Crowd DNA project producer Gabriel Noble shares tips for authentic and credible ways to recruit research participants...
At Crowd DNA, we’re often tasked with recruiting very specific audiences; be that leading edge consumers in Tokyo and Mumbai, or 17-year-old female skateboarders in the banlieues of Paris. In order to reach these types of individuals, sometimes traditional recruitment techniques just won’t cut it.
Instead, we take inspiration from other industries and use bespoke and on-the-ground methods (such as fashion street casting) to find people that really live and breathe their city. We often support this with digital recruitment methods, like hashtag analysis and social listening, to reach the perfect mix of individuals. Here are a few of our favourite alternative recruitment techniques.
Street casting: instead of relying on our own industry, we regularly look to other sectors, bringing people onboard with skills from different backgrounds. This is where fashion street casters come in. They are confident and experienced in finding interesting and unusual individuals to help us reach client objectives.
Cultural gatekeepers: when researching subcultures around the world, cultural gatekeepers are often the key. We use the term gatekeepers to mean ‘insiders’ who can unlock access to groups who are usually hard to reach. They can be hired using our CrowdStars network or through platforms like Instagram, where we’re able to see how individuals are immersed in subcultures. Cultural gatekeepers are most relevant when we want to speak to leading edge individuals.
Facebook advertising: Facebook has been getting a bad rap recently, but when running projects where we need to find individuals based on certain interests, its psychographic targeting is really useful to hone in on specific segments, areas or passions.
Hashtag analysis: hashtags have proven handy when we’ve needed to speak to niche groups. For instance, when tasked with finding cricket fans in New York (yes, that’s right, we found cricket fans in the US!), we investigated the hashtags that people were using around the subject to find a fantastic group of friends who told us about their passion for the game and, crucially, how they watch and consume it in the US.
Brandwatch: Brandwatch’s ability to scour multiple social media platforms for mentions – along with its precise geographic targeting – makes it a perfect tool for recruitment. Once we’ve identified relevant hashtags and keywords, this information can be uploaded and, bingo, Brandwatch shows us all the people from a specific research location that have mentioned what we’re looking for. This is also a good way to build upon preliminary hashtag analysis; putting it into practice to ensure we find those individuals we’re looking for, wherever they may be.
These alternative recruitment methods allow us to cast the net wider for greater range, less-jaded participants and more realistic representation; all to find the right mix of individuals to help our clients stay ahead of the game.