Tom Woodnutt and Hugh Carling presented a paper on Behavioural Recruitment at the IIeX Europe conference on the future of market research earlier this month. In case you missed it, check out this summary and download the full paper, including case studies.
Since the advent of social media most researchers have focused on social listening. However, we believe it’s true potential lies in recruiting for primary research.
Behavioural science inspires new ways to research
Methods informed by behavioural science, have inspired lots of innovation in recent years such as implicit measures and eye-tracking. These methods are powerful because they help researchers minimise the impact of cognitive biases, whereas traditional methods - which rely on direct questioning and ‘claimed behaviour’ - are prone to error. What happens when you apply behavioural science principles to participant recruitment?
Traditional recruitment relies entirely on what people claim
Traditional methods of recruitment, can start to look artificial because they rely entirely on what people say rather than what they do. Ultimately research results can’t be right if your recruitment is wrong. In this paper we reveal the results of a detailed study with researchers commissioned by Liveminds, show how Behavioural Recruitment tackles the issues raised in the study and share a case study showing how it works in practice.
Using social network data for Behavioural Recruitment
The benefits of utilising social network data for Behavioural Recruitment are:
- The vast reach gives you access to more than 100X the number of people in even the world’s biggest panels.
- You’re recruiting based on real behaviour, not just what people claim in a screener.
- You get fresh participants for every project, not the same conditioned repeat respondents.
Surely the time has come to use behavioural data, to find better quality research participants in their natural environment.