Shadow first, then probeAnd more tips for recruiting & executing

qualitative remote research studies

Suzy Sharpe

Sharpe Insights

I live and work in

Andover, Massachusetts

How I got started

1998In-person website usability testing

2009In-store eye

tracking using glasses

2012Remote shopper journey studies

2016Remote

moderated testing on

mobile devices

2013Remote

moderated international

testing

2011Remote

moderated usability

testing on desktop

2006In-person

screen-based eye tracking

1. Recruitment

2. Execution

-Live remote sessions

-Recorded remote sessions

1998Recruit

participants using

traditional recruiter

2016Recruit US

participants with online recruiting

tools

Traditional recruiting for qualitative research

Step 1. Researcher sends screener to recruiter Step 2. Recruiter creates online survey, emails

invitation to panel

Step 3. Recruiter contacts qualified

participants for phone screening and

scheduling

Step 4. Recruiter sends researcher spreadsheet of

scheduled participants

Participants like Carol(yn) can work the system

Exercise

What questions would you include in a screener to recruit

“Davy the Deal Seeker”?

Q What is most important to you as shopper?

Q On average, how many coupons do you clip or print each month?

Q How do you find deals when you’re shopping online?

Q On a scale of 1-7, where 7 is “very enthusiastic” how do you feel about finding deals?

Traditional screener questions

Now let’s try it with video

Adding video to your screeners

Two step recruiting process (for me)

Another option for screening with video

+

Think about recruiting like you’re casting for a part

Use video to help match participants with personas

Share participants’ responses with your team before testing

Use video to spread the word about your study too

Make it easy for participants to select their session time

Other online recruiting tools to consider (no video)

1. Recruitment

2. Execution

-Live remote sessions

-Recorded remote sessions

Give participants time to roam free

Let participants know time is not a concern

Use subtle techniques to probe if you want more

1. Recruitment

2. Execution

-Live remote sessions

-Recorded remote sessions

Live interviews with mobile screensharing

Screensharing Android vs. iOS

iOS screenshare workaround using Zoom

Know your troubleshooting questions for iOS issues

Q Is the iOS device on the same wifi network as the computer?

Q Is anything blocking the AirPlay plugin on the computer?

Q Are you behind a firewall?

Have participants download Zoom app before the session

Tell participants they should be in a quiet area for the call

Remember that VAs will NOT work during the interview

Zoom does NOT show finger touches

Live interviews with computer screensharing

or or or or....

Choose a service that makes it clear and easy to join audio

If you share your screen, set your resolution to match user’s

During warm up Q&A, share a blank screen

Executing studies in another language

+ + +

Decide in-person or remote on a per country basis

Use two audio lines if using a translator

Give the translator’s brain time to rest between sessions

Sync up audio files for analysis

Recording a shopper’s entire journey

Desktop Android iOS

+

Walk participants through a test recording

Consider NOT asking participants to think out loud

Prepare yourself for a lot of video

Use markers to save spots in the journey to show participant

In closing

- Use tools that enable you to efficiently execute meaningful research

- Choose wisely

- Get creative

- Have fun

Thank you!

Suzy Sharpe

suzy@sharpeinsights.com