UX Participant Recruitment - 2009 Trends

www.sarosresearch.com

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Respondent Respondent Recruitment Trends Recruitment Trends

in 2009in 2009

Maya Middlemiss, Saros Research LtdMaya Middlemiss, Saros Research Ltd

UXCAMP LONDON August 2009UXCAMP LONDON August 2009


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Saros Research Recruitment:

180,000 database of UK participants

Strong track record in traditional qualitative market research as well as UX

Over 10,000 respondents placed in research over 9 years


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3 key trends for 2009:

Disclosers Definers

Desperadoes


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“Disclosers”

• Love to share, live to share

• The social networking generation

• Want to be interesting, even shocking


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Recruitment implications: Disclosers

• More ways to validate and backcheck – and more necessary

• Greater potential for pre and post tasking

• Increased responsibility to take care


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“Definers”

• Anyone is an Opinion-former – bloggers, review sites, etc

• Influence of early adopters

• Increasing ‘marketing savvy’ amongst average consumer


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Recruitment implications: Definers• Harder to identify true opinion-formers and shapers

• Research participation becomes part of their experience and opinion

• Need to feel like a peer and co-creator


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“Desperados”

• Sign of the times – need the money

• It’s not uncool to save or earn some cash

• More prepared to bluff!


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Recruitment implications: Desperados

• Field to recruit from is wider than ever

• Openness and awareness helps information spread

• An increasing number are happy to stretch a truth, or outright lie, to get into research and earn cash incentives


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The bottom line….

• Interesting times..!

• Approaches need to be more creative and flexible than previously – this takes resourcing

• Potential to gain more from research than ever before

Business

UX Participant Recruitment - 2009 Trends