Convert Research Participants into Brand Evangelists

A defining moment in any user research study is when a participant reacts positively, and finds utility, in proposed client ideas. To an Information Architect, when that moment happens, it can be magic. Maybe the concept and execution of the idea really will resonate with "real world users." Suddenly, there is excitement surrounding the study.

Too often, however, the potential for that user's adoption and evangelism is left untapped, when the research study ends. Why? Many usability professionals create artificial barriers between their "research microcosm" and "the real world." For example, participants are usually recruited for research studies from a market research database or panel. The goal of a research study, including the study population, should be to get as close to "reality" as possible.  In the case of recruitment, this could mean soliciting "active information seekers," or actual users, for the study. In relation to the actual study methodology, it generally means performing ethnography "in context," versus research performed in a laboratory.

It seems bizarre to me, that a researcher wouldn't follow through when a participant says, "Wow. This idea is really cool. When will it become a reality?" These words, or ones like it, should set off an alarm in the researcher's head, that the participant is a potential end-user. Further, the participant has the potential to evangelize the client's idea to his/her social network. There is a huge potential to build a bridge between the world of research and reality, to have a meaningful impact on the adoption of a client's idea.

Try a different research incentive - Usability professionals generally pay honoraria in exchange for participation in a research study. There may be a way to capitalize on a participant's enthusiasm, however, via the study incentive. To help build awareness for a new client application, a researcher may consider using a special invitation, or sneak peak to a beta version of the client application, as a research study incentive. Make the participant feel like "one of the cool kids," by giving exclusive access to an early, working prototype.

Continue the dialogue after the study ends - Now that the participant has exclusive access, build an interface to continue soliciting input from the participant. Publish the reviews, ratings, and comments from the participant. Allow the participant to begin a public dialogue, using the client's application as the platform.

Integrate Social Media Early - Social media tactics are often thought of as "future phase functionality." It makes more sense to build the infrastructure for dialogue early, when ideas can begin to shape the application. When a business listens to “the voice of its customers,” and enhances an application based on actual recommendations from its customers, the brand is more likely to encourage loyalty and adoption from its customers.

Let's revisit our research participant. He/she has been given special access and privilege, empowered, and given a platform to be an influence of change for the application. Given the right social media hooks, it is possible to convert the participant into a brand evangelist to his/her own social graph. In this manner, the special access to the consumer that user research provides, gives the business the potential to build a community of early adopters and brand evangelists.