One of the most important aspects of conducting successful usability tests is having the best users possible. At HubSpot, we have a database of 300+ customers who are eager and willing to help us at the drop of a hat. However, there are plenty of situations where testing current users of our software would not be helpful, so we begin a search for non-customers.
Recruiting non-users for usability studies is much harder than the process of finding people who use your product. Some of the main issues I’ve encountered are:
- They don’t owe you anything - you’re not helping them at the moment
- If they don’t show for the test, it’s no loss to them
- They are solely speaking with you for the gift at the end of the test
I’ve had my fair share of duds when recruiting for non-user testing, so I’ve adapted and created a process that works best for me here at HubSpot. I learned a lot from Google Venture’s Michael Margolis in his blog post on recruiting, and have created a flow that works best for me when finding participants for a non-user test.