Reference table
Three ways to recruit B2B research participants
A comparison of the three main routes to B2B research participants: inviting your own customers, buying sessions from a recruiting panel, and reaching out directly to people you pick by role and company. It sets out who each route reaches, how much control and outreach work it takes, and what each is best for. Use it to choose a route for your next study. Koji supports all three, including searching professional profiles and inviting the people you pick.
Where this appears
What's in this reference table
| Your own customers | Recruiting panel | Direct outreach | |
|---|---|---|---|
| Who you reach | People who already know you | Whoever joined the panel | Anyone with a matching profile |
| You pick each person | Yes | No, the panel fills the slots | Yes |
| Outreach work | Low | None | High: you write and send the invites |
| Response rate | Higher, they know you | The panel handles it | Low, plan for few replies |
| Habit of taking studies | Low | Can be high | Low |
| Best for | Product, churn and onboarding questions | Fast fills and consumer audiences | Narrow B2B roles and new markets |
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Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/b2b-research-recruitment-routes-compared"><img src="https://www.koji.so/visuals/b2b-research-recruitment-routes-compared/b2b-research-recruitment-routes-compared.png" alt="Table comparing three ways to recruit B2B research participants: your own customers, a recruiting panel and direct outreach, by reach, control and effort." width="1200" height="802" /></a>
<p>Source: <a href="https://www.koji.so/visuals/b2b-research-recruitment-routes-compared">Three ways to recruit B2B research participants</a>, Koji</p>
