Figure 8-6. Craig’s List advertisement for participant recruiting for the treatment center project No matter the advertisement, make it clear whom you are looking for and why you need their help. The copy should hook your potential customer segment so that they do respond with genuine interest. Date, location, and time will depend on your customer segment. For example, in the treatment center operation, my team needed to schedule interviews on a business day, starting in the late afternoon and running into the evening to accommodate people’s work day. In contrast, Bita and Ena (my former students whom I introduce in Chapter 3) ran their guerrilla user research on a Saturday because that’s when busy brides-to-be tended to be free. When posting your advertisement on Craig’s List, you have the option of two kinds of ads: free or paid, with some cost variance by city. For example, it’s more expensive to run job ads in San Francisco than Los Angeles, and whether you choose a paid ad will depend on which category you think your customer segment will visit. The two most common sections for running research study ads on Craig’s List Los Angeles are in the “et cetera” and “general labor” sections. If you are not in a hurry and don’t want to pay people, you can try the “volunteer” section, too.