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Using Digital Strategies to Target & Recruit Potential Focus Group Respondents

Using Digital Strategies to Target & Recruit Potential Focus Group Respondents. Amelia Burke-Garcia, MA Westat March 20, 2014. Establish a shared understanding of the opportunities for digital media use in targeting and recruiting study participants. What Are Digital Media?.

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Using Digital Strategies to Target & Recruit Potential Focus Group Respondents

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  1. Using Digital Strategies to Target & Recruit Potential Focus Group Respondents Amelia Burke-Garcia, MA Westat March 20, 2014

  2. Establish a shared understanding of the opportunities for digital media use in targeting and recruiting study participants.

  3. What Are Digital Media?

  4. Earned (aka Free) vs. Paid Digital Media Paid Earned

  5. One size doesn’t fit all

  6. Digital approaches for survey research Supplement to traditional recruitment methods Qualitative studies Message testing Reaching hard-to-reach audiences Field interviewer recruitment

  7. The Challenge

  8. Traditional methods can be…

  9. Digital media offers…

  10. The Westat Approach

  11. Westat Paid Digital Recruitment Funnel

  12. Westat Recruitment Campaign Optimization Cycle

  13. Westat Recruitment Campaign Optimization Cycle

  14. Westat Recruitment Campaign Optimization Cycle

  15. Pilot example

  16. Recruitment Campaign Metrics 1,262,462 impressions 1,347 clicks • 65 sign ups • 14% qualified sign up rate

  17. Optimization Strategies Utilized • Using a data-driven approach, both key words and ad copy were adjusted to ensure that sign ups increasingly consisted of qualified participants.

  18. What we learned Digital is an efficient and effective channel for recruitment. Make sure to connect Google Analytics to your AdWords campaign. Working with your screening team is critical to closing the data loop on recruitment campaigns. Study-related keywords tend to be the most successful in generating qualified sign ups and are most cost-efficient. You are spreading your net wide so expect non-qualified sign ups.

  19. Future directions

  20. Broadening recruitment through influencer engagement.

  21. Increasing retention through social media tracing strategies.

  22. Leveraging social media successfully to connect both researchers and research participants.

  23. Key Takeaways Digital doesn’t work for everything. Digital does offer many opportunities for research – both from a cost efficiency stand point and for reaching hard-to-reach audiences. Paid tactics are more turn-key while earned tactics take time. Digital doesn’t live in a vacuum – all members of the recruitment team need to work together. You must cast your net wide to get what you need. Nothing is wasted – these approaches can help to backfill your recruitment databases.

  24. Thank you. Amelia Burke-Garcia ameliaburke@westat.com @socialibriumm

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