April 2-3, 2019

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How to Use Social Media Data to Match Fresh Participants from 2 Billion People

Room 5 | 4:15-4:45 | Tuesday, April 2, 2019

Trust in sample quality within the research industry is low. Many researchers worry that too few people are doing too much research because it raises questions about the validity of participants’ responses (in both quant and qual research). Behavioral Recruitment uses unparalleled social media data on what people have actually done rather than what they say they’ve done. This helps researchers find authentic, representative participants who are fresh to research.

Even if we aren’t completely comfortable with it, we now realize that social networks and search engines know a great deal about us. Research shows they actually know more about us than our best friends and family. Brands routinely use these ad networks to reach their preferred consumers – how can the research industry do the same to find fresh participants?

Behavioral Recruitment connects to the unparalleled behavioral data on networks such as Facebook and Google to hyper-target the people needed for each project. This helps researchers find authentic, representative participants who are fresh to research.

Patrick Fagan, consumer psychologist and lecturer at UAL and Goldsmiths, recently wrote a report highlighting the problems with using professional participants or repeat respondents. In this presentation we’ll discuss how the issues of habitual responding, implicit memory and motivations influence repeat respondents.

Hugh will share what he’s learned from using this approach to recruit thousands of fresh participants, in 70 countries, for qual, quant, online and face-to-face projects. There will be a detailed explanation of how the method works – combining the targeting functionality of social and search ad networks with screening. The presentation will include practical case studies with CrowdLab, Google and Kantar TNS.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Mobile research
  • Business-to-business research
  • Behavioral economics
  • Customer experience
  • Global/international research
  • MROC/custom panel build
  • Industry trends – future of marketing research
  • Social media research
  • New techniques – qualitative and quantitative


If you’re interested in finding out how social and search engine ad network behavioral data can be used to tackle the problems with professional participants, this presentation will help you:

  1. Find out the main challenges faced by researchers when recruiting participants.
  2. Discover the full scope of Behavioral Recruitment targeting based on genuine behavior, interests and demographics.
  3. Learn from practical case studies with Google, Kantar TNS and CrowdLab.


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