The Challenge: The Needle in a Haystack
For a researchers like Dmitry Pavlov, Staff User Researcher at Volvo Cars, understanding the exact needs of existing and prospective customers is paramount. However, relying on general research panels to find highly specific user profiles was proving difficult for the UX Research team.
Dmitry outlined how he was able to transform their participant recruiting in this awesome LinkedIn post.
"Before we started using Ethnio, we often relied on general panels to find existing or prospective customers that matched the profile we were looking for," explains Dmitry. "Not going to lie, in some cases it felt like looking for a needle in a haystack."
Furthermore, managing the logistics of Research Ops—such as scheduling sessions and paying participants across different touchpoints—often required juggling multiple disconnected third-party tools.
Before we started using Ethnio, we often relied on general panels to find existing or prospective customers. Not going to lie, in some cases it felt like looking for a needle in a haystack. A
Dmitry PavlovStaff User Researcher at Volvo Cars
The Solution: A Magnet for Real Users
Looking to bring the right users directly to the research team, Dmitry began exploring intercept solutions. He needed a platform that was flexible enough to handle complex enterprise needs, which led them to Ethnio.
By implementing Ethnio’s intercept capabilities across their digital properties, Dmitry fundamentally changed their recruitment dynamic. "I knew that if we used intercepts, it would be more like applying a magnet to the pile of needles and almost no hay," says Pavlov.
With Ethnio, Dmitry leverages:
Versatile Intercepts: Recruiting via website intercepts, in-app intercepts, and direct link distribution on forums.
Contact Management: Using Ethnio as a CMS to seamlessly reach out to an existing pool of respondents.
Integrated Screeners: Utilizing the flexible screener editor not just for qualifying participants, but for running lightweight surveys.
Modular Research Ops: Beyond Recruitment
Dmitry quickly discovered that Ethnio’s value extended far beyond finding users. Ethnio’s modular design allowed the team to use features together or independently, perfectly adapting to their existing workflows and replacing clunky third-party tools.
Frictionless Global Incentives Ethnio’s Incentive management module solved major pain points for Dmitry’s team. Whether researchers are recruiting online or conducting contextual inquiries offline, Ethnio handles the payout.
"Not only could we now easily issue incentives to people recruited via intercepts, but also recruited via other channels," notes Pavlov. "We could even catch a person in a gas station or dealership and have a very easy and flexible way to pay them for their time."
Streamlined Scheduling Because Ethnio allows modules to be used independently, Dmitry can upload a pre-existing list of participants and simply use the platform to schedule sessions and issue payments. By centralizing these operations, they successfully replaced their previous third-party scheduling tools.
Seeing customers respond to screeners real time always feels a bit like magic. 
Dmitry PavlovStaff User Researcher at Volvo Cars
The Result: Pure Efficiency and "A Bit Like Magic"
By consolidating their Research Ops focus into Ethnio, Dmitry has unlocked a faster, more targeted research process. While Ethnio offers a deep, robust suite of Research Ops capabilities, the Ethnio support team ensures Dmitry always gets exactly what they need.
"Whenever we experience an issue or have a particular need, the team there always tries their very best to help. And very, very quick. That's just priceless," Dmitry shares.
For Dmitry, the switch to Ethnio has resulted in higher quality research, fewer logistical headaches, and absolute confidence in their data.
