
Wednesday, December 5, 2012

2. @lauraklein
You’re Talking To The Wrong
People
Wednesday, December 5, 2012

3. @lauraklein
Does It Really Matter Who You
Talk To?
Sometimes
Wednesday, December 5, 2012

4. @lauraklein
Understanding Users Vs Usability
To understand your users, you need to talk to your
users.
To understand usability, you need to test people LIKE
your users.
Wednesday, December 5, 2012

5. @lauraklein
Who To Recruit
Talk to your real users & people like your real users in
key ways.
If you don’t have users, create a persona that you think
represents potential users and recruit people like that.
Wednesday, December 5, 2012

6. @lauraklein
How To Recruit
Create a short survey (screener) that will help narrow
down whether the possible participant fits the persona.
Wednesday, December 5, 2012

7. @lauraklein
Where To Recruit
Post a link to the screener where you are likely to get
qualified traffic.
•Craigslist
•Facebook, Google, or LinkedIn Ads
•Friends of friends
•Twitter
•Mechanical Turk
•Local stores/gyms schools (if applicable)
Wednesday, December 5, 2012

8. @lauraklein
Offer An Incentive
A small incentive (between $5 and $50) can make your
recruiting go MUCH faster.
Wednesday, December 5, 2012

9. @lauraklein
Screener Tip #1
Include disqualifying answers.
Example:
How many pets do you own?
__0 not interested in talking to non pet owners
__1
__2-4
__5-10
__10+ not interested in talking to crazy pet owners
Wednesday, December 5, 2012

10. @lauraklein
Screener Tip #2
Include fake answers to weed out people who just
want the incentive.
Example:
Which pet related sites have you used?
__Petsmart
__DogVacay
__Jobs4Pets LIES!!!!!
__WagHotels
Wednesday, December 5, 2012

11. @lauraklein
Screener Tip #3
Screen for crazy. Asking a short, open ended question
gives you an idea of how the participant will express
herself.
Example:
Tell us about your favorite place to go with your pet
and why you like it.
MY FAVS DOGGIE PLacE IS TEH cemETARy
bcuz i LUV DEAD STUFF.
No.
Wednesday, December 5, 2012

12. @lauraklein
Screener Tip #4
Don’t forget to ask for an email address so that you can
contact the people who answer appropriately on the
screener!
Wednesday, December 5, 2012

13. @lauraklein
The Single Most Important
Recruiting Resource Ever
Ask good research participants for referrals to other
people like them!
Wednesday, December 5, 2012

14. Questions?
You know where to find me...
@lauraklein
laura@usersknow.com
http://www.usersknow.com
Wednesday, December 5, 2012

15. @lauraklein
Exercise!
Write a screener to recruit 5 of the following type of people:
•Experienced pet owner
•Currently owns exactly 2 dogs
•Does not own any other pets
•Considers themselves average computer users
•Lives within 30 miles of San Francisco
•Mix of City and Suburbs
•Not employed full time outside the house
•Spends at least three hours/week doing activities with dogs
•Not crazy
Wednesday, December 5, 2012