By the end of this lesson you can
- Define recruitment criteria that match real users.
- Write screener questions that do not reveal the right answer.
- Recruit inclusively and ethically, including people with access needs.
The idea
Who you test with determines what you learn. Testing with the wrong people produces confident but misleading findings.
Criteria
Define criteria based on behaviour and context, not just demographics: "Has booked a holiday online in the last 12 months" is more useful than "Aged 25 to 45". Include a mix of experience levels, devices and abilities.
Screeners
A screener is a short questionnaire to select participants. Good screeners hide what you are looking for: instead of "Do you use online banking?" (people may say yes to qualify), ask "Which of these have you done in the last month?" with several options.
Sources
Recruitment agencies and panels, your own customer lists, social media, community groups and charities. Each has biases: existing customers know your product, panels may include frequent testers.
Inclusion and ethics
Recruit disabled people and those with low digital skills or confidence. Offer accessible formats and fair incentives, explain how data will be used, and get informed consent. Do not over-recruit from colleagues or friends.
Why it matters in real projects
Insights are only as good as the participants. Recruiting real and diverse users reveals the problems that matter, including those that affect people who are often excluded. Ethical recruitment protects participants and your organisation's reputation.
A realistic example
A benefits application service is tested with university students recruited quickly through a panel. They complete it easily. After launch, many applicants with low digital confidence struggle, and call volumes rise.
The team recruits again through local charities and job centres, including people using screen readers and people who rarely use computers, with in-person options. They uncover serious problems with identity verification that the first round missed.
Step by step
Define criteria
List behaviours and contexts that matter.
Plan diversity
Include different abilities, devices and confidence levels.
Write a screener
Use multiple-choice questions that hide the target.
Choose sources
Pick sources and note their biases.
Prepare consent and incentives
Write clear consent and offer fair payment.
Track no-shows
Over-recruit slightly and keep a reserve list.
Common mistakes
Mistake Testing with colleagues.
Instead Recruit people who match real users.
Mistake Screener questions that reveal the answer.
Instead Use neutral, multiple-choice questions.
Mistake Excluding people with access needs.
Instead Recruit inclusively and offer accessible formats.
Check your understanding
Choose an answer, then check it. There is an explanation either way.
Practice exercise
Exercise · about 45 min
Write a screener
Write a recruitment plan for a fitness app test.
Steps
- Write behavioural criteria.
- Write a six-question screener.
- Plan inclusive recruitment sources.
- Draft a consent statement.
Deliverable
A recruitment plan, screener and consent text.
Self-assessment
Tick each item when it is true of your exercise. Be honest; this is for you.
4 items
Summary
- Participants determine what you learn.
- Use behavioural criteria and neutral screeners.
- Recruit inclusively from varied sources.
- Get informed consent and pay fairly.
Further reading
Third-party sources, chosen for reliability. They open in a new tab.
- Find participants for user research (opens in a new tab)GOV.UK Service Manual
- Running research sessions with people with disabilities (opens in a new tab)GOV.UK Service Manual
Your notes
Marking complete updates your course and roadmap progress.