Normally you’re happy to get participants from all the ads you post and invitations you send.
In some cases, however, you may want to keep a tree test confidential – for example, if you’re testing the structure of a new site that you want to keep under “double-secret probation” until it launches.
Some tools offer a way to password-protect your study. That is, the participant not only needs the link, but also a password that you supply. If someone stumbles over your study online, or is forwarded the email inadvertently, they still can’t do the study unless they have the password.
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If you’re going to use a password, then, it’s good practice to separate the delivery of the link and the password. If you are emailing invitations, for example, send the password in a separate email blast, or ask recipients to reply so you can send them the password.
Next: Writing a good invitation