16. Panels
•
Can take time to get a pull from a
company database
•
•
•
Customer data is out of date
People have to opt in
Some make a living responding to surveys
and doing studies
21. The art of the interview
•
•
This is not a test.
•
Frame the conversation based on the
study objectives
•
Get the respondent to volunteer
information
It’s a conversation to learn about the
person
22. Be open
•
•
•
•
“tell me about...”
“when was the last time you...”
“say more about that...”
“what’s the thing you like most about x...?”
23. Know who shouldn’t
be there
•
Create a question that will show a faker is
a faker
•
Be clear about who you don’t want
in your study
29. Name
Books own
travel?
Business trips
in 12 mo
Pleasure trips
in 12 mo
Terry
Y
25
2
Pat
N
30
5
Tracy
Y
10
1
Keith
Y
9
2
Leslie
Y
15
1
Ari
Y
2
2
Kelly
N
50
0
Erin
Y
5
5
30. More hints
•
•
•
Ask all the questions
You’ve just started a relationship
Respondents get invested
31. So far
• Treat recruiting
like research
• Recruiting is first
contact
• Every sample has
bias
• Use networks to
find sources of
participants
• Focus on behaviors
• Screening
establishes a
relationship
36. Where = timing
•
Remote sessions offer the greatest
flexibility
•
Visiting participants can make them more
available
•
Going to you is actually the most timeconsuming for participants
43. Case 1: Usability test of a
health monitoring app
•
People with epilepsy who track symptoms
and meds
44. Questions
What’s it like to have this
condition? Have you always had
it? How do you cope? Tell me
about meds.
45. Surprise
A lot of the people we wanted to
meet were not patients.
They were caregivers.
46. Case 2: Interviews about
travel experiences
•
People who travel between two major
cities
•
A mix of business travelers, pleasure
travelers, and weekenders
47. Questions
Tell me about the last time you made
the trip.
[If needed] Why did you make the
trip?
[If needed] Who were you with?
[If needed] How long did it take?
[If needed] How often do you make
this trip?
52. Summary
•
Do it yourself or include the recruiter when
you plan your study
•
Continuous, snowball recruiting prequalifies & expands the sample
•
•
Biased samples aren’t all bad
Open-ended, voice-to-voice interviews are
key to show rates