User feedback is crucial for building something successful. It provides insights into how real users interact with your product or software, what works, and what needs improvement.
However, recruiting usability testing participants can be challenging and expensive. Some researchers may even feel tempted from time-to-time to gather feedback by throwing a prototype up on LinkedIn and asking for feedback from their network. While there IS a time and place for gathering insights from an immediate network (we’ll get into that), researchers should take heart: there are a number of ways to approach recruitment for usability testing that won’t break the bank. Making use of these innovative approaches can yield better results in terms of depth of research and in terms of affordability.
Three free approaches to recruiting usability testing participants
Turns out, some things in life really are free. Here are four free ways researchers can recruit participants.
Leveraging social media (and offering something of value)
Social media platforms such as Quora, Facebook, Reddit, and X (formerly Twitter) host numerous communities relevant to various industries and interests. But, to recruit participants from these communities researchers have to engage authentically. These forums are notoriously suspicious towards advertising, so the best approach is to participate in the community by offering valuable content. Over time, this approach builds trust, and community members may voluntarily participate in your usability studies.
Newsletters and email marketing
Leveraging existing subscribers through newsletters or email marketing is another effective, free method of recruitment. Just make sure you clearly explain the study's purpose and how participation will benefit participants. People want to know what’s in it for them, so, tell them!. You can also directly email users who fit the research criteria, particularly relevant when targeting users who are already somewhat engaged with your product.
Guerilla testing
Sometimes, the simplest approach can be the fastest. Conducting guerilla testing involves asking people around you, such as friends, colleagues, or bystanders, to participate in quick usability tests. While this method can provide immediate feedback, it is essential to remember that testing people who are familiar with you may skew results—your friends and family are likely familiar with what you do, and they also probably don’t want to hurt your feelings. Be sure to seek out a diverse participant pool to get more objective insights.
Affordable approaches to recruiting usability testing participants
Depending on your budget, you might also want to consider some affordable recruitment options.
Automated recruiting platforms
Automated recruiting platforms are a more cost-effective alternative to professional recruiters. These platforms offer a global reach and can quickly find participants through manually configured screening surveys. Although incentives must still be attractive to participants, the faster turnaround time and managed respondent pools make this a solid option for most general audience studies.
Recruitment widgets
Embedding recruitment widgets on your website can help target the right audience directly. These widgets can prompt visitors to participate in usability studies, ensuring that the participants are familiar with your product. This method works well for gathering feedback from actual users who interact with your product regularly.
Internal user feedback panels
Companies can create internal user feedback panels by compensating participants with discounted or free products or merchandise. Often, a quick email blast is all that’s needed to recruit these participants. This method is a bit more work intensive for researchers, who still have to manage scheduling and screening. The method also carries a higher risk of bias since the participants are existing users who may not represent new or dissatisfied users. Still, it’s a solid option for gathering feedback from power users or employees.
Intercept studies
Intercept studies involve using pop-ups to ask visitors to participate in usability tests. Studies can be conducted virtually or in person. While the reach is limited to current site visitors, the cost is low. However, researcher effort can be high because they have to essentially be “on call” to conduct moderated studies. There is some moderate risk of bias due to these studies being limited to site visitors, but if you’re looking for feedback from task-oriented users this approach gives valuable, affordable feedback from users who are interacting with your product in real-time.
Rewarding test participants
Regardless of the recruitment method, it’s extremely important to reward your test participants. While monetary compensation is always welcome, alternative rewards like discount codes, gift cards, or branded merchandise can be an effective means of showing appreciation to participants.
Tailoring your approach
Remember, there is no one-size-fits-all approach to usability testing recruitment. Consider the specific needs of your study, available budget, and the number of researchers. Whether you’re using professional recruitment methods or leveraging the power of your own network, some data is better than no data. Understanding your trade-offs and making informed decisions will help you gather meaningful insights to improve your product. The most important thing is to treat participants well, reward them for their time, and don’t be afraid to be creative in your efforts to gather insights from as many sources as possible.