Putting Yourself Where Your Users Are -How To Recruit for UX Research & Usability

TestingLeah Kaufman

Sr. UX Research Manager, Lenovo

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

Meet the Speaker

Leah KaufmanSenior UX Research ManagerLenovo

Agenda• Defining who you want to talk to• Ways of recruiting• Screening & verifying• How to make an inviting invite• Best practices

Defining who you want to see & talk to

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Usable data comes from the people you need to know about

1) Define your profile(s):

2) Get stakeholder buy-in for your profile(s)

AgeGenderEducationIncomeHouseholdLocation

(examples)Has teenage kids Commutes to workLikes to cookReads books on a KindlePlays console games

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BASIC DEMOGRAPHICS

TECH EXPERIENCE

DOMAIN KNOWLEDGEEVERYDAY LIFE

(examples)FieldSchool Work experience

Tech savvyWeb useDevicesApp useToolsSocial media use

Multiple ways of recruiting participants…

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DATABASE SOCIAL WEBSITE INTERCEPT

PANELS RECRUITERS

Your own Databases & Customer Lists

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Sales/CRMCustomer feedbackProduct

Registration

Social Sites

https://www.checkmarket.com/blog/survey-email-invitation/

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BLOG TWEET

Website: Trigger invitation, screener, survey or a study

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Panel Companies

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Recruit + Unmoderated Test

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Mechanical Turk dscout

UsabilityHub

Companies that provide recruiting services for a charge…http://www.respondent.io/https://www.userinterviews.com/https://www.cint.com/knowledge/panel-recruitment/ http://www.userzoom.com/intellizoom/

Companies that have Focus Group or Usability Lab facilities and 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

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How to decide which source(s) to use

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What you want to learn from the study

Profile How specific/detailed is your profile?

Type of study Live vs. Remote Moderated vs. Unmoderated

Services Recruiting Recruiting + Testing Recruiting + Testing + Reporting

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

Where to find your profile(s)

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Not CheapCheap

Quick Recruit

Slow Recruit

Your company

Co-workers/Friends & family

Online communities/forums

Field recruiting/guerilla testing

Social media

Recruiting Only

Moderated Recruiting

Your website

Unmoderated Recruit + Test

Consumer Panel

Where to find your profile(s)

#UZWEBINAR

Not CheapCheap

Quick Recruit

Slow Recruit

Your company

Co-workers/Friends & family

Online communities/forums

Field recruiting/guerilla testing

Social media

Recruiting Only

Moderated Recruiting

Your website

Unmoderated Recruit + Test

Consumer Panel

You recruit

They recruit

Where to find your profile(s)

#UZWEBINAR

Not CheapCheap

Quick Recruit

Slow Recruit

Your company

Co-workers/Friends & family

Online communities/forums

Field recruiting/guerilla testing

Social media

Recruiting Only

Moderated Recruiting

Your website

Unmoderated Recruit + Test

Consumer Panel

You recruit

They recruit

Less control & specificity

More control & specificity

Writing the invite

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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

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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 surveyWe 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

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●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

Best practices

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●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

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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● Requirements/rules for incentives

“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

Free report

https://www.nngroup.com/reports/how-to-recruit-participants-usability-studies/

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Summary

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• Define who do you want to test• Decide on a source: study goals profile time funding• Screen & verify• Make an inviting invite• Best practices: tracking legal issues