Resurrecting internal research recruiting
Reviving the opt-in research panel cut research spend. It also exposed a pricing gap between individual and enterprise plans, where small businesses had no package of their own.
Why it mattered
The old participant list was burned
No one on the old list was still active, and the newest timestamp was from 2023. Every study meant paying to recruit outside participants.
Cost savings
Internal participants are free to use on Maze, so an active list saves on research spend.
Fresh audience
Pulled users active in the last 30 days across the 86 countries where we could pay participants through Tango.
Compliance
An opt-in list of interested participants, built to comply with SPAM and GDPR laws.
Reviewed and minimal
Reviewed with Privacy and Legal, and kept to the bare minimum data needed.
Screener definition
An opt-in screener for B2C learners
I wrote the screener definition doc to segment users from an initial bulk list of 60k. It captured only name, email, last use, region, plan, device and activity type. The Maze flow itself stayed short.
- Join our research panelInvitation to get started
- Would you like to join Pluralsight's research panel?Saying no opts out of the panel
- Consent to data collection for research studiesGiving consent continues
- First name, last name and emailContact details
- How well do you read, write and speak English?Fluent or very comfortable continues
- How comfortable are you with technology, like using a mic and screen recording?Comfortable continues
Data grooming
Export, groom, load into Maze
01 · Export
Pull the internal users who were active in the last 30 days.
02 · Groom
Remove duplicates and records with incomplete information.
03 · Load into Maze
Upload the clean list to Maze to send the panel invitation to participants.
Opt-in tracker
A panel that's alive again
- total audience reached
- 50,418
- screener responses
- 852
- opt-ins to the panel
- 615
- qualification rate
- 72%
Opt-ins came from North America (260), EMEA (242), APAC (71) and LATAM (28).
Research to product
Finding business leaders on individual plans
Rebuilding the panel surfaced a segment the product wasn't designed for. 55% of qualified participants (339 people) identified as leaders, and many were paying for individual B2C plans.
Why are so many business leaders using individual subscriptions?
Research into their motivations informed a new pricing package for small business owners, the segment that sat between individual and enterprise plans with nothing built for it.