Fast, Free, and Targeted: Reddit as a Source for Recruiting Participants Online

Recruiting participants is a necessary step in many studies. With the advent of online research techniques, scientists are looking for new places where participants can be recruited online, in order to overcome the limitations of current sources and avoid the issues associated with sample overuse. The social media website Reddit is a potential source for recruitment, as it allows for free and rapid data collection from large samples, while enabling researchers to target specific populations when needed. The ability to recruit for free is especially important because it enables students and early career researchers, for whom even low recruitment costs can be prohibitive, to benefit from the opportunity of conducting research that they otherwise would not be able to. The current article therefore aims to bring this prospective, untapped resource to the attention of the research community. The article discusses current online recruitment sources and their limitations, provides an overview of Reddit, validates its use for research purposes, examines participation data from previous studies which recruited through Reddit, highlights its advantages and limitations as a participant pool, and suggests guidelines that can improve recruitment and retention rates for scientists looking to use Reddit for their research.