How to Engage Non-Tech Audiences in Online Research

Online qualitative research has become the norm for many projects. It’s faster to set up, easier to scale, and often more cost-effective than traditional methods. But as more research moves online, there’s a risk that certain audiences are quietly left out.

Not everyone is comfortable engaging digitally.

In the UK, around 2.8 million people (5% of the population) remain offline, and a further 8% of internet users say they lack confidence online. While that proportion has reduced over time, it still represents a significant group of people who can easily be excluded from research if you’re not actively accounting for them.

These are often what we’d describe as non-tech audiences in market research, and they’re frequently overlooked in online studies. They’re not always the hardest to find, but they are often the easiest to lose when research relies heavily on digital tools.

And that matters. Because if your research only reflects digitally confident participants, you’re not getting the full picture.

If you’re looking to build a more inclusive and accurate view of your audience, it’s worth thinking more carefully about how you recruit and engage people who may not naturally gravitate towards online research. This is where a more considered approach to audience recruitment becomes critical, particularly when working with non-tech audiences.

Defining non-tech audiences in market research 

When we talk about non-tech audiences, we’re not just referring to people who are completely offline. In reality, that group is relatively small and shrinking.

More commonly, this audience includes people who use technology in a limited or functional way. They might browse the internet occasionally, message friends or family, or shop online when needed—but they don’t feel particularly confident navigating new platforms or unfamiliar tools.

For some, it’s a matter of access. For others, it’s confidence, habit, or preference. Many simply feel more comfortable communicating over the phone or in person, rather than through digital channels.

This can make non-tech audiences harder to engage in online qualitative research. Not because they aren’t willing to take part, but because the process can feel unfamiliar or even intimidating.

Why non-tech audiences matter in market research

It can be tempting to prioritise ease, especially when timelines are tight. Recruiting digitally confident participants is often quicker and more straightforward. But doing so can introduce bias into your research.

Participants with lower digital confidence often approach products, services, and decisions differently. They may take more time, be more considered in their choices, and notice points of friction that others move past without thinking.

This is particularly important in areas like usability testing or customer experience research. If your participants are all highly comfortable with digital tools, they may unintentionally compensate for poor design or unclear journeys. Less digitally confident users, on the other hand, are more likely to surface those issues.

In that sense, including non-tech audiences isn’t just about representation—it’s about improving the quality and realism of your insight.

How to engage non-tech audiences in online qualitative research

There’s no single approach that guarantees success here. But from our experience, projects involving lower digital confidence participants work best when they’re designed with a bit more flexibility, support, and realism from the outset.

1. Be realistic about how you recruit

The first challenge is often simply reaching people.

If your recruitment approach relies heavily on digital channels, you’re likely to miss this audience entirely. That means allowing more time and thinking more broadly about where and how you find participants.

In practice, this often involves a mix of approaches. Referral methods can work particularly well, especially when participants recommend friends or family members who fit the criteria. In some cases, offering a small referral incentive can help encourage this. Community or panel recruitment can also be effective when managed carefully, alongside more traditional methods like telephone outreach or local advertising.

What’s important is recognising that this type of recruitment rarely happens quickly. Turning around a hard-to-reach, low digital confidence audience in a matter of days is unrealistic. Planning ahead and building in time for a more considered approach will almost always lead to better outcomes.

2. Approach participants in the right way

How you first engage participants can make a big difference.

For less digitally confident audiences, relying on email or text as a primary contact method can lead to lower response rates. A more personal approach—particularly over the phone—tends to be far more effective. It allows you to explain the project clearly, answer questions in real time, and start building a level of trust early on.

The screening process itself should also be kept as simple and focused as possible. Long or complex forms can be off-putting, especially if participants are unsure about what’s being asked of them. Clear, specific questions and a straightforward structure help reduce that friction and make the process feel more manageable.

3. Validate and support participants early

Validation becomes even more important when working with non-tech audiences.

Speaking to participants directly before the research begins allows you to confirm that they’re a good fit, but also gives you the opportunity to walk them through what will be involved. This can include explaining the platform they’ll be using, how to join a session, and what they can expect on the day.

Taking the time to do this properly often improves both attendance and engagement. Participants feel more prepared, more confident, and more invested in taking part.

It’s also helpful to make sure support is available throughout the process. Whether that’s a contact number they can call, or someone on hand to troubleshoot any issues, knowing that help is there can make a big difference.

4. Make participation as easy as possible 

Clarity is key when it comes to helping participants feel comfortable.

Providing simple, well-structured information ahead of the session can remove a lot of uncertainty. This might include a short guide outlining what will happen, or even a quick walkthrough of the platform they’ll be using.

In some cases, visual aids or short “how-to” videos can also be useful, particularly for those who prefer to see the process rather than read about it. The aim is to reduce any perceived complexity and make participation feel as straightforward as possible.

5. Have a backup plan

Even with the best preparation, things don’t always go to plan.

Participants may struggle with technology on the day, experience connectivity issues, or simply drop out at the last minute. This is more likely when working with less digitally confident audiences, so it’s important to plan for it.

Over-recruiting is one of the simplest and most effective ways to manage this risk. Having additional participants on standby helps ensure your sessions can still run smoothly, even if a few people are unable to take part.

See our work in action

We supported a client with a complex, three-stage research project involving an older audience with varying levels of digital confidence.

The brief required a carefully balanced mix of participants aged 65+, across different life stages and levels of independence. Some were comfortable navigating online tools, while others required more support.

To make the project work, we combined several recruitment approaches, including panel outreach, targeted campaigns, and referral methods. Participants were guided through the process in advance, with additional support available throughout.

Despite the potential challenges, the project ran smoothly across two consecutive weeks, with strong engagement and full attendance across all sessions.

It’s a good example of what’s possible when recruitment and participant experience are given the right level of attention from the start.

Final thoughts

Reaching non-tech audiences in market research isn’t always about finding people—it’s often about making it possible for them to take part.

For non-tech or low digital confidence participants, that means designing research that feels accessible, supportive, and realistic. It takes a bit more time and planning, but the payoff is insight that better reflects the full range of your audience.

And ultimately, that leads to better decisions.