Let’s face it - recruiting for your UX research and usability testing can sometimes feel like an onerous task. It can seem like the users you want to recruit have suddenly vanished from the planet, that there are never enough of them or that you simply don’t have the time to find them. The good news is that your target users do exist and they are out there - you might just not be looking in all the right places. In this sense you can think of recruiting as like speed dating – you have to put yourself in the same space they are, and be able to quickly assess if they’re a good match. Leah Kaufman of Lenovo is here to share her tips on how to find the people you want to recruit by being in the same places they are.

1. Putting Yourself Where Your Users Are -
How To Recruit for UX Research & Usability
Testing
Featuring Leah Kaufman & Kuldeep Kelkar

2. Quick Housekeeping
• Control panel on the side of your screen
if you have any comments during the
presentation
• Time at the end for Q&A
• Today’s webinar will be recorded for
future viewing
• All attendees will receive a copy of the
slides/recording
• Continue the discussion using
#uzwebinar

3. Meet the Speakers
Leah Kaufman
Senior UX Research Manager
Lenovo
Kuldeep Kelkar
VP of UX Consulting & Professional Services
UserZoom

4. Agenda
• Defining who you want to talk to
• Where to look for participants
• Screening & verifying
• How to make an inviting invite
• Best practices

5. Defining who you want to see & talk to
#UZWEBINAR
Usable data comes from the people you need to know about
- Define your profile(s):
- Get stakeholder buy-in for your profile(s)
age, education,
income level,
gender, location
life/lifestyle,
e.g. has
teenage kids,
commutes to
work, likes to
cook, reads
books on a
Kindle
BASIC
DEMOGRAPHICS
TECH
EXPERIENCE
DOMAIN
KNOWLEDGEEVERYDAY LIFE
career, school
or work
experience, e.g.
college student,
travels for work,
graphic
designer, stay-
at-home parent
level of tech
experience,
knowledge of
web, device,
app, software,
hardware,
social media
use

6. How to decide which source(s) to use
#UZWEBINAR
Profile
✓ How specific/detailed is your profile?
What you want to learn from the study
Type of study
✓ Live
✓ Moderated+Remote
✓ Unmoderated
Resources for / constraints on recruiting
✓ Funding – what can you afford and how soon can you get the funds
✓ Time – how soon do you need the results
✓ Staff – who will do the actual recruiting

7. Where to find your profile(s)
#UZWEBINAR
Not CheapCheap
Quick
Recruit
Slow
Recruit
Your Company
✓ Sales/CRM
✓ Customer
feedback
✓ Product
Registration
✓ Website recruiting
Co-workers/Friends &
family
Online communities/
forums
✓ Craigslist
✓ Facebook
Field
recruiting/
guerilla testing
Social media
✓ Twitter
Recruiting firm
✓ Fieldworks
✓ Cint
Consumer Panel
✓ VisionCritical

8. Where to find your profile(s) - examples
#UZWEBINAR
Not CheapCheap
Quick
Recruit
Slow
Recruit
Your Company
✓ Sales/CRM
✓ Customer
feedback
✓ Product
Registration
✓ Website recruiting
Co-workers/Friends &
family
Recruiting firm
✓ Fieldworks
✓ Cint
Online recruiting/testing
✓ www.fivesecondtest.
com
✓ www.mechanicalturk
.com
✓ www.usertesting.co
m
✓ www.userzoom.com
✓ www.dscout.com
✓ www.optimalworksh
op.com
.
.
.
Online communities/
forums
✓ Craigslist
✓ Facebook
Field
recruiting/
guerilla testing
Social media
✓ Twitter
You recruit
They recruit
Recruiting firm
✓ Fieldworks
✓ Cint
Consumer Panel
✓ VisionCritical

9. Where to find your profile(s) - examples
#UZWEBINAR
Not CheapCheap
Quick
Recruit
Slow
Recruit
Your Company
✓ Sales/CRM
✓ Customer
feedback
✓ Product
Registration
✓ Website recruiting
Co-workers/Friends &
family
Recruiting firm
✓ Fieldworks
✓ Cint
Online recruiting/testing
✓ www.fivesecondte
st.com
✓ www.mechanicalt
urk.com
✓ www.usertesting.c
om
✓ www.userzoom.co
m
✓ www.dscout.com
.
.
.Online communities/
forums
✓ Craigslist
✓ Facebook
Field
recruiting/
guerilla testing
Social media
✓ Twitter
You recruit
They recruit
Consumer Panel
✓ VisionCritical
Less control &
specificity
More control &
specificity

10. Writing the invite
#UZWEBINAR
Attitude
● Show that you know them
● Show that you value their time and what they know
Invitation structure
● Header/Subject line
● Body
● Screening questions
● Description
● How to say, “Sure sign me up”
● What will happen next
Contents (based on Jim Ross from Infragistics.com)
● Brief
● Well-written, easy to scan
● Explanatory
● Pre-screen
● Trustworthy
● Persuasive

11. #UZWEBINAR
Subject: A 5-minute survey about gaming that gets you a $20 gift card!
Do you eat live and breathe online games? We have a 5-minute survey that asks about your gaming
experience. Answer the questions by 7/22 at 12:00 PM and you’ll get a $20 Amazon gift card.
Click here to go to the survey!
Know any other gamers? Send them this link!
Thanks!
[Real person’s name]
Customer Team at [Company]
Subject: We need you to do a survey
We need 40 people to do a short survey that will ask you a set of questions about your experience
participating in and playing online computer games on your computer.
If you are interested in participating there is a link below to click on to go to the survey. Everyone who
completes the survey will receive a gift of a $20 Amazon gift card.
To take the survey, click the link for the survey here: www.linktothesurvey.com
Survey must be completed by 12:00 pm on July 22, 2016 for you to be eligible to receive the gift card. If
you know any other people who you believe might be qualified for this survey, please forward this
email to them so they can also participate.
Thank you for your assistance,
[Company]
A
B
Example invites

12. #UZWEBINAR
● Make time on your screening questions
● Avoid questions that give away what you’re looking for
● Be specific about what you want them know or know how to do
● Verify that the screening questions capture the people you want
● Review the answers given to screening questions
● Pilot test
● Soft launch
Which description fits you best?
a. I like to play online PC games, but there are other things
that l like to do better.
b. I haven't been playing online PC games that long or that
much, but I'm definitely ready to play more.
c. I love playing online PC games and play as often as I
can.
d. I live, eat and breathe playing online PC games.
Screening question for study on gaming communities
Check off all aspects of Excel that you can use
quickly and well:
❑ Sort Z to A
❑ Insert a row
❑ Pivot table
❑ Average
❑ IF formula
Screening question to avoid advanced Excel users
❑ Edit in a cell
❑ Custom date format
❑ Merge worksheets with
Lookup
❑ Hide columns
❑ Make a chart with 2 y-axes
Screening & verifying

13. Best practices
#UZWEBINAR
● Track who you recruit
● Contact info
● Profile info
● If used in study
● Rating
● Compensation
● Notes
● Say “thank you”
● let them follow-up with you if needed

14. #UZWEBINAR
Incentives
● Cash
● Product
● Discount/promo code
● Gift card
● Participate in a drawing
● Donation to a charity
Pros
● Shows you value their time
● May attract people who otherwise won’t participate
Cons
● Intrinsic motivation sometimes valued more
● Incentive =/= payment for time
● Different rules in different countries
Legal issues
● Opted-in for marketing messages = okay to invite
“For contests of chance, making prize redemption
conditional on answering a skill-testing question turns
a game of pure chance into a (legal) game of mixed
chance and skill. Generally, a time-limited, multi-step
and multi-operational mathematical skill testing
question, answered without assistance, is sufficient.”
http://www.thompsoncoburn.com/news-and-
information/sweepstakes-law-blog/blog/
13-06-26/what-you-need-to-know-about-
canadian-sweepstakes-and-contest-
regulations.aspx
Canadian games of chance
Best practices

15. Summary
#UZWEBINAR
• Define who do you want to test
• Decide on a source: profile • time • funding
• Screen & verify
• Make an inviting invite
• Best practices: tracking • legal isues

16. Kuldeep Intro
#UZWEBINAR
Kuldeep Kelkar
VP Research Services
UserZoom

17. Multiple ways of recruiting participants…
#UZWEBINAR

18. Not endorsing any companies listed in this presentation…
Simply highlighting our experiences in using several sources for
recruiting participants…
Disclaimer…
#UZWEBINAR

19. Free report
https://www.nngroup.com/reports/how-to-recruit-participants-usability-studies/
#UZWEBINAR

20. Multiple ways of recruiting participants…
#UZWEBINAR
DATABASE SOCIAL WEBSITE / APP IN-STORE
PANELS INTELLIZOOM RECRUITERS NEW WAYS

21. Database (Customer Lists), Social Sites
#UZWEBINAR

22. Database (Customer Lists), Social Sites
https://s.userzoom.com/m/MSBDNAAjk1
https://www.checkmarket.com/blog/survey-email-invitation/
#UZWEBINAR

23. Website: Trigger invitation, screener, survey or a study
#UZWEBINAR

24. Mobile: Trigger invitation, screener, survey or a study
#UZWEBINAR

25. Ethn.io
#UZWEBINAR

26. QR Codes
#UZWEBINAR

27. Panel Companies…
#UZWEBINAR

28. Amazon Mechanical Turk
#UZWEBINAR

29. IntelliZoom: UserZoom’s Panel...
#UZWEBINAR

30. Companies that have Focus Group or Usability Lab facilities provide
recruiting services for a charge…
http://www.fieldwork.com/
http://www.schlesingerassociates.com/
http://www.plazaresearch.com/
http://www.watchlab.com/
http://www.intactqualitativeresearch.com/
‘Moderated Recruiting’ Companies
#UZWEBINAR

31. Moderated Studies: Respondent.io
#UZWEBINAR

32. Moderated Studies: UserInterviews.com
#UZWEBINAR

33. Multiple ways of recruiting participants…
#UZWEBINAR

34. UserZoom at a Glance
• All-in-one solution to rapidly test
Usability & Measure UX
• Remote Unmoderated Usability Test
(Qualitative or Think-out-loud)
• Usability Benchmarking
• Card Sorting
• Tree Testing
• Screenshot Click Testing
• Screenshot Timeout Testing
• Online Surveys
• Test any digital UI at anytime
during the product life cycle
The All-in-One UX Research Platform for the Data-Driven Enterprise
#UZWEBINAR

35. Need more info?
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