When selecting between industry professionals and general population recruits there are several things to consider.

Industry Professionals

Industry Professionals refers to people who have expertise in a specific field or job role. When selecting Industry professionals: 

  • Allows researchers to target industry and job title
  • Participants are required to connect their LinkedIn account to Respondent for verification

General Population

The General Population includes all people regardless of job title and industry. When selecting General Population: 

  • Allows researchers to target gender, age, ethnicity
  • Participants are not required to connect their LinkedIn account to Respondent. 

Unique Cases 

If you are seeking professionals who are less likely to have LinkedIn profiles (teachers, construction workers, nurses) you may be better off launching your study as a general population recruit.

A general population recruit throws the recruitment net a lot wider, but it does put the onus of responsibility on the researcher to verify the employment details via an intelligent screener (as employment may not have been verified by LinkedIn).

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