The document discusses using Facebook ads to recruit participants for market research studies. Specifically, it explores targeting ads to audiences based on inferred characteristics and behaviors rather than just stated interests. This approach aims to find potential participants that match the actual screening criteria for a study, which often cannot be openly stated. The document also covers risks to consider, such as ads being shared more widely than intended or participants attempting to deceive researchers. Qualitative screening briefs are provided as an example, showing what criteria must be used versus what can be publicly stated.

1. Facebook
and
Par-cipant
Recruitment:
Using
social
sharing
to
target
respondents
Maya
Middlemiss,
UK,
September
2015
Facebook
and
Par-cipant
Recruitment
Using
social
sharing
to
target
respondents
Maya
Middlemiss
Saros
Research
Ltd
September
2015
#NewMR
2015
Corporate
Sponsors
#NewMR
2015
Supporters
Schlesinger
Associates
Keen
as
Mustard

2. Facebook
and
Par-cipant
Recruitment:
Using
social
sharing
to
target
respondents
Maya
Middlemiss,
UK,
September
2015
Socialising
Par-cipant
Recruitment

3. Facebook
and
Par-cipant
Recruitment:
Using
social
sharing
to
target
respondents
Maya
Middlemiss,
UK,
September
2015
Risks
in
recruitment
• Message
WILL
get
shared
• Risk
of
un-­‐blinding
• Not
helping
people
lie
or
cheat
• Client
and
researcher
percepGons

4. Facebook
and
Par-cipant
Recruitment:
Using
social
sharing
to
target
respondents
Maya
Middlemiss,
UK,
September
2015
Qualita-ve
Recruitment
Briefs
What
we
actually
need:
• Women
aged
35-­‐50
• Body
mass
index
35-­‐45
(Obese
class
2
+
3)
• MoGvated
to
lose
weight
• Excluding
specific
medical
condiGons
• No
dairy
or
wheat
allergies
• Open
to
discussing
issues
of
diet
and
weight
in
group
seVng
What
we
can
say
publicly:
• “We’re
looking
for
ladies
to
take
part
in
fun
focus
groups
in
London,
about
a
healthy
eaGng
and
a
new
diet
product”

5. Facebook
and
Par-cipant
Recruitment:
Using
social
sharing
to
target
respondents
Maya
Middlemiss,
UK,
September
2015
Facebook
knows….

6. Facebook
and
Par-cipant
Recruitment:
Using
social
sharing
to
target
respondents
Maya
Middlemiss,
UK,
September
2015
Research
persona
as
target
audience
TargeGng
based
not
only
on
WHAT
people
like
and
share,
but
WHY
they
are
likely
to
have
done
so….
An
ad
targe-ng
people
based
on
things
we
COULDN’T
say,
and
they
WOULDN’T
say,
about
themselves

7. Facebook
and
Par-cipant
Recruitment:
Using
social
sharing
to
target
respondents
Maya
Middlemiss,
UK,
September
2015
NOT
the
recruitment
process
Facebook
ad
Online
screener
Telephone
interview
Recruited
for
research

8. Facebook
and
Par-cipant
Recruitment:
Using
social
sharing
to
target
respondents
Maya
Middlemiss,
UK,
September
2015
Thank
You!

9. Facebook
and
Par-cipant
Recruitment:
Using
social
sharing
to
target
respondents
Maya
Middlemiss,
UK,
September
2015
Q
&
A
#NewMR
2015
Corporate
Sponsors
#NewMR
2015
Supporters
Schlesinger
Associates
Keen
as
Mustard
Maya
Middlemiss
Saros
Research
Ltd
Sue
York