1. RTI International
RTI International is a trade name of Research Triangle Institute. www.rti.org
Quick Response Codes as a Survey
Recruiting Tool
Jamie Wescott
Jeffrey Franklin
Jordan Hudson

2. RTI International
Introduction
• Recruitment efforts are key to study success.
• Landline telephone and mail contacting are
declining in effectiveness.
• Young adult populations are especially difficult to
contact through conventional means.
• Researchers must develop alternative recruiting
techniques that embrace emerging technologies.

3. RTI International
What is a Quick Response (QR)
Code?
https://blogs.commons.georgetown.edu/csic/2011/12/02/4-reasons-for-your-organization-to-use-qr-codes/

4. RTI International
About the Study
• Web/CATI study
• Conducted July – October 2011
• 1,600 sample members
• All bachelor’s degree recipients
• Average age: 25-26

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Our Challenge
• Develop recruiting
materials that appealed
to a young adult
sample.
• Bridge the gap
between hardcopy
mailings and a web
survey.• Our approach: embed a QR code into hardcopy
contacting materials.
• QR code directed participants to an online video about
the survey.
http://mybullfrog.com/for-the-young-smartphones-are-no-longer-a-luxury-item/

6. RTI International
Why QR Codes?
http://supermarketnews.com/marketing/coding-jobs
http://technorati.com/business/advertising/article/5-great-qr-code-campaigns/ http://www.technologyinthearts.org

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Creating the QR Code
• QR codes can be created using dozens of free
websites.
• As simple as pasting a URL and clicking
“Generate.”

8. RTI International
Embedding the QR Code in Print

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Tracking the QR Code
• Created separate YouTube site for QR code link.
• Tracked video views in Google Analytics.

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Results
Less than 1% of sample scanned the QR code.
http://lolimage.com/16244_epic+fail+demotivational+poster/

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What Went Wrong?
• No problems with YouTube video.
• No incentive to scan; “informational video” not an
enticement.
• Non-mobile survey.
• Barriers to scanning: third party app required.
• Lack of familiarity with QR codes.

12. RTI International
Lessons for Future Studies
• QR code use will spread as Smartphone
marketshare increases.
• Must provide an enticement to sample members.
• Potentially useful for something with a simple
interface (address update sheet, mobile survey,
etc).
• Cost-effective: it cost virtually nothing to try.

13. RTI International
More Information
Jamie Wescott
919.485.5573
jwescott@rti.org
Jeffrey Franklin
919.485.2614
jwf@rti.org
Jordan Hudson
919.316.3416
jhudson@rti.org

14. RTI International
Give it a try!