How to Use Social Media to Recruit Research Participants | Market Research Video

Recruiting research participants can be the easiest or the most frustrating part of conducting a market research study. This typically depends on a number of impactful factors.

What are the demographics of your ideal participant or respondent (age, gender, income, ethnicity, etc.)?

How many participants are needed for the research study?

What type of methodology are you using (online surveys, focus groups, in-depth interviews, etc.)?

Are you offering a prize or incentive?

Are there travel restrictions?

For example, it will most likely be easier for a market research company to find respondents of all ages and genders to participate in a 10-question online survey than it would be to need to recruit those who are only 18-24-year-old males to participate in a 1-hour in-person interview.
The decision making doesn’t end here.

Another question you’ll have to ask yourself is, “How will I recruit our desired target audience?” Our market research company typically uses one of three methods for our clients – our in-house online research panel, social media, or a combination of both.

In this short video, Drive Research will discuss a few tips for utilizing social media in order to recruit research participants and respondents.

Custom Audiences

With paid social media advertising, or even “boosting” an organic social media post on Facebook, you can make sure your exact audience is being served your ad promoting market research participation. Choose from things like age, gender, geography, interests, and plenty more.

Doing so, researchers are able to best match those super niche target audiences or the general population. It also helps assure market researchers are attracting real people, not robots.

One thing to be weary of is being too broad or too targeted with your audience. It is best to consult a market research firm, like Drive Research, who often uses this approach to find their participants.

Include the URL Twice

When creating a social media ad with the hope of recruiting research participants, you likely will have some type of call to action or landing page for your audience to click on and learn more about the study.

Facebook, LinkedIn, Twitter or another social media platform of your choice will require you to include some type of URL, whether it be your homepage or an online screening survey.

Along with adding your required call to action link in the URL box, think about including it in the “text box” as well, giving your respondents more opportunities to find the link and click off social media.

Landing Page = Survey

Just because you’ve used the target audience filters, doesn’t mean those being served the ad are going to exactly fit your screening criteria. You must take into account for people sharing the post to their feed of followers, or tagging their friends to click on the ad as well. In this case, your ad should encourage people to contact you or fill out an online survey as a way of screening respondents.

However, today’s generations don’t want to be bothered with nonsense and fluff. If they click on a link or an ad, social media users want to be sent to a landing page delivering exactly what they had expected when deciding to click on the link in the first place.

Cut right to the chase. Make sure your call to action link takes social media users right to the first question of your survey so they can get started, or to a “contact us” form depending on how you’d like to screen respondents.


Another important feature to utilize when promoting participation in a market research study on social media, are the provided analytics. Take advantage of the detailed reporting found on your social media platform of choice. This likely comes in the form of link clicks, impressions, frequency, cost per click, and so on.

Understanding each of these analytics can help you better refine your message in order to gain survey responses or interest in the research study faster and more consistently. No one understands this reporting tactic better than a market research firm.


Do not hesitate to reach out to a marketing research company to learn more about how they recruit participants, even if you are planning to conduct the actual study in-house. Drive Research for example, specializes in both qualitative and quantitative recruiting strategies to find our clients the most qualified research participants.

Better quality data relies on having the best possible research participant, which in turn allows your organization to address key business objectives with fact-based evidence.

Contact Drive Research

Drive Research is a national market research company located in Syracuse, NY. Our team has the knowledge and tools to deliver high quality research participants and respondents that match the toughest of criteria.

Interested in learning more about recruiting services? Reach out through any of the four ways below.

Message us on our website
Email us at
Call us at 888-725-DATA
Text us at 315-303-2040

Qualitative Recruiting