You know you’re a true qual nerd when you get genuinely excited about... screeners. That was exactly the vibe when I had the chance to present alongside the incredible Jessica Kurth to the Market Research community through QRCA. Our topic? The unsung hero of qualitative research—screener writing.
Now, let’s be honest, screeners don’t usually steal the spotlight. They’re like the opening act that everyone overlooks but without them, the whole concert falls apart. Yet, we’ve all felt the pain when a screener misses the mark: sessions filled with the wrong participants, endless revisions, and fieldwork that drags on way longer than it should.
That’s why Jessica and I were so passionate about sharing what we’ve learned (sometimes the hard way!) about writing better screeners, ones that don’t just function but shine. Here’s the story we told.
Cutting the Clutter: Less Is More
We kicked things off with one of the biggest traps we’ve all fallen into—overloading the screener. It’s so tempting to sneak in extra questions, just to “get a bit more insight.” But here’s the deal: a screener’s job is simple—it screens. That’s it. We told folks to aim for 20 minutes tops and resist the urge to turn the screener into a mini quant survey. The deep dives can (and should!) wait for the real sessions.
Lead with the Hard No’s
This next part always makes me laugh because we’ve all been there: you’re 18 minutes into a screener and then BAM! the participant gets disqualified. It’s frustrating for everyone. That’s why we talked about leading with termination. Put your dealbreakers up front. That way, if someone’s not a fit, you both know it fast, and can move on with your day.
Quotas: Spell It Out
“Recruit a mix.” It sounds harmless, but trust me, that vague ask can wreak havoc. We stressed the importance of being super clear about quotas—whether it’s age, habits, demographics, or attitudes. No one wants to hit a roadblock mid-field because the specs weren’t spelled out properly. Clarity up front saves so much hassle later.
Your Recruiter = Your Teammate
We also shared a little secret: your recruiter wants you to succeed as much as you do. That’s why every screener should include a “notes to recruiter” section. Give them the behind-the-scenes info the client’s hot buttons, the little things to flag, and what a slam-dunk recruit looks like. A little extra context goes a long way.
Make the Specs Page Do the Heavy Lifting
We’re big fans of a killer specs page. It’s the first thing anyone looks at, so it should answer all the big questions right away: What’s the methodology? When’s the fieldwork? Who’s the target? What’s the incentive? Think of it as your North Star something everyone involved can rely on to stay aligned.
Articulation Questions: Your Hidden Gem
One of my personal favorite tips? Don’t sleep on articulation questions. These little gems not only break the ice but also reveal who’s truly engaged and thoughtful. Whether it’s a fun creative prompt or something tied to your study topic, articulation questions help you find participants who will bring richness to your sessions.
Double-Check Everything
Even the best screeners can fall victim to overlooked skip patterns or messy logic. We shared stories of how we’ve caught errors (and missed a few, too). The takeaway? Always give your screener a second or third set of eyes. And yes, your recruiter can be an awesome resource for spotting gaps or confusing phrasing.
DEI Is Not an Afterthought
Finally, we wrapped with something close to both our hearts: making screeners inclusive. The words we use matter. It’s crucial to be intentional and thoughtful about how you ask about gender, race, orientation, and other identity factors. And if you're unsure, ask someone who knows. Creating a welcoming space starts at the screener level.
The Bottom Line
At the end of the day, screeners might not be glamorous, but they are where great research begins. Keep them short, sharp, and human and you’ll not only make your own life easier but set the stage for sessions that deliver real insight.