No more “no shows” — how to make sure your research participants actually show up

“No shows” stink. A few startups recently complained to me that after diligently planning UX studies and recruiting a great batch of customers, some of their participants just didn’t show up. That’s incredibly frustrating, can be embarrassing in front of the team, and wastes everyone’s time.

Here are a few habits that have dramatically reduced “no shows” at my studies (knock on wood!):

1. Avoid scheduling interviews on Mondays or immediately before or after holidays.

2. Offer an incentive that’s big enough to motivate people to show up. I typically offer $100 gift cards for 60-minute interviews. You can experiment to see what the right amount is for your customers, but don’t waste your time being cheap here.

3. Don’t start recruiting too far in advance. Unless I’m recruiting participants who are hard to find or schedule (e.g. oncologists, executives, astronauts), I usually recruit just a few days before the interviews. That way the appointment is fresh in their minds, and conflicts are less likely to arise.

4. Send recruits clearly written confirmation emails with:

• Dates and times for their appointments
• Instructions to arrive ten minutes early — with a printout of the confirmation email — to “check in”
• Good directions to your office by car and public transit, as well as any links or hints or useful landmarks
• Your phone number (in case they get lost on the way)

5. If parking is difficult in your neighborhood, give them specific instructions and assistance. Direct them to a specific lot, offer to pay for parking, or even valet park their cars when they arrive.

6. Ensure all communication (phone calls, emails, etc.) to your participants is respectful, professional, and organized. Don’t be too casual. Show them that you take the study seriously, and that you value their participation.

7. Warn recruits ahead of time that the sessions will be 1-on-1 interviews — not a focus group. That lets them know you’re depending on them to show up, and that you’ll notice their absence.

8. Call participants to remind them about their appointments the day before.

9. Elicit several responses from your recruits in the days leading up to the study to make sure they’re engaged. For example, last week I called candidates, and then emailed with instructions to reply to confirm receipt, and e-sign an online non-disclosure agreement (NDA). The following day, I sent emails to nag some to e-sign the NDA. The day before the appointment, I called and/or emailed participants to remind them. If any recruits aren’t responsive to these emails and calls prior to the study, then I get skeptical about their commitment. In that case, I make up an excuse to cancel and then schedule someone else.

What tricks have helped you minimize no shows? Tweet me at @mmargolis or @GVDesignTeam.