Recruiting Users for Research

Overview

Finding participants for user research is rarely easy, but it’s one of the most important steps. The quality of your research depends on recruiting the right people who represent your actual users.

The Challenge

Why recruitment is difficult:

Busy professionals - Your target users are often time-poor
Limited budget - Incentives and recruitment services cost money
Niche audiences - Specialized users (e.g., environmental data scientists) are hard to find
Cold outreach - Low response rates to initial contact attempts
Scheduling conflicts - Coordinating availability across multiple participants

But it’s worth the effort. Even 5-6 quality participants can reveal critical insights that save months of development time.

Recruitment Methods

LinkedIn Outreach (What We Used)

How it works:

Search for professionals matching your target user profile
Review profiles to ensure they fit your criteria
Send personalized connection requests with context
Follow up with research invitation once connected

Pros:

Direct access to professionals in specific roles
Can verify experience through profiles
Free to use
Works well for B2B and professional audiences

Cons:

Time-intensive (manual search and outreach)
Lower response rates (5-15% typical)
Requires clear, compelling messaging
May feel intrusive if not done thoughtfully

Tips:

Personalize every message - reference their work
Be transparent about time commitment (10-15 minutes)
Explain the value - how their input helps
Keep initial message short

Our experience: Read how we recruited users for the Integrated Environmental Data Platform research

Other Practical Methods

Existing Networks

Your organisation’s contacts - Customers, partners, collaborators
Email lists - If you have an existing mailing list
Team connections - Ask colleagues for introductions

Best for: Quick recruitment, trusted participants

Twitter/X - Post requests in relevant communities
Reddit - Subreddits related to your domain
Slack/Discord communities - Domain-specific professional groups
Academic networks - ResearchGate, university mailing lists

Best for: Reaching enthusiasts and engaged communities

Events & Conferences

Conference attendees - Recruit at relevant events
Workshop participants - Invite engagement during/after sessions
Webinar audiences - Follow up with attendees

Best for: Face-to-face rapport, motivated participants

Recruitment Services (When Budget Allows)

UserTesting.com - General consumer audiences
Respondent.io - B2B and specialized professionals
User Interviews - Flexible participant pools

Best for: Speed, diverse audiences, when budget is available

Screening Process

Always screen participants before research:

Define your criteria - What makes someone a good participant?
Create brief screener - 3-5 questions maximum
Focus on behavior - What they do, not what they think
Mix demographics - Diverse perspectives matter

Example screening questions:

Do you regularly work with environmental data? (Yes/No)
How often do you combine data from multiple sources?
What sector do you work in?

Incentives & Compensation

People’s time has value. Consider offering:

Gift cards - Amazon, coffee shops
Early access - To your product or findings
Recognition - Credit in reports, co-authorship opportunities
Reciprocal value - Share insights that help their work

Check your organisation’s policies on participant compensation.

Customer Sprint Approach

For rapid recruitment (5-6 users in 1-2 weeks), consider the Customer Sprint methodology:

Day 1-2: Identify target user groups
Day 2-3: Outreach and screening
Day 4-5: Conduct research sessions

This compressed timeline creates urgency and momentum.

Realistic Expectations

Be prepared for:

10-20% response rate on cold outreach
50% no-show rate if you don’t confirm beforehand
2-3 weeks minimum for quality recruitment
Multiple recruitment channels working in parallel

Success factors:

Clear value proposition for participants
Minimal time commitment (10-30 minutes ideal)
Flexible scheduling options
Follow-up and reminders

Templates & Resources

Email outreach template:

Subject: 15-minute research chat about [topic]?

Hi [Name],

I came across your work on [specific thing] and thought you might be interested in helping shape [product/research].

We're speaking with [role/title] to understand [specific challenge]. Your experience with [relevant area] would be incredibly valuable.

Would you have 15 minutes for a quick chat? You can pick a time that works: [calendar link]

Thanks,
[Your name]

Key Takeaways

Start recruitment early - It always takes longer than expected
Use multiple channels - Don’t rely on a single method
Make it easy to participate - Flexible scheduling, clear time commitment
Show appreciation - Thank participants and share what you learned
Build a pool - Keep contacts for future research