Recruitment screener
A short questionnaire that decides who joins each group, based on the study's profile and quotas.
Why does it matter for a brand?
A focus group is only as good as the people sitting in it. If someone who does not fit the profile gets in, their views blend with the segment's and the finding loses value without anyone noticing. The screener also sets the quotas: how many people of each profile go in each group, so the conversation has the contrast the decision needs.
How does WAV handle it?
We recruit the participants ourselves. We set quotas per group by profile, invite and confirm. The screener asks what the decision needs, for example which brand each person owns today, to separate customers from non-customers by what they state and not by an old database. See the recruitment screener template.
What should you ask before a study?
- Which screener questions define the profile, and which ones only rule people out?
- How many people of each profile go in each group?
- How do you keep out people who take part in studies very often?
This term is part of the qualitative research glossary, which defines the fifteen terms that come up in any study; it is most closely related to customers and non-customers, incentive and informed consent. To see it applied, browse the sample report, built from a fictional study: it is the same format a client receives.