How do you recruit test subjects from your ICP (that aren't yet your customers) for preference tests?

This is tricky, especially if you are a startup or strapped for cash. I have reached out to people via Linkedin asking for help to validate a specific product or feature and have also seen other companies to the same. If you have the budget, hire an outside market research firm to help with it. Another good way is to leverage your channel partners (if you have any) because they can put you in touch with people that match your ICP and who might be more interested in helping because a trusted partner asked them to!

I think there's a way to do this via experimentation in top of funnel campaigns. Target prospects in performance advertising campaigns (linkedin for example), and see what sticks for them via messaging and positioning. Use dynamic messaging on websites powered by tools like Mutiny to test preferences with targeted copy/features etc. Then change course and influence decisioning based on your findings.

Your best bet will be to partner with an organization that has built up an audience in your target market. For instance, a platform like Wynter or a research company like GLG.

If you don't want to do that, you can also try: 

- Making a post on LinkedIn calling for feedback

- Partnering with a brand in an adjacent market but overlapping ICP 

- Working with organizations in your industry to conduct research