How To Recruit High-Quality Participants For Your B2B Research


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It is a generally known fact that investing in UX and UI research can be extremely beneficial for businesses. A better-performing user interface, for instance, could boost your conversion rate by 200 percent.

There is a significant difference between conducting B2C research and B2B research, however – and for B2B companies, there are arguably more barriers to success.

Recruitment makes up a considerable part of the research budget in the business-to-business space. Why? Because often, the participants you seek are in specialty fields with a specific knowledge set. They’re typically harder to find and may not be as inclined to participate in research since they are busy and have restrictive time constraints.

With that in mind, this guide will explore some of the best ways to recruit high-quality participants for your B2B research. Let’s dive in.

Why Questions Matter

As a B2B company, you are unlikely to be conducting research on the general public. Your customer base is made up of other businesses, so you will need to target your questions to a specific group, particularly the decision-makers within those businesses.

That said, it’s important to make sure that your questions are well-thought-out before you start recruiting participants. They are your key to finding the people most relevant to your study and most representative of your target audience – so the time spent refining them will be highly valuable in the long run.

Here are a few things to consider when crafting your questions:

  • What is the purpose of your research?
  • What business decisions need to be made as a result of this research?
  • Who are the key stakeholders involved in these decisions?
  • What specific knowledge or insight do these stakeholders need in order to make informed choices?

Once you have a solid understanding of the answers to these questions, you can move on to finding participants who can provide the insights you need.

Forming Your Criteria

The next step is to establish your target criteria. This will help you determine the type of participant you need, making it easier to find them.

Here are some factors to consider when forming your criteria:

  • What specific knowledge or experience does your ideal participant have?
  • What is their job title or position within the company?
  • How many years have they been working?
  • What is their salary range?
  • What industry do they work in?
  • What are their demographics (age, sex, family status, cultural background, etc.)

Again, the criteria would largely depend on what you’re trying to achieve with the research. If you need participants from a particular region or country, that would also be something to consider.

Remember that the more specific your target criteria, the more time recruiters need to find the exact matches. However, the higher the probability is of getting the results you want.

Hiring the Right Recruiter

A good recruiter goes beyond having a strong understanding of your research objectives and being able to find participants that fit your target criteria. They should also have specific methods for B2B research.

Here are some ways recruiters attract potential B2B participants:

  • Creating a LinkedIn Recruiter account and using Boolean search strings to find participants that match your target criteria
  • Posting research studies on job boards (e.g., Indeed, Glassdoor)
  • Sourcing through referrals from employees, clients, and vendors
  • Running targeted ad campaigns on LinkedIn and Google

The best recruiters for B2B research are those that focus on quality over quantity – meaning they’re more concerned with finding the right participants than filling up your quota. This allows them to be more selective in their sourcing methods and weed out any bad apples, saving you time, money, and headaches down the line.

Challenges of B2B Research Recruiting

Sourcing B2B participants is a lot harder than recruiting for B2C studies. First, you have to account for the fact that businesses are constantly inundated with requests to participate in research – whether it’s customer surveys, user testing, or something else entirely. It can be tough to cut through the noise and get their attention.

Second, there’s the issue of gatekeepers. To reach your target participants, you often have to go through a number of different people within an organization – from the receptionist to the assistant, to the actual decision-maker you’re trying to speak with.

Finally, you have to consider the fact that businesses are often much more risk-averse than individual consumers. They may be less likely to want to share sensitive information about their company or product with strangers. As such, they may be more resistant to participating in research altogether.

It’s crucial to give recruiters the necessary time to screen candidates, as well as pre-qualify and schedule them for interviews. The whole process can be expensive and lengthy – but it’s worth it to ensure you get the data you need from high-quality participants.

Is There a Way to Fast-track B2B Research Recruiting?

Thanks to advancements in technology, there is a faster alternative to traditional B2B research recruiting. Online platforms like Respondent have emerged as a viable solution for conducting quality research with hard-to-find participants.

With Respondent, you can post your study on the platform and receive applications from interested individuals within 24 hours. Our platform also provides access to over 1.5 million verified participants, so you’re sure to find the right person for your study.
What’s more, online research platforms like Respondent make it possible to fast-track your research by conducting studies in real time. This is a major advantage for businesses that need to make decisions quickly.


B2B companies that invest in UX and UI research can see significant improvements in conversion rates and other key metrics. However, conducting B2B research can be difficult due to the specialized nature of the participants you need to reach.
Fortunately, online platforms like Respondent have emerged as a practical solution for conducting quality research with hard-to-find participants.

If you are pressed for time but still require high-quality B2B studies, this is the route to go. Try Respondent for free today.

Jose Gallegos
Jose Angelo Gallegos is a user researcher enthusiast and contributing writer at Social Media Today and Respondent.


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