Advancing the Value of Ethnography

Tutorial: Human-Centered Research Recruitment 101


Learn best practices for human-centered recruitment and strategies to create positive experiences and improve research outcomes.


Recruiting engaged, reliable research participants in the right target group is critical for the success of a study. This interactive tutorial teaches best practices for human-centered recruitment and strategies to create positive experiences and add value for research participants, stakeholders and the recruiters.

Attendees will learn a toolkit of actionable strategies to facilitate positive participant experiences that covers:

  • Best practices for human-centered recruitment
  • How to create and execute a recruitment plan
  • Strategies for encouraging high-quality participation
  • Ways to make recruitment practices accessible and inclusive
  • How to implement snowball recruitment: asking for referrals and generating interest
  • How to screen thoroughly and avoid ‘screener fatigue’
  • Different ways of incentivizing participants
  • How to create win-win-win experiences for participants, stakeholders, and recruiters

This video has been edited to protect the privacy of participants in the event.


Cecilie Løvestam serves as Managing Director, EMEA at Generation Focus. Her background in applied psychology, anthropology, and research has fueled her dedication to the study of human behavior and the factors that allow people to thrive. Cecilie holds a master’s degree in Applied Positive Psychology (MAPP) from the University of Pennsylvania and a B.Sc. in Applied Psychology with a minor in Anthropology from New York University. She is passionate about applying her expertise in Positive Psychology to facilitate positive participant experiences.

Justine Diaz has a background in Applied Psychology and is driven by making connections and understanding human behavior. After receiving her BA in Psychology from New York University, Justine focused on creating positive experiences by working in quality assurance and events. Having worked in home care for people with disabilities and the elderly, Justine is dedicated to creating comfortable environments and to fostering diversity and inclusion in research operations.

Jenny Lee is the Director of Operations and studied Psychology and Consumer Behavior at the University of Southern California. At USC, Jenny’s research focus was on human behavior including social projection & culturally displaced aggression. Jenny’s diverse background combines corporate, nonprofit, and agency experience. She is passionate about the intersection of the human experience and has expertise in conducting and managing user-centric qualitative research.

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