market research screener example

How to Write a Screener for Recruiting Market Research Studies

• January 31, 2023

  If you work in market research, recruiting the right participants for your study is an essential part of the job. In today’s post, we’re going to focus on how to write a screener for qualitative research studies. A screener is the document you send out (typically in the form of an online survey) for potential participants to fill out. They are essential in ensuring that the candidates you’re targeting have the correct demographic and psychographic qualities for your segments. In qualitative research, this is particularly essential, as qualitative employs smaller sample sizes, with more homogenous targets.

In quantitative surveys, screeners are also essential, but they’re typically part of the initial survey questions. However, in qualitative research, screeners are used before participants are interviewed – whether the ultimate study design is a focus group , in-depth interview, UX research, or mobile or in-person ethnographies . Here are some guidelines for putting together an effective qualitative research screener.

Writing a Screener Tip #1: Go from Specific to General

If you’ve written discussion guides before for qualitative research, you know that the rule of thumb is general to specific . You want participants to define the categories before you do. I like to visualize an upside down triangle, with general topics before specific.

In recruiting screeners, however, the opposite is true: You want to start off with the specific categories first, or, in other words, the questions that are must-haves for the participant to have in order to qualify. Put your specific questions upfront to save participants time – you want to qualify or disqualify people early on, versus making them fill out a long screener, only to put your must-haves at the end and disqualify them later.

For example, if you are conducting a study with electric vehicle owners, you want your very first questions to ask whether they own the model of vehicle you’re studying – don’t bury this mid-way through or toward the end. Put your “must-haves” to qualify at the very beginning. Then ladder down from super specific to the more general questions that will help you sort people demographically and psychographically.

Writing a Screener Tip #2: Keep the Screener Brief

A screener should be brief, yet capture the essential information you need to ensure participants meet the segment criteria. At InterQ, we first start off by using online survey screeners, and then we do a secondary screening on Zoom to ensure people are articulate and are who they say they are (note that fraud has become rampant in qualitative recruiting, so this second step is super important). We try to keep our screeners less than 15 questions; too many questions and participants tend to have high-drop off rates.

Writing a Screener Tip #3: Be Clear About the Study Specifics Upfront

In the paragraph that introduces your screener, let participants know what the study is generally about (for example, “Interviewing EV car owners about your vehicle”). You want to be specific enough to ensure you’re capturing the right people to take the screener, but not so specific that people will try to game the answers to get in the study. Set expectations early on: How long the qualitative participants will need to devote to the study if they’re invited in (e.g., 1-hour Zoom interview; in-house ethnography; 5-day online diary). Also let them know what the compensation is, and any other essential information they’ll need to agree to, such as signing an NDA. If you let participants know early on, you can save some potential drop-offs if participants sign up without fully knowing the time commitment or what is expected of them. Be clear and transparent.

Writing a Screener Tip #4: Keep the Questions Mostly Closed-Ended

Screeners are similar to surveys (they are a survey, if we’re being precise), so the questions should be primarily close-ended, with multiple choice, Likert Scale, or rating questions. The goal of a qualitative recruiting screener is to see if people meet the criteria of defined segments, which your research team should know upfront. These should be clearly defined categories that are turned into multiple choice questions for potential participants to move through.

Writing a Screener Tip #5: Include These Essential Questions, As Well

Standard in most screeners are questions such as:

• Brands/products used: If you are conducting a consumer study, this is especially helpful. Hide your brand/category in a multiple choice format of similar brands to see if they use the product/category you use. Brand choice also helps you segment participants based on purchasing habits.
• Past participation in research studies: Beware that there are many “professional respondents” out there who frequently do studies with multiple agencies. Always ask a question about their past participation in studies. At InterQ, we usually make sure someone hasn’t participated in the past 6 months.
• Employment: Additionally, you’ll likely want to screen out people who work in market research, advertising, or public relations. For B2B studies, you may have additional disqualifiers based on the company they work for, so make sure to ask this.
• ID verification: Let participants know once they reach the end that they will be asked to provide ID (typically a driver’s license) that will need to match their email address, online profile (such as LinkedIn or social media profile), or another form of identification. This also helps keep scammers out.

Writing a Good Qualitative Screener is Essential for Qualified Candidates

Writing an effective qualitative research screener is an essential component of finding the right participants to interview/observe in market research studies. This is a step that should be well-thought out, with a process behind it.

If you need help writing screeners, you can outsource your screeners and recruiting to InterQ’s Research Ops team.

Find out more today about how InterQ can help with screeners. Request a proposal >

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Survey Screening Questions: Good & Bad Examples

The idea behind survey screening questions is pretty simple: to identify people who are eligible for your study you can… just…ask. People who qualify continue to the survey while those who do not are directed out.

Although the idea may be simple, writing effective screening questions is a lot more complicated. Screening questions need to be short and easy for respondents to answer. They should avoid binary response options but also should not include too many response options. You should order the response options in the right way, and the overall screener shouldn’t contain too many questions. Above all, you absolutely need to ensure you don’t lead people to guess which attributes you’re looking for. 

To balance all these objectives—and to demonstrate examples of good and bad survey screening questions—we wrote this blog. Let’s dig in.

Why Use Screening Questions?

As mentioned above, the purpose of survey screening questions is simple. But you might ask: why do I need these questions at all? Why can’t I just find people who I know meet my criteria?

In many cases you can. Nearly all online research platforms collect demographic data from participants in a process known as “ profiling .” The data a platform gathers can then be used to “target” participants who hold certain characteristics.

The problem, however, is that platforms could never ask in advance all the questions researchers may want to use when sampling. Some platforms such as Prime Panels allow researchers to screen participants just as they are entering a study, so that those who qualify can continue directly into the study, while those who don’t can be redirected away from that study. Fortunately, we have some advice for how to construct these screening questions. 

* NOTE: Platforms like Amazon Mechanical Turk and other “microtask sites” generally don’t allow survey screeners within a study. This is because participants accept tasks one-at-a-time and compensating people who do not qualify is difficult. Instead of a within survey screener, you can set up a two-step screening process to identify people who meet specific characteristics on Mechanical Turk. After you identify people who meet your criteria in Step 1, you can use CloudResearch’s tools to “ include ” those workers in Step 2 of your study.

How To Construct Screening Questions: Do’s and Don’ts

1. maximize efficiency.

Think of your survey screening questions like that old game Guess Who? You want to zero in on your target respondents with as few questions as possible. This means you should start broad and then get specific.

For example, imagine you want to sample people who watched some event on television the night before. Say, a Presidential debate or a major sports championship.

Start with a question asking about general TV viewing habits. Then get more specific by asking people which kinds of programming they like to watch, and finish by asking if they watched the program you are interested in.

The series of questions may look something like this:

a Every day

b A few times per week

c Once per week

d Less than once per week

a Live sports

c Entertainment

d Soap Operas

e Cable news/politics

g Documentaries

a National evening news

b The Presidential debate

c Live sports

d Saturday Night Live

e The Tonight Show

g Blue Planet

As you can see, it is okay to ask more than one question to refine your sample. But you want to qualify people for the survey typically with four questions or less.

2. Avoid “Yes” or “No” Response Options

It’s tempting to think that a series of questions with “yes or no” response options is an efficient way to zero in on your participants. However, “yes or no” questions have important limitations.

For one, these questions give respondents a 50/50 chance of qualifying for your study even if they are not paying attention! Questions with “yes or no” response options may also lead respondents to say “yes” more often than they say “no” either because they want to appear agreeable or because saying “yes” is just a little bit easier than disagreeing with a statement, a response pattern known as acquiescence bias .

You may occasionally need to ask a yes or no question but avoid relying on these too often and do not use them as the only question to qualify people for your study.   

3. Consider the “Right” Number of Response Options

If two response options are too few, is more always better? Should questions be written with ten or fifteen response options? The answer is that it depends.

Fifteen response options is likely too many for all but the most unusual of circumstances because as you add response options to a question you also decrease the odds that people will select the options that qualify them for the study. In other words, if your criteria are so refined that few people will meet them, you will have trouble filling your sample.

On the other side of the equation, you don’t want to provide people with too few options because doing so can make it easier to guess or answer dishonestly and still qualify for the study. The risk of having too few answer choices is clear with a question like the one asking about which events people watched on TV the night before (see above).

Somewhere between five and seven multiple choice options is often best. However, there are times where you may scale this number up or down depending on your needs.   

4. Don’t Neglect the Order of Response Options

Now that you know how many response options to shoot for, don’t forget to consider how to arrange them. 

Many questions have response options with an assumed order. For instance, a question that asks people how often they watch TV has a clear order.

How often do you watch TV?

For other question types, however, there is no implied order. If, for example, you wanted to ask how people typically watch TV shows and movies.

How do you prefer to watch TV shows and movies?

b On my computer (laptop or desktop)

c On a tablet

d On my phone

e Through a streaming player (e.g., Roku, Chromecast)

When no order is inherent to your response options, consider randomizing or shuffling how they appear to participants. Randomizing answer options reduces sources of answer bias and does a little more to ensure the people you screen actually qualify for your study.

5. Don’t Lead Respondents

Writing good survey questions is both a science and an art. But one basic principle is that questions shouldn’t lead respondents to provide certain answers.

When writing survey screening questions, you want to ensure that your questions do not tip off respondents to the criteria that will help them qualify for the study. For example, if you are looking to recruit parents of young children, you should first establish that people have children before you ask how many or for specific ages. Questions that are loaded with assumptions may bias people’s answers in a certain direction or make it easier for fraudsters to misrepresent themselves.

Possibly Leading Question

How many children do you have?

e Four or more

Better Approach

Do you have children under the age of 18?

How many children under age 18 do you have?

d Four or more

6. Watch for “Maximizers”

Some participants may seek to maximize their chances of qualifying for a survey by selecting several (or all) answer choices within screening questions. Keep an eye out for these maximizers, especially when the odds of someone endorsing more than half of the items in a question are low.

For example, anyone who selects more than half of the answer options in a question asking what they viewed on TV last night can probably be safely omitted from the study as it is unlikely any one person was able to watch so many things in one evening. Combined with in-survey questions , disqualifying maximizers during screening can help you reduce fraud and low-quality responses .

How Screening Affects Incidence Rates

Survey screening questions lead to an important concept that affects the cost of your research: incidence rate . Within market research, the incidence rate is the percentage of respondents who pass your screening questions and go on to participate in your survey.

Because studies with a low incidence rate require screening lots of participants to find just a few who qualify, low incidence rate studies cost more than those with participants who are easier to sample.

The second thing to know about survey screening is what to do with participants who are ineligible for the study. These participants must be redirected to a specific URL because online panels use a standardized set of codes to understand why participants are dropped from studies. You can usually find this URL during the survey setup process.

Finding Qualified Participants with CloudResearch

Regardless of where you recruit participants, finding people who meet your demographic qualifications is only half the battle. The other half is finding people who are willing to invest the time, effort, and attention necessary to provide quality data. At CloudResearch this is where we excel.

We improve data quality from any source with our patented Sentry system . Sentry vets participants with both technological and behavioral measures before they enter your study. Just as survey screening questions seek to identify participants with specific characteristics, Sentry identifies people who are likely to provide high quality data. People who are inattentive, show suspicious signs, or misrepresent themselves are kept from even starting your survey. To learn more about Sentry and how CloudResearch can help you reach the participants you need, contact us today!

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Market Research Recruitment Screener Survey Template

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A market research recruitment screener is a questionnaire used to identify and select potential participants for a market research study, panel or community. A screener is typically a set of questions designed to filter out individuals who don't meet the specific criteria required, or to achieve a balanced quota. These criteria may include demographic information, purchasing behaviour, brand usage, interests, or other relevant characteristics that align with the research objectives.

The purpose of the recruitment screener is to ensure that the participants chosen for the study, panel or community represent the intended target audience or user group. By using a screener, market researchers can save time and resources by focusing on recruiting only those participants who are likely to provide valuable insights and feedback.

Here are some common elements that a market research recruitment screener may include:

• Demographics : Age, gender, ethnicity, location, household income, education level, occupation, etc.
• Usage behaviour : Questions about product or service usage, frequency of usage, and experiences with specific brands or products.
• Attitudes and opinions : Questions to assess participants' attitudes, preferences, or opinions related to the research topic.
• Purchase behaviour : Questions about past purchasing habits or intentions to purchase certain products or services.
• Media consumption : Questions about where participants get their information or media preferences.
• Exclusion criteria : Identifying factors that would disqualify a participant from the study.
• Open-ended questions : Additional questions to gather more specific insights or information that may not fit into the predefined categories.

The responses from the screener can help your team identify individuals who closely match the desired participant profile. Once the potential participants have been selected, they are usually contacted for further screening and, if they qualify, invited to take part in the actual study, which may involve focus groups, interviews, surveys, or other research methods.

Recruitment Screener Survey Template

The following panel recruitment screener is an example of an online survey built with InsightHub. Across multiple screens and questions, the survey collects basic data on individual demographics, plus additional behaviour and psychographic information to asses fit with the panel objectives.

As with all surveys built on the platform, routing, piping and complex logic can be applied between screens depending on your specific requirements. For instance, you may wish to ask customers which of your products they have purchased before, then use the response data to ask about purchase frequency and location on the following screen. Depending on the quotas you have set, you may only be looking for participants who have purchased a particular product multiple times, or not at all. By splitting such questions across multiple pages, it’s easier to avoid bias and leading language.

This simple survey includes template text that you can adapt to your recruitment screeners. It’s important not only to ask the questions you want to know the answers to, but also provide adequate information to potential participants about the project, panel or community that they are signing up to. Therefore, you should try to be clear about both expectations and incentives.

You may also want to collect contact information (such as a valid email address) so that you able to send invitations to participate should a participate meet your criteria. Even if a participant doesn’t meet your current criteria, consider asking whether they would be willing to be contacted to take part in future opportunities. This tactic can help you expand your pool of potential research participants in a quick and cost-effective manner.

Want to find out how InsightHub can help you deliver a complete, cost-effective research programme with integrated data collection, analysis and activation tools?  Sign up for a free demo account here .

Market Research Recruitment Best Practices

Effective market research recruitment screeners can significantly impact the quality of your research by ensuring you recruit the right participants who meet your study's objectives. Here are some best practices to follow when designing market research recruitment screeners.

First, be sure to clearly define research objectives. Before creating the screener, have a clear understanding of your research objectives. Identify the specific characteristics, behaviours, or attitudes you are looking for in your participants to ensure they align with your research goals.

When writing your screener, try to keep it concise. A long and complex screener may discourage potential participants from completing it. Keep the screener as short and straightforward as possible, focusing on the most critical qualifying questions. Similarly, use closed questions. Including multiple-choice options makes it easier for participants to respond quickly and accurately. This helps streamline the screening process.

Another best practice is to avoid leading questions. Ensure the questions are neutral and do not lead participants to a specific answer. Biased questions can influence responses and impact the representativeness of your sample.

While leading questions should be avoided, there are also certain questions you want to actively consider including – such as verification questions. These help to identify inconsistent responses or participants who may not be paying attention. This helps ensure the quality of the data. If certain questions are only relevant to specific subsets of participants, implement logical skipping in your screener to direct participants to the appropriate questions based on their previous responses.

You can check the quality of your screener or uncover any unintended leading questions by test the screener before launch. Send the survey to a small group to identify any issues, ambiguities, or misunderstandings. Revise and refine the screener based on feedback to improve its effectiveness.

Throughout the survey design, it’s important to respect participants' privacy. Request only necessary personal information and assure participants that their data will be treated confidentially and used solely for research purposes.

Lastly, consider whether a screener survey alone is sufficient. While it is likely the most efficient option for recruiting into a panel or community, more complex studies (especially those in which the sample size is low, are longitudinal in nature or have high requirements) may require a screening call to verify participants' eligibility and willingness to participate.

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Screener Survey Guide: How to Screen for Unmoderated Studies

Screener surveys are an important tool for research participant recruitment. We have a guide to help you create effective screeners for unmoderated studies.

Recruiting participants for user research is an important early step in any research project, and finding the right research participants is critical to the success of your study. Our most valuable research is done only when we work with participants with experiences and behaviors relevant to the questions we are trying to answer. 

Thus, the screener survey. Screener surveys are a tool to help user researchers find the most relevant participants for your research study. They include a short set of questions to help you gather information about potential participants before inviting them to your study. From there, the survey efficiently identifies those who represent your target audience and can exclude anyone who doesn't qualify from consideration. 

Why are screener surveys important?

• They ensure participants are high value and relevant to your research study.
• They ensure participants have the appropriate experiences, skills, and goals to provide insightful information.
• They can help you identify participants with a mixture of behavioral or demographic qualities to ensure your study pulls from a diversity of experiences.
• They help you avoid wasting time or money working with participants who cannot meaningfully engage.
• They save you time by efficiently filtering out participants who are not qualified for your study.

While they seem like a relatively simple tool, screeners are important to get right. If questions are not thoughtfully designed, you could recruit participants who aren't quite fit for your needs, are dishonest in their answers, or aren't able to engage in a valuable way. Likewise, if the survey order and logic are poorly constructed, you could filter out potential participants who fit your ideal participant criteria and miss out on valuable, insightful opportunities. 

With that in mind, there are some best practices user researchers can follow to ensure that the participants they recruit are qualified for a high-value research study.

Introducing Unmoderated Study Screener Survey Guides

Effective screener surveys are especially important for unmoderated projects where you are unable to gauge a participant's ability to engage or pivot your line of questioning midway through a session. Additionally, B2B participant recruitment presents a handful of additional recruiting challenges. Therefore, it's essential to have an exceptionally well-designed screener.

To help you ensure effective recruitment, we've put together how-to guides to screen for B2B and B2C unmoderated studies. 

With these guides, you'll receive the following:

• A step-by-step guide to creating your own screener surveys for effective participant recruitment
• A sheet of best practices for creating a dependable screener survey to avoid common recruiting pitfalls
• An example survey screener to see how screener questions are put into practice
• Your own set of downloadable questions to get you started creating your next effective participant recruiting screener survey

Download your guide to screening for B2B Unmoderated Studies.

Learn how to create a survey screener, understand best practices, and access downloadable screener question examples. 

Download your guide to screening for B2C Unmoderated Studies. 

Methodology

These guides go through the appropriate steps for creating effective screener survey questions based on user research best practices and what we’ve seen works best here at Respondent. 

We've also provided a set of downloadable questions that you can personalize to fit your needs.  

• We reviewed hundreds of unmoderated research project screener surveys and identified which worked well to recruit participants, and why.
• Effective screener questions were broken down into categories by audience type, participant criteria, and research goal.
• Questions were then categorized and tagged by type (behavioral, demographic, psychographic, and ability to participate) and criteria (job function, familiarity with skill or subject matter, frequency and recency of behavior, ability to make decisions about product purchase, and ability to articulate). 
• We then created example screener questions by type and criteria based on what we’ve seen works well to accurately qualify participants.

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How to use screening questions to reach your target audience

A screening question is a powerful type of survey question that can be used to narrowly target an audience based on behaviors, interests, or attitudes that aren’t available in the general demographic screening criteria.

You can connect precedent selections (even answers in screening questions) with current answers as well as redirect respondents through specific paths curated for their collected demographic characteristics (except age).

Unlike the rest of the questionnaire, these are set up at the same time as other demographic targeting questions. While things like age, gender, and location can be pre-selected in audience targeting, screeners allow respondents to self-identify with specific characteristics or behaviors, and are best used to filter for a qualified audience at the beginning of the survey.

Pollfish now supports up to 6 screeners in the elite plan.

Logic access to demographic and screener answers

If you seek to apply logic to questions targeting specific personas, you can do so in your surveys. You’ll need to create a survey in which respondents view and select a product, such as a clothing item. As such, you would need to gather their gender, fit, favorite brand and the type of clothing article they prefer.

How to apply logic to questions targeting specific personas?

• For example, add only the respondents that like Adidas or NIke.

• Target specific segments of your population, such as female Nike lovers who prefer training shoes, male Nike lovers who prefer training shoes, male Adidas lovers who prefer training shoes, etc.

How to set up logic rules with demographic rules and SQ answer rules?

• Go to your screening questions.

• Choose your respondents, such as male/female Adidas fans who prefer training shoes.

Best practices for writing screening questions

Like all good survey questions, screening questions should be clear, concise, and unbiased. However, these have a few challenges specific to their question type. 

Avoid “yes” or “no” answer choices

While it can be tempting to build survey screening in a “yes or no” format, this creates bias within the question. Respondents are more likely to choose a response that is positive or that will obviously allow them to complete a survey. It’s best practice to create questions with multiple answer choices where it is not clear which is the desired response. This encourages respondents to answer honestly, rather than to choose something that they think will move them forward in the process, and you will end up with a more qualified pool of respondents. 

Use question types correctly

Screening questions can be single or multiple-selection. It’s important to know that answers that are “allowed” mean that respondents who select them will be able to participate in the survey if they choose any of those responses. In the “dog owner” example, users may select ownership of more than one pet, but will not be screened in (allowed to take the survey) unless at least one of those pets is a dog. If “cat” were also allowed, then any respondent who chose “cat” or “dog” along with a combination of other pets would be screened in.

Limit answer choices

If you’re screening for a very specific answer, don’t provide many additional options that will be screened out. Disqualifying answers is how the incidence rate is determined, and a low incidence rate suggests a narrower, harder-to-reach audience. Many survey tools charge more for lower incidence rates, as this audience will be harder for them to provide. (Pollfish doesn’t charge a premium for incidence rate, however, if the incidence rate falls below a certain percentage, the survey will be stopped automatically and adjustments will need to be made).

Single and multiple selection answer qualifications

We now offer more flexibility for qualifying and disqualifying respondents in the screener. You can qualify and disqualify respondents through both single and multiple selection questions, based on the answers. There are three options that grant you this flexibility:

Disqualified: The respondent cannot take the survey.

Qualified: The respondent can proceed to the next screening question, or if it’s the final one, to the survey.

Disqualified unless it’s accompanied with at least 1 qualified: The respondent’s disqualified answer will render them disqualified, unless, they’re in a multiple-selection question and also choose a qualified answer. Then, they can proceed to the next screening question, or if it’s the final one, to the survey.

Remember to shuffle answers

Like regular best practices for writing good survey questions , screening questions should be shuffled when they offer an unordered set of answers to select from. If the answer choices are ordered, such as those presented in a Likert Scale , reverse the order to provide some randomization, but maintain the order so as not to confuse respondents.

Don’t overuse

Screening questions are powerful when used correctly, and are a great way to narrow in on behavioral attributes that can’t be achieved through regular targeting. However, when too many screening questions are applied, the incidence rate drops, respondents can become confused, and ultimately results will suffer as the audience becomes less representative of a total population. Try to use as few screening questions as possible to maximize your survey’s reach, ideally fewer than 3 screening questions.

Don’t use them if you don’t need to

Screening questions are to be used as an additional layer of targeting but should not be used instead of the regular targeting parameters. Demographic targeting filters are more easily segmented and controlled than self-reported behaviors in screening questions, and allow a broader audience to reach with your survey. Make sure you check all of the available targeting filters on a survey and use them first, then add a screening question (only if necessary) to supplement the targeting criteria.

Benefits of using screening questions

Screening questions provide a number of benefits. When designed properly, survey screening can reduce overall cost by eliminating respondents from the survey early on who do not fit the criteria. They’re especially great for businesses looking to reduce cost on research overall by limiting the amount of unusable data.

The most common uses of screening questions are to identify populations of interests that: 

• Share a similar opinion
• Behave in specific ways
• Have similar experiences

Brands, agencies, and other businesses commonly use screening questions to identify audiences that are loyal to competitors, desired behaviors (such as frequently purchasing a type of product), or to survey their current target audience on new features, packaging, or products. 

To learn how to use screening questions for the most effective targeting on the Pollfish platform, you can check out our expert tips from the customer experience team. 

Do you want to distribute your survey? Pollfish offers you access to millions of targeted consumers to get survey responses from $0.95 per complete. Launch your survey today.

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Screening Questions Guide with Examples

Learn how to design effective screening questions for surveys and research studies, and discover the benefits of using them to improve data accuracy and representation.

Table of contents

What are Screening Questions?

Benefits of using screening questions, drawbacks of screening questions.

• Types of Screening Questions
• Tips for Writing Good Screening Questions

Screening questions are a critical part of any survey or research study, as they help to identify and exclude respondents who do not meet the target population or research criteria. By filtering out respondents who are not a good fit, screening questions can help to ensure that the final data is more accurate and representative of the population of interest.

However, designing effective screening questions can be a challenge, as they must be carefully worded to avoid bias or confusion. In this guide, we’ll provide tips and best practices for designing effective screening questions, as well as explore the benefits of using screening questions in research studies.

Watch this video to find out what screening questions are and how you can use them with resonio to further segment your target group for free.

Also known as screeners, screening questions are types of questions asked in surveys with the sole intention of filtering out certain types of respondents from the sample pool. Screeners in essence prequalify certain respondents from a large pool of users, specifically targeting a given audience based on their interests, views and behavior. By filtering out what are deemed as inappropriate respondents in a given survey, researchers collect only the required feedback pertinent to their targeted audience, leading to concise and accurate data.

Screeners can either qualify or disqualify respondents from taking a given survey, depending on their answers. Consequently, they are asked initially, often during demographic screening, so respondents only see screening questions once they have decided whether or not to continue with the survey.

A perfect example to illustrate screening questions would be a hospital undertaking research into the side effects of covid-19, post-recovery. If a post-recovery period of at least 2 months after the infection is considered appropriate, then a screening question such as the following would be suitable:

“How long has it been since your recovery from COVID-19?”

• A – Less than a month
• B – 1-2 months
• C – 2-3 months
• D – 3-5 months

In the above scenario, in order to ascertain that only the right respondents fill out the survey, respondents who fill out options C and D are more likely to be suitable for the research. But outside filtering out unqualified responses, screening questions offer many other tangible benefits when properly designed. Since they eliminate respondents that do not fit a certain criteria, they reduce overall cost and time, which makes them popular with businesses seeking to reduce market research costs through limiting the amount of irrelevant, unusable data.

Many brands also use screening questions when seeking to survey their current target audience on a new product, features or even packaging. Nevertheless, it should be noted that when screening questions are deployed, the response rate can be low by virtue of user filtration. In this case, it may be prudent to increase the number of people accessing the survey so as to get closer to the number of responses desired.

Did you know that with resonio you can add screening questions at the beginning of your survey to ensure that you only ask your target group and do not pay extra for it?

• They help businesses and brands reach the specific target they want to survey Screening questions ensure that all respondents meet the specifications of your target. When sending surveys through research panels, some of the target options may not be available, screening questions play a major role in confirming that respondents meet a give help your criteria.
• They reduce survey costs In situations when paying for a panel of respondents, payment is often dependent on the number of people who take the survey. Screening questions filter out respondents whose responses are less valuable, helping you receive responses from those you value the most. Considering that you don’t get charged for disqualified responses, this helps you reduce costs.
• They help you analyze the response data, faster Screening questions save you extra time that would be spent filtering out irrelevant responses since you only receive answers from your target audience. You receive only valuable high-level responses by default, making it easy to filter through and discover in-depth insights.
• They help eliminate the issue of respondents’ bias Considering that most people who take surveys are not qualified to do so and may not have the knowledge on a given topic, screening questions remove such individuals from taking your survey, and put a higher standard on the quality of responses you receive.
• They improve the respondent experience Screening questions help eliminate respondents that know nothing or have limited knowledge on the topic at hand. That way respondents are able to take only surveys that are relevant and worth their time, saving time for both respondents and researchers.
• Screening questions allow you to confirm your audience People’s personal and professional situations can drastically change over time. They get older, marry, and have children yet their needs and desires keep changing. Screening questions make it easy to limit the respondents to your target audience and to ensure that your target criteria is up to date. This does not only increase the accuracy of your research, but also reduces costs.
• Potential bias: If screening questions are not carefully developed, they may cause bias and may not select the desired participants or exclude groups that may be relevant.
• Restriction of sample size: If the screening criteria are too narrow, the number of eligible participants may be limited, which may reduce the sample size and potentially result in lower statistical significance.
• Rejecting Participants: Screening questions may discourage or discriminate against participants who may be willing and able to participate in the study but do not meet the established criteria.
• Time and Resource Expenditure: Developing and conducting screening questions requires time and resources, which may increase the effort and cost of conducting the study.
• Ethics Issues: There are concerns about the ethics of screening questions, especially when dealing with sensitive topics such as mental health or sexual orientation, as they could potentially promote discrimination or stigma.
• Potential errors in data collection: If questions are not clearly and precisely worded, this may lead to incorrect responses or a high failure rate, which may affect the validity and reliability of the study.
• Missing contextual information: Screening questions can be misleading due to missing contextual information and may place participants in the wrong category or exclude groups that are actually relevant.
• Artificial selection: Screening questions may create artificial selection of participants who may not be representative of the overall population or target group, which may affect the external validity of the study.
• Lack of flexibility: If the screening criteria are too rigid, this may result in the exclusion of participants who could potentially benefit from the study, which may affect the internal validity and utility of the study.
• Potential Effects on Sample Composition: The way screening questions are developed and used may affect the composition of the sample by favoring or disfavoring certain groups, which may have implications for the repräsentativeness of the sample and the generalizability of the results.

Screening Question Types

Screening questions can differ depending on the industry in which a survey is being conducted or the behavioral choices of a target audience.

• Demographic screening questions Demographic screening questions are part of market research, especially in market segmentation surveys which seek to give insights into gender, age, ethnicity, marital status, education, ethnicity, income levels, employment status, or household composition among other variables. Demographic questions are hence the most used screeners. There is a variety of questions to ask candidates in this category. However, the fact that they are put into boxes and endless Excel sheets doesn’t elicit the best feelings in most cases. In fact, respondents tend to often ditch demographic surveys quickly, especially after the first question. This is because some of these questions such as those on annual income are considered rude in some cultures. It is thus tactical when asking some questions.
• Behavioral screening questions Also known as lifestyle inquiries, behavioral screeners are designed to help understand respondents’ typical routines. They limit the survey to people with certain behavior, such as how they spend their money or even time. The main objective of asking screening questions about one’s attitude, behavior, and decision-making process is to get deep insights into their real behavior so as to understand how to reach them.
• Industry-specific questions Industry-specific questions are used in order to eliminate biased participants and those who have no specific ties to a given industry/ brand. These screeners are used to filter out respondents who may be biased, based on the work they do. In some cases, respondents may be biased because they work in the same industry or have ties with someone who does. It is essential to eliminate such respondents if trying to get honest feedback.
• Product or service-specific questions Product or service-specific questions are best in cases when a researcher wants to better understand the potential customers for a product or service. These screeners eliminate respondents who are not targeted for a given product, increasing the accuracy of the research. By asking these questions, responses from those who are not the best fit for a given product or service will easily and quickly be filtered out.

Tips for Creating Screening Questions for Surveys

It is essential for all screening questions to go before the main part of the survey. Otherwise, it would be a waste of time for both you and your respondents in case it turns out that they don’t actually qualify as your target audience. So make sure to start with screeners before the rest of the survey.

For starters, screening questions must be clear, brief, and unbiased. This is because general or vague screening questions will most likely confuse your respondents and also fail to disqualify those that shouldn’t be taking part in the survey. That’s why it is essential to clarify who the survey is for.

Most often one screener question will suffice mostly because it won’t overwhelm your respondents and it will reduce the amount of time you spend analyzing the answers. However, you shouldn’t hesitate to use more screening questions if it will result in better quality of responses you get. After all, if the respondents are the right target for your survey, they should not find more questions too bothersome.

This is because people tend to answer yes and no questions without giving them much thought. Avoiding them will help reduce the chances of acquiescence bias , a context whereby respondents tend to agree with statements irrespective of what their actual opinion really is.

When screening for a very specific answer, avoid providing respondents with many additional options which will be screened out. Disqualifying answers is how the incidence rate is determined, and a low incidence rate suggests a narrower, harder-to-reach audience. In fact, several survey tools charge more for lower incidence rates, as this means that the audience will be harder for them to provide.

Leading questions that contain subjective pieces of information inserted to push respondents towards one answer option is one major way to ruin the screening process. Another sure way to ruining the screening process is by adding questions that would make your respondents think too hard about the answer or feel stupid in cases where they don’t know the appropriate answer.

Considered one of the best practices in writing good survey questions, screening questions should be shuffled especially in cases when they offer an unordered set of answers to select from. In cases when the answer choices are ordered, such as those in a Likert Scale , it is essential to reverse the order so as to provide some randomization while still maintaining the order so as not to confuse the respondents.

When used correctly, screening questions are powerful and a great way to narrow in on consumer behavioral attributes that may not easily be extracted through regular targeting. However, it should be noted that when too many questions are applied, incidence rate drops, respondents become confused and as a result, the final results may suffer as respondents become less representative of the total population. It is thus essential to try and use as few screening questions as possible to maximize a survey’s reach. Ideally three or fewer screening questions should be enough.

When you use screening questions, you improve the quality of your data analysis, the experience of respondents, and database. This in turn saves you time and money and also eliminates survey bias. For any survey, it’s very important to remember that the shorter the survey, the more responses you are likely to elicit. When properly designed, screening questions offer a number of benefits. Since they eliminate respondents that do not fit the criteria, they reduce overall cost and time. These questions are great for business seeking to reduce market research costs through limiting the amount of irrelevant, unusable data. Screening questions are important when you are trying to identify loyal audiences and desired behaviors.

However, it should be noted that when you add screening questions to a survey, the response rate reduces but this is fine since all the feedback you receive will be more valuable. In this case, you may want to increase the number of people you want to survey so as to get closer to the number of responses you originally had in mind.

It should also be noted that when too many screening questions are applied, the incidence rate drops, and respondents can become confused. Consequently, the final results will suffer as respondents become less representative of a total population. It is thus essential to try and use as few screening questions as possible to maximize your survey’s reach. Ideally three or fewer screening questions should be enough.

FAQ on Screening Questions

What are screening questions.

Screening questions are survey questions that are used to specifically target a given audience based on their interests, views and behavior. They prequalify respondents of a given survey and narrow down a big number of respondents to get answers from your target market.

What are the different types of screening questions?

There are different types of screening questions; demographics, behavioral, industry-specific, and product-specific.

What are the benefits of screening questions?

How many screening questions should you ask on a survey?

It is essential to try and use as few screening questions as possible because when too many screening questions are applied, the incidence rate drops.

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Types of Questions in a Market Research Screener

December 6, 2023

There is an art and a science to creating the perfect market research screener. Market researchers lean on several types of questions in their screeners to ensure what they’re asking is clear and intuitive. Doing so can give researchers confidence that respondents won’t be confused and provide answers that would need to be discounted. Below, you’ll find a brief synopsis of the types of questions in a market research screener and when they’re best used.  

These questions are usually aimed to identify demographic, psychographic, or behaviors. All questions, research related or not, can be divided into 2 types.   

Close-Ended  

Close-ended questions refer to a simple question that can be answered succinctly, and whose answers do not typically need to be elaborated on (like quantitative questions). Answers to these types of questions are typically provided in ranges on the screening tool.  

Dichotomous   

Dichotomous questions, or Single Select questions, refer to the basic, yes or no type of question that has a binary answer. These types of questions are always blinded within other options to ensure the topic is not revealed. 

Example: Do you do the majority of the cooking in your home? 

Multiple-Choice    

Multiple Choice questions are not as binary as Dichotomous because they allow questions to be answered by more than a simple Yes or No. These questions also aim to understand the full picture.  

Example: Which of the following fast-food chains have you purchased from in the past 6-months? Select all that apply…  

Likert Scale  

Likert Scale type questions allow researchers to ask questions directly on a definitive (usually 5 or 7 point) scale. Researchers can tweak these slightly to find levels of Satisfaction, Levels of concern, Familiarity, Likelihood, and many more.  

 Q: How likely are you to vote in the next election?

A.) Will not be voting

B.) Not likely to vote

D.) Likely to vote

E.) Will be voting

Semantic Scale   

Semantic Scale questions are like Likert Scale questions with less structure. In Semantic Scales questions, antonyms are put across from each other and respondents are asked to rate the point of interest on the scale  

Example:   

Good —0—0—0—0—0—0—0—0— Bad  

Typically used in the Discussion Guide but sometimes in participant screeners:   

Open-Ended:

Open ended questions are questions that allow respondents to answer freely, without predetermined answers to choose from.  Often used as “articulation questions” in screeners, unstructured open-ended questions give the respondent the freedom to speak openly about the topic.   

Example: What is something you’ve learned this past year?   

Word Association  

Word Association questions & activities aid marketers in understanding not only the brand of interest’s market positioning, but also how their customers view their competitors.   

Example: What brand comes to mind when I say the word “Distinguished”?  

Sentence Completion  

Much like Word Association, Sentence Completion allows the respondents to use their imagination to fill in the gaps. When done correctly, researchers get wonderful insight into what their respondents are looking for in their purchase.  

Example: The next time I purchase a car, my non-negotiable is….  

Effective Screeners are critical to including the appropriate person in your market research project!

Categories: General and Market Research | Tags: Market Research , market research industry , and Observation Baltimore This entry was posted on Wednesday, December 6th, 2023 at 10:28 am. Both comments and pings are currently closed.

Comments are closed.

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October 4, 2022

7 Vital Questions to Include in a User Research Recruitment Screener

When conducting user research, your recruitment screener has a pivotal role to play. In short, it’s your key to finding the best possible participants for your user research study. As…

by Lisa Boughton

Director & Co-Founder at Angelfish Fieldwork

When conducting user research, your recruitment screener has a pivotal role to play.

In short, it’s your key to finding the best possible participants for your user research study. As such, you’ll need to make careful considerations around the questions you include in your survey design.

This way, you can be confident that you’ll have a full quota of relevant, high-quality, reliable participants taking part in your project on the day, and some fantastic insights to work with.

When writing a user research recruitment screener, be sure to include questions about:

1. the participants’ demographics.

While it goes without saying for any market research project, questions around gender identity, age, the area your participants currently live in, as well as their ethnic background, job title, and other demographics [1] make up an essential part of any recruitment screener; of course this holds true for user interviews.

In short, this information will help you to discern whether your potential participants for your UX study represent the target audience of your brand, or the product/service you are aiming to create/improve through the research (as such, it’s also important that this is the first question you ask).

As an example, if you are looking to test your Gen X fashion retail brand’s new website, you’ll need to be sure that your participants were born between 1965 and 1980. You should also ask about their ethnic background and gender identity to ensure you gather a fully representative sample.

2. What organisations or sectors the participants work in

bias -in-user-research-how-to-avoid-that-21586273c97b">Bias can be detrimental to your research findings [2] , and your participant working with or on similar or competitor products is one of the biggest factors that can influence this.

This goes beyond the standard “advertising/marketing/market research” sectors you would typically include in a recruitment screener to include those who work with (or those who have friends or relatives who work with) similar technology, products or services to the one you’re getting them to test for this specific project.

For example, if your user research involves testing out a new app that your company is developing, participants who are also app developers, employees or associates of your brand (or know someone else who is) are best left excluded.

3. What participants know about your brand, or other similar brands/competitors

5 most common reasons why brands think they can skimp on user research.

Gathering insight into the brands that your prospective participants currently engage in is another vital part of the screening process.

For example, if you’re looking to find out how you can get ahead of your competitors with the product or service you’re planning to test, you should ask survey questions designed to determine if participants use the products and services of those competitors.

4. The participants’ access to and confidence in using tech/devices

In short, if your participants don’t have access to the device(s) you need them to use as part of the research, or are not confident using the software you need them to engage with as part of the study, it will be difficult or impossible for them to answer questions and take part in the study.

So, ensure that you ask this as part of your user research recruitment screener to ensure that you do not have any dropouts on the day (this is where including an overrecruit can prove helpful).

5. Do you have any accessibility needs that impact your use of [insert relevant technology and devices]?

Accessibility and inclusivity are of growing significance in the market research sector, and play a key role in brand success.

You therefore need to ensure that you not only ask whether your participants have any accessibility needs so that you are able to support them to take part in the research comfortably on the day [3] , but so that you have a truly representative and inclusive participant sample.

As an example, you will need to ask your participants if they have any accessibility needs around handheld device usage if your research requires the use of a mobile phone.

It’s also important to consider that some elements of the software are also restricted in terms of screen readers, and some website colours may not be seen by colour blind participants, and to keep this in mind. Eliminate barriers as you want respondents to answer your questions.

6. Explore the participants’ typical activity with products/services like your own

Alongside personal demographics, behavioural demographics are critical to establish, enabling you to select participants based on day-to-day activities, how they relate to your product, personal values and more.

If you’re looking to test a new fitness watch and accompanying app, for example, you could ask questions such as “how often do you check your fitness watch app?” with multiple choice answers to choose from such as:

• I use my fitness watch app frequently throughout the day
• I use my fitness watch app no more than once a day
• I use my fitness watch app between 1-3 times a week
• I don’t really use my fitness watch app

Then, depending on whether you want participants who use their fitness app frequently or infrequently for your user research, you can narrow down your selection accordingly.

7. Creative questions

Creative questions are a no-brainer for all market research screeners, but they have an especially big impact in creating survey related recruitment screeners.

This is because a participant who is able to approach a creative question with flare is more likely to be able to see the product or service you’re testing as part of the research from a perspective you might not have otherwise considered.

For example, if you were developing a new photo editing app, you could ask your participant something like “Imagine I put a mug of steaming coffee on the table in front of you, and I ask you to take and edit a photo of it… how would you do it, and why?”

A participant who then describes the angle they’d take a picture from, the colour tones and filters they’d use with the reasons behind their choices is likely to be a great candidate for your user research project.

By including all the above questions in your user research recruitment screener, you’ll be sure to end up with a fantastic pool of participants for your project.

If this is your first time writing a user testing recruitment screener however, or you’re not feeling 100% confident, you might benefit from teaming up with a dedicated user research recruitment agency, knowledgeable in UX research methods.

They will be able to combine their years of experience and up-to-date expertise behind with their knowledge and understanding of your research goals to ensure that your screener ticks all the boxes and gets you those all-important participants.

References:

• “Different ways to identify user segments – roles, demographics, need states and personas.” – UX Collective: https://uxdesign.cc/different-ways-to-identify-user-segments-roles-demographics-need-states-and-personas-405e60d6c161
• “Bias in User Research: how to avoid that?” – UX Planet: https://uxplanet.org/bias-in-user-research-how-to-avoid-that-21586273c97b
• “Accessibility guidance for: User research” – NHS: https://service-manual.nhs.uk/accessibility/user-research

Lisa Boughton

The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.

Comments are moderated to ensure respect towards the author and to prevent spam or self-promotion. Your comment may be edited, rejected, or approved based on these criteria. By commenting, you accept these terms and take responsibility for your contributions.

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How to Use Screening Questions in Your Survey – A Complete Guide

The best way to ensure your survey feedback is legitimate and fits your purpose to the T is to make sure you survey the right candidates.

Businesses often get lost between targeting the right set of participants and surveying all participants to add diversity to the collected data.

Both components are subjectively crucial and depend on the company’s purpose with the collected feedback.

For instance, your brand may want to have more insights into the preferences of a demographic belonging from a particular income bracket, location, relationship status, region, and so on. In which case, diversity is irrelevant in the survey.

While companies can filter out selective feedback from the data silos using AI feedback analytics , it is a waste of resources and respondents’ time since the rest of the data is not useful.

To filter out the demographic, screening questions targeted towards driving relevant responses help. This way, not all users have to take the whole survey, and you won’t end up collecting feedback you don’t want.

That’s where the challenge lies.

What type of questions in a screening questionnaire will filter out the targeted audience?

To answer this, we have curated this guide to help you identify the types of screener questions you can use and how to use them in the best way.

Let’s begin by understanding what they are.

What Are Screening Questions?

Screening questions, popularly known as Screeners , are the questions you ask in a survey with the definite purpose of filtering out the specific type of respondents from the whole.

Screeners are used to prequalifying the respondents from a large pool of users and collect only their feedback for more concise and accurate results.

Naturally, these questions are asked initially and can be presented at the time of general demographic screening.

There are four types of screener user research survey questions, which we will discuss shortly after we go through the benefits of conducting a screener survey.

Benefits of Using Screening Questions for Surveys

So far, we established the relevancy and the pivotal role screeners play in conducting a targeted survey successfully. It is now time to look at the advantages companies reap from screening questions in surveys.

Target relevant respondents

Apart from all the ancillary reasons, filtering out the relevant from irrelevant respondents for a specific survey is a significant benefit of using screening questions. It ensures the audience fits into the criteria for the survey.

For example, let’s say you want to find out how many parents prefer to buy toys or study material online and have bought either of them in the past 12 months. You will need to ask the two essential screening questions:

• Do they have kids?
• When was the last time they bought either of the items?

Increase efficiency

Taking forward what we discussed in the beginning, other alternatives to filter out respondents is by creating surveys, paying for ads for a survey, buying or creating email lists to send them around, etc., which are inefficient on both time and cost fronts.

You would end up collecting more feedback than needed, with lesser results than required and a lot of irrelevant information.

Qualifying screening questions in a survey are a much efficient way to survey less and gather more relevant information with less effort, money, and time.

Keep feedback relevant and unbiased

More often than not, surveying users randomly invites biased and meaningless feedback.

The unqualified respondents may lack knowledge in that area or might have biases from previous experiences, affecting their feedback. The data procured from the random surveys will be not only meaningless to the company but also misleading if pursued.

Save user experience from going down the drain

Imagine this as a user – You go onto a website, get invited to take a survey you didn’t want to in the first place, take the survey, and half-way through, you realize it’s irrelevant to you .

Such a situation will increase the survey abandonment rate and put a damper on user experience. A screener ensures that users do not waste their time on surveys not suitable for them.

Efficient data analysis

Screening questions segregate the required responses from the meaningless ones, saving many resources that would go waste otherwise by identifying one from the other manually.

Now that you know why using such questions matters, it’s time to discover which types would be suitable for your purpose.

Types of Screening Questions

While some may consider only two, there are four types of questions you can ask in your screening survey. Each type caters to different purposes and procures different results. Let’s get right into them:

Demographics

It is the most basic and commonly used screener. There are many types of questions you can ask in this category. For example, you can gather data on their gender, age, ethnicity or race, marital status, sexual orientation, do they have children or not, and other things.

Here are some survey example questions –

Qualification: “Please mention your highest qualification.”

Income level: “ What is your net household income? ”

Marital status: “ How would you explain your marital status? ”

*Note: Always mention the “Prefer not to say” option for personal and sensitive questions.

Employment type: “What is your employment status as of now?”

Apparent from the name itself, Behavioral questions focus on gauging how respondents behave regarding certain things, their tendencies, and how they make decisions.

For instance, if you want to survey how many people shop for clothes online, the first question that will help understand their behavior is:

If the response is suitable to what you are looking for, you can follow up with another question like:

With this question, if you want to target only customers who shop frequently, you will quickly rule out those respondents who shop yearly or never shop online for clothes. Other examples are:

• You want to launch a music streaming service like Spotify – “How much time do you spend listening to music on apps? ”
• You want to create an app like Calm – “ Do you listen to slow songs and nature audios to help you sleep better when you can’t? ”
•  Develop an app like Flo, which tracks and predicts the menstrual cycle – “ How often do you forget to track your period date and cycle? ”

Industry-Specific

Industry-specific questions are great for eliminating biased participants or filtering out those who aren’t related to the specific industry.

To help you understand better, say you deal in digital solutions and products, and you want to gather feedback on marketing-specific solutions .

To eliminate any competitors from responding and get unbiased feedback or only target participants with a marketing background, you can ask-  “Which industry are you working in currently?”   or something like this:

Product or Service-Specific

As evident from the name, this is the type to use if you want to target the audience for whom the product or service is intended.

For example, say you run a hotel chain and are starting a grooming service that’s meant for certain pets of a specific size. You can conduct a survey where the participants can choose options, and anyone not fitting into your requirement will not qualify for the service.

Tips on how to use screeners effectively

Merely stating the types of screening questions will not help you on the practical side of things. So, we will now discuss the most optimized ways to put these screener question types to use.

Do’s of a screening questionnaire

Place screening questions before the actual survey.

The whole point of screeners is to eliminate unsuitable candidates in the very beginning. You need to ask your screening questions at the beginning of the actual survey to avoid inconvenience to the respondents and your company.

Make sure to include enough screening questions

Do not hold back too much in asking the crucial questions. It’s okay to ask more than one question at this stage if it helps you get closer to your targeted demographic and improve your response quality. However, you do not want to get overboard. Just stay concise and relevant.

Google suggests a maximum of four screeners and that too when absolutely necessary . That leaves you with two-three questions per screener ideally.

Ask questions for all target demographic criteria

It is crucial to ask the right questions to get the best results. And what are the right questions?

In this case, questions relevant to your selection criteria will pass the “right question” milestone. Let’s understand this better with an example.

Let’s say you own a dating app and the majority of your user base belongs to the 18-35 age bracket. You want to expand your user base and break into the older age bracket of 35-45 by redirecting your marketing efforts in this direction.

You would want respondents belonging to this targeted age group, so the question you should ask should be –

“Which age group do you belong to currently?” 

You can add ethnicity, race, gender to the survey if you want such information.

*Note: When forming demographic questions about ethnicity or race, try to add options in groups. Always add options like “ Prefer not to say ” and “ Other ” since it is a sensitive demographic.

The questions would look like this –

Here is another elaborate example to further help our cause.

Suppose you are creating a pet supplies on-demand delivery app. If you want to gauge how and for whom your targeted customers order pet food, you need to target an audience who uses apps to order supplies or atleast have a pet for which you provide products.

To ask the right questions for each targeted demographic, you need the ‘right’ criteria .

In this case, it will only include people who shop for supplies at least once a month.

You may not need to ask people who regularly order supplies online via apps.

Now, coming to the part about asking the ‘right’ questions for these criteria:

Right question:

Wrong question:

Choose the right order for your questions

To zero in on your most relevant audience since the beginning, you need to drive in a dynamic demographic. Taking the on-demand pet supplies app example forward, to reach the audience you want to survey, start with a demographic survey to bring a diversity of locality, animal type, etc. Here again, we have explained the “right” and the “wrong” criteria to consider as responses.

Doing this will filter out the people who do not have a pet and are not your targeted customers.

Then, before you ask how users use the pet supplies app on their devices, you need to ask whether they even use smartphones or which platforms, to be precise.

For example:

Ask this survey example question first –

And then add secondary criteria to zero in on your relevant audience –

Offer a catchall answer option

No matter how relevant the answer choices you provide are, sometimes you can’t always assume what users may want to answer. That’s why a catchall answer option such as “None of the above,” “I don’t know,” or “Other” is an excellent idea to practice.

If not, some respondents who shouldn’t be taking your survey might end in your feedback, which can be misleading for your company and defeat your survey’s whole purpose.

Prioritize psychographics and behavior screening

Here is a little something to explain what it is –

Psychographics is a study to analyze consumers’ behavior based on AIOs (Activities, Interests, and Opinions). It helps organizations understand their customers and then strategize marketing and product features.

Psychographics and behavior screening allow grouping people on a specific basis for more effortless and optimized analysis. For instance, how people live, how they are related to your product, what matters to them, etc.

You should only add geographics to your screening question when vital to your research, so you don’t end up wasting your questions. For example, for your pet products app, you must know users’ location to decide which areas are beneficial to target.

Nevertheless, demographics coupled with behaviors and psychographic survey questions might not help eliminate irrelevant respondents, but they do work as a filter to add variety to your survey respondents.

The insights you get from such psychographic survey questions are great for devising marketing strategies for your product.

A page break is a must after the last screener

Do not forget to add a page break after you are done with your last screener. If you don’t, the logic you used in the survey will not apply otherwise.

• Use open-ended questions to eliminate low-quality participants

Think of this as the last stage in your screener survey to land you the exact user persona you want to target. After all, you are conducting a specific survey to get accurate and valuable insights.

Any unuseful or irrelevant feedback will only render your whole survey ineffective. Using an open-ended question, in the end, will let you know more deeply about the participant and help decide whether they are suitable for the survey or not.

For example – You own an online clothing store and want to expand to the beauty industry.

An open-ended question like this in your screener will help you understand how your targeted audience shops for beauty products. This will allow you to make your decisions on users’ shopping behavior and pattern.

Any responses with one-worded, cagey, and incomprehensible answers will indicate low-quality feedback from the respondent. Such respondents will be filtered in the screener.

Don’ts of a screening questionnaire

Don’t use dichotomous answer options..

If you use “Yes” or “No” answer types in your survey, the participants become prone to acquiescence bias, where they would choose the favorable option to seem more agreeable.

Avoid using industry jargon

For your survey to be effective and appropriate for users to take, you should avoid using industry jargon and terminologies. In case you can’t help it, make sure you define it in the survey.

Example: Assume you own an app development company and want to expand to a platform where people can create their apps from scratch in a couple of hours.

This concept comes under Rapid app development, where apps are created in hours and not months with almost no investment. Now, people who are new to app development might not know what this means.

Wrong question: “Would you be interested in a Rapid app development platform?”

Right question: “Would you be interested in a platform where you can create an app yourself without coding in a couple of hours?”

See how simplified and easy to understand the last option is?

This way, even people who might not be familiar with the app development word will be able to answer properly.

Avoid asking leading questions

Do not lead your participants to answer a certain way with your questions. For instance, adding the “right?” term in your questions is a form of validation of what you are asking. And users may choose “Yes” as a favorable answer. But it’s not the only way.

Wrong Question: On a scale of 1-10, how much will you rate your love for pizza?

On a scale of 1-10, how much do you hate pineapple pizza?

The words “ love ” and “ hate ” instantly give a clue to the respondents about your bias in the question, i.e., you may favor responses who rate highest for “ hate pineapple pizza. ”

If you frame your screening questions in such a way, you may end up with wrong respondents or, worst, inaccurate results.

A non-leading screening questions example is:

Right Question: On a scale of 1-10 (1 being terrible and 10 being incredibly delicious), how will you regard pineapple pizza?

Don’t give away the topic of your survey

You need to cleverly frame and order your questions not to allow respondents to guess what kind of answers would qualify them to move to the next question.

When to use Screening Questions: Use Cases

Other than filtering out the targeted survey respondents, screening questions have much more to offer as business benefits. Here are some use cases where you can get excellent results if you play your cards right with the screeners.

Conversion rate optimization

With screeners, you will be able to eliminate unsuitable candidates for your survey, but it doesn’t mean those candidates cannot provide you anything. Once they have reached your screener, it is best to increase their user experience by guiding them towards something valuable or gather feedback different from your survey.

With the help of branching logic , you can redirect your visitors to your website’s engaging and relevant sections to help them with whatever they need help with.

Check out this video on how the branching logic works and how you can utilize it to increase your conversion rate .

Design feedback

Sometimes, you may design your website or app user interface to the best of your capability, but it is always beneficial to ask for feedback from the people who use it regularly.

You can employ branching logic to connect your screener survey with the one that will collect visitors’ feedback on how easy it is to navigate your website or app or how you can improve your product’s design.

Product feedback

You can gather valuable insights from the rejected respondents about your services or products. Find out how they feel about your organization, what features they would like to be added, and how you can make the whole experience better for them.

If you are a software product or service provider, you can redirect the respondents to the System Usability Scale or SUS survey to gauge how easy-to-use are your services and products.

App feedback

Hypothetically, if you’re conducting your screener survey in your mobile app, then you can utilize the feedback of eliminated respondents about your app and its features.

How to measure incidence rate?

Once you are done creating the screener survey, there is one more crucial step to consider – How many responses do you need to validate your survey efforts?

The practice of calculating the number of respondents who qualify to take your survey is known as “incidence rate.”

It helps decide the minimum number of responses you need from non-screeners to get valuable feedback from the screeners.

Here is how you calculate it:

To put it into context, say you got 1000 responses from participants. Out of which 700 pass your screeners, and 300 do not. Then, it leaves you with the incidence rate of:

The question now is, why do you need it?

It helps identify the total number of respondents you need to get the minimum required qualified participants.

So, if you guess too high, you are likely to survey fewer people hoping they will be sufficient, only to find out the estimate was incorrect. In this case, you will have fewer than the required qualified respondents and vice versa.

Let us explain this within context. Suppose you guesstimated the incidence rate at 50%, but it turned out to be only 25%. Your actual requirement for qualified respondents is 500.

It means that out of 1000 respondents, only 250 were qualified to take the survey, and because you estimated a higher incidence rate, you are falling short of 250 more qualified candidates.

That’s why you need an accurate incidence rate so that you don’t end up with a surplus or deficit of required qualified participants.

Everything that you have done so far leads to this.

It is finally time to understand the feedback data inside out and procure every ounce of useful information by reading between the lines.

While analyzing, you should not confuse total responses for complete responses and vice versa.

While total responses include everyone who took the survey, even the non-screeners, complete responses only include the number of respondents who completed the survey to the end.

When sharing the sample size of the survey questions’ responses, you should use the complete responses figure since total responses will include the non-screeners and would misinterpret your survey results.

It is easy to get confused while identifying which data figures to choose for correct results. For this, you can try tools like Qualaroo featuring a strategized and clean dashboard to avoid confusion and assist you in analyzing survey feedback data efficiently .

Now that you have landed the right audience, you can start with your actual survey . Here is a video to help you get started and uncover the questions you can ask your chosen respondents.

Get ready to use screeners the right way

Absorbing and implementing everything about how, when, where, and with whom to conduct a screeners survey will offer you the desired results.

Weeding out unsuitable candidates before starting your survey will help you get niche feedback and narrow down the chances of irrelevant responses.

But for your screening endeavors to be fruitful, you need to keep all the pointers discussed in mind and use a tool that allows you advanced filtering options.

About the author

Shivani dubey.

Shivani has more than 3 years of experience in the modern creative content paradigm and technical writing verticals. She has been published in The Boss Magazine, Reseller Club, and HR Technologist. She is passionate about Artificial Intelligence and has a deep understanding of how organizations can leverage customer support technologies for maximum success. In her free time, she enjoys Nail art, playing with her guinea pigs, and chilling with a bowl of cheese fries.

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Market research templates: what they are and how to use them.

18 min read Interested in market research but need some templates to start with? In this guide, we unpack market research, survey planning best practice and share some of our best templates for brand, customer, product and employee research.

What is a market research template?

While you’re no doubt familiar with the concept of market research and how it can help you to reach your target audiences and improve your product or service , the real challenge is designing a market research plan that is conducive to excellent results.

All of this starts with the right market research template(s) to help you analyze specific target audiences, collect the right data and uncover insights that can drive actionable change.

In this article, we’re going to:

• talk about market research and its use cases,
• provide you with a standard template that allows you to plan your research,
• and share several other templates to help you with specific types of market research

You can also check out our free template library.

But first, let’s revisit market research.

What is market research?

Market research is the process of determining the viability of a new service or product through surveys and questionnaires with prospects and/or customers. It involves gathering information about market needs and prospect/customer preferences .

Through market research, you can discover and/or refine your target market, get opinions and feedback on what you provide to them and uncover further prospect/customer pain points and expectations of your service or product .

Market research can be conducted in-house, either by you and your research team, or through a third-party company that specializes in it (they will typically have their own research panels or be capable of creating a research panel to suit your requirements).

The four common types of market research

There are lots of different ways to conduct market research to collect customer data and feedback , test product concepts , and do brand research, but the four most common are:

The most commonly used form of market research, surveys are a form of qualitative research that asks respondents a series of open or closed-ended questions , delivered either as an on-screen questionnaire or email.

Surveys are incredibly popular because they’re cheap, easy to produce, and can capture data very quickly, leading to faster insights.

2) Focus groups

Why not bring together a carefully selected group of people in your target market using focus groups? Though more expensive and complex than surveys and interviews, focus groups can offer deeper insight into prospect and customer behavior – from how users experience your products and services to what marketing messages really resonate with them.

Of course, as a market research method that’s reliant on a moderator to steer conversation, it can be subject to bias (as different moderators might have preferred questions or be more forceful) and if you cut corners (not asking all the necessary questions or making assumptions based on responses), the data could get skewed.

3) Observation

As if you were a fly-on-the-wall, the observation market research method can be incredibly powerful. Rather than interviewing or surveying users, you simply take notes while someone from your target market/target audience engages with your product . How are they using it? What are they struggling with? Do they look as though they have concerns?

Observing your target audience/target market in this fashion is a great alternative to the other more traditional methods on this list. It’s less expensive and far more natural as it isn’t guided by a moderator or a predefined set of questions. The only issue is that you can’t get feedback directly from the mouth of the user, so it’s worth combining this type of research with interviews, surveys, and/or focus groups.

4) Interviews

Interviews allow for face-to-face discussions (both in-person and virtually), allowing for more natural conversations with participants.

For gleaning deeper insights (especially with non-verbal cues giving greater weight to opinions), there’s nothing better than face-to-face interviews. Any kind of interview will provide excellent information, helping you to better understand your prospects and target audience/target market.

Use cases for market research

When you want to understand your prospects and/or customers, but have no existing data to set a benchmark – or want to improve your products and services quickly – market research is often the go-to.

Market research (as mentioned above), helps you to discover how prospects and customers feel about your products and services, as well as what they would like to see .

But there are more use cases and benefits to market research than the above.

Reduce risk of product and business failure

With any new venture, there’s no guarantee that the new idea will be successful. As such, it’s up to you to establish the market’s appetite for your product or service. The easiest way to do this is through market research – you can understand the challenges prospects face and quickly identify where you can help. With the data from your market survey, you can then create a solution that addresses the needs and expectations of would-be customers.

Forecast future trends

Market research doesn’t just help you to understand the current market – it also helps you to forecast future needs. As you conduct your research and analyze the findings, you can identify trends – for example, how brands and businesses are adopting new technology to improve customer experiences or how sustainability is becoming a core focus for packaging. Whatever it is you’re looking to understand about the future of business in your market, comprehensive market research can help you to identify it.

Stay ahead of the competition

Understanding your market and what prospects and customers want from you will help to keep you ahead of the competition . The fact is that the top businesses frequently invest in market research to get an edge, and those that don’t tap into the insights of their audience are missing low-hanging fruit.

As well as helping you to stay in front, you can also use market research to identify gaps in the market, e.g. your competitors’ strengths and weaknesses . Just have participants answer questions about competitor products/services – or even use the products/services – and work out how you can refine your offerings to address these issues.

Plan more strategically

What’s the foundation of your business strategy? If it’s based on evidence, e.g. what people expect of your products and services, it’ll be much easier to deliver something that works. Rather than making assumptions about what you should do, market research gives you a clear, concrete understanding of what people want to see.

Check out our guide to market research for a more comprehensive breakdown.

How do you write a market research plan/template?

A market research plan is very similar to a brief in that it documents the most vital information and steps about your project. Consider it a blueprint that outlines your main objective (summary), key questions and outcomes, target audience and size, your timeline, budget, and other key variables.

Let’s talk about them in more detail.

Elements of a great market research plan

1) overview or summary.

Use the first section of your market research plan to outline the background to the problem that you are attempting to solve (this is usually your problem statement or problem question). Include background information on the study’s purpose and the business to provide context to those who would read the report, as well as the need for the research. Keep the overview simple and concise; focus on the most salient elements.

2) Objectives

What is it that you hope to achieve with this survey? Your objectives are the most important part of the survey. Make sure to list 3-5 of the decisions or initiatives that the research will influence.

For example:

Understand the most-used channels for customer engagement and purchasing to decide where to prioritize marketing and sales budget in Q1 2022. Determine what’s causing customer churn at the later stages of the buyer journey and implement a new retention and sales strategy to address it.

Your objectives should be smart, that is: Specific, Measurable, Attainable, Relevant, and Timely.

3) Deliverables (or outcomes)

This section should focus on what you expect to have at the end of the project. How many responses are you looking for? How will the data be presented? Who will the data be shared with? (Stakeholders, executives) What are your next steps? Make sure you state how you will collect and analyze the data once it’s available.

Products such as Qualtrics CoreXM make this process fast and incredibly easy to do, drastically reducing the time to insights so you can make more meaningful changes, faster.

4) Target audience

Not to be confused with your market research sample, your target audience represents who you want to research. Of course, your sample may include ideal buyers from your target audience. Here you want to define the main variables or factors of your audience: demographic , age, location , product interaction, experience, and so on. It’s worth building out your buyer personas (if you haven’t already) and including a quick breakdown of them here.

5) Sample plan

How many participants do you want to research and what kind of groups do you want to reach? Depending on these two variables, you may have to use qualitative, quantitative , or multi-method approaches.

6) Research methods

What methods will you use in your market research project? The insights (and the granularity of those insights) will depend on the methods and tools you choose. For example, and as mentioned earlier, surveys are often the go-to for many organizations as they’re affordable and straightforward, but if you want to get more personal views from your respondents, one-to-one interviews might be more applicable. You might even want to take a hands-off approach and simply observe participants as they use your products, or try a combination of research methods. Make sure to outline what methods you will use as part of your research plan.

7) Timeline

How long will your research project run? It’s worth putting together a Gantt chart to highlight key milestones in the project, along with dependencies, and to break down tasks as much as possible. Schedule in contingency time in case some tasks or research runs over – or you need more responses.

Set a budget for the overall program and list it in your plan. Though this might be the most difficult aspect of any research plan, it helps you to be more strategic about tasks and hold people accountable at each stage of the process. If costs go over, that’s good to know for future market research. If costs are lower than anticipated, you then have the opportunity to do further research or prop up other areas of the study.

9) Ethical concerns or conflicts of interest

One of the most important parts of your market research plan, you should highlight any ethical concerns. To begin with, it’s your duty to state whether or not responses will be kept confidential and anonymous as part of the study. It’s also important to allow participants to remain anonymous and ensure you protect their privacy at all times.

Another issue to consider is stereotyping. Any analysis of real populations needs to make approximations and place individuals into groups, but if conducted irresponsibly, stereotyping can lead to undesirable results.

Lastly, conflicts of interest – it may be that researchers have interests in the outcome of the project that lead to a personal advantage that might compromise the integrity of your market research project. You should clearly state in your market research report that any potential conflicts of interest are highlighted and addressed before continuing.

But I want a faster solution!

Well, there’s a quicker and far easier way to do all of the above and get the data you need – just use a market research survey template. In our next section, we’re going to share a whole list of templates that you can use.

Free market research survey templates

No matter what kind of research you want to conduct, we have templates that will remove the complexity of the task and empower you to get more from your data. Below we’ve compiled a list of templates for four key experience areas: Brand , Customer , Employee , and Product .

All of our research templates are free. All you need to do is sign up for a free Qualtrics account to access them.

Brand experience market research templates:

• Logo testing : Collect feedback to help you evaluate and iterate on your logo designs and concepts
• Brand awareness : Track the level of brand awareness in your target market, including current and potential future customers
• Ad testing : Evaluate your consumers’ reaction to an advertisement so you know which campaigns to deploy before you invest
• A/B testing : Quickly and easily compare to versions or options in a study, whether it’s a design, headline, color palette or a mock-up of your latest ad campaign

Customer experience market research templates

• Student satisfaction : Gather feedback on how your institution is delivering on the student experience
• Net promoter score (NPS) : Measure customer loyalty and understand how they feel about your product or service using one of the world’s best-recognized metrics
• Customer satisfaction : Evaluate how satisfied your customers are with your company, including the products and services you provide, and how they are treated when they buy from you
• Customer service : Gain insights into the contact center experience, so you can achieve and maintain optimum levels of customer experience (CX) performance
• Event feedback : Measure the effectiveness of your events and how well they meet attendee expectations so that you can continuously improve your offering
• IT help desk : Understand how satisfied your employees and customers are with your IT help desk experience
• Website suggestion box : Collect visitor feedback on how your website can be improved
• Website satisfaction : Find out how satisfied visitors are with your website’s design, usability, and performance
• Store purchase feedback : Capture customer experience data at the point of purchase to help you improve the in-store experience
• Online purchase feedback : Find out how well your online shopping experience performs against customer needs and expectations

Employee experience market research templates

• Employee satisfaction : Get an overview of your current employee experience
• Manager feedback : Improve your skills as a leader with valuable feedback from your team
• Employee engagement : Find out how employees find the current experience at your workplace with this entry-level engagement survey
• Employee exit interview : Understand why your employees are leaving and how they’ll speak about your company once they’re gone with this survey template
• Employee onboarding : Improve your onboarding program by understanding what’s working and what’s not
• Team event planning : Collect inputs from employees to plan a team event that works for everyone
• Meeting feedback : Check-in with team members after a meeting to see how well your company is running and what improvements can be made
• Interview feedback : Improve your candidate experience by gathering actionable insights about the interview process
• Employee suggestion box : Gather anonymous data to help address concerns and improve the employee experience in your organization
• Candidate experience : Improve your candidate experience to increase brand perception, offer acceptance rates, and hiring process efficiency with this single-touchpoint survey template
• Employee suggestion action : Take employee feedback a step further by working with your staff to quantify solutions based on their experience data

Product experience market research templates

• Product research : Evaluate your consumers’ reaction to a new product or product feature across every stage of the product development journey
• Pricing : Understand how to set the exact price point for your product or service, according to your target consumers
• Feature prioritization : Compare and contrast product features using conjoint analysis to find the optimal mix for your customers
• Product package testing : Collect feedback on your product packaging to see how well it meets the needs and expectations of your customers

Armed with the right market research templates, getting the information you need across brand, product, customer and employee disciplines — as well as beyond — is significantly easier.

But if you want help putting together complex market research and scaling your in-house research team to get agile insights, check out our guide to building an agile research function.

Insights are more important than ever, especially during times of change, but building a great team takes a lot of time and money.

In our eBook, we’ll explain how you can:

• Scale your research team
• Build a smart partner strategy
• Ensure you have the right technology for market research and data analysis

Tackle your market research with our agile market research eBook

Related resources

Market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 12 min read, primary vs secondary research 14 min read, request demo.

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7 questions every user research recruitment screener should include

There’s no denying that writing a user research recruitment screener can be a bit of a complicated process..

In fact, as any user research recruitment agency worth their salt will tell you, a lot of consideration needs to go into deciding which questions to include in your screener so you can ensure you recruit the best possible participants for your research.

So, if you’ve got a user research study coming up and are struggling to write a recruitment screener, we’ve outlined seven questions you should include so you can make sure it’s as impactful as possible.

Ready to get started? Let’s dive in!

7 important questions you should include in your user research recruitment screener

1. general demographics questions.

As with any research study, firstly you’ll need to ensure that your user research recruitment screener includes questions about your participants’ demographics. This includes questions around gender identity, age, where they live, ethnic background, job title and so on.

This information will help you to establish whether your prospective participants are representative of your target audience. For example, if you were looking to test a new photo editing app aimed at Millennials, you’d need to confirm that your participants were born between 1981 and 1996.

Plus, in order to ensure you have a diverse sample, you should find respondents from different ethnic backgrounds and gender identities to achieve a fully representative sample.

Top tip: Make sure to ask your demographic questions first, so you can be sure you’re not wasting people’s time if they don’t qualify.

2. Check for potential bias

Next up, you’ll need to find out if your potential participant or their family has worked in a similar organisation to yours or has worked with similar or competitor products to eliminate the possibility of bias.

Going back to our previous app example, if one of your participants has a family member that also develops apps, or perhaps works in digital photo editing, the participant may know some information that could influence the way that they interact with your app during the research .

Sure, most screeners will ask whether the participant or their family have worked in advertising, marketing, or market research. But by going one step further and asking whether they have worked at similar organisations, you can be completely sure you’re eliminating bias and that you recruit the best sample possible.

3. Brand likes and dislikes

It’s also super useful to gain an understanding of the other products and services your prospective participants are using.

For example, you may want to recruit participants who use products and services from your main competitors so you can find out how to make your product even more appealing. What do your prospective users like about your competitors that you might not have seen yourself?

Whilst you’re at it, it’s also a good idea to include the name of your own brand so you can screen out any participants who have no interest in or dislike your brand, so your research findings aren’t skewed.

4. Technology capability

We know, this question might sound obvious and relatively straightforward, but trust us: it’s a really important one. Think about how many interviews you have started where the recruit doesn’t have the correct equipment, or they don’t know how to use the software. We bet it’s quite a lot.

Basically, if your participants don’t have access to the devices you need them to use or are not comfortable using the devices or software you provide them as part of the study, they won’t be suitable to take part.

Knowing this (and including an over-recruit too) will help ensure everything runs as smoothly as possible and save you the time and resources needed to recruit participants at the last minute on the day.

5. Accessibility needs

In today’s world, there’s no excuse for not being accessible, and addressing the accessibility and inclusivity needs of your participants is more important than ever before.

Going back to our photo app example, if you’re going to address any accessibility needs , you need to start by asking whether your potential participants have any accessibility needs around handheld device usage.

This means that not only can you ensure you’re recruiting a representative sample, but that you can make any necessary provisions for your participants to take part too.

Plus, you can also gain an understanding about how you can make your product or service more user friendly and inclusive to those with accessibility needs as well.

6. Behavioural demographics

Did you know that establishing behavioural demographics for your user research is just as important as establishing their personal demographics?

Yep, confirming behavioural demographics allows you to choose participants based on their day-to-day activities, personal values, and how they relate to your product so you can have a well-rounded view of who’s taking part in your research.

Going back to our trusty millennial photo app example, you could ask the question “which of the following statements best describes your phone photography and editing activity?” with answer statements such as:

• I take and edit photos on my phone frequently throughout the day
• I take and edit photos on my phone no more than once a day
• I take and edit photos on my phone between 1-3 times a week
• I don’t really take or edit photos on my phone

Then, depending on whether you want to recruit participants who use their phone to take and edit photos frequently or infrequently, you can narrow down your respondent pool accordingly.

7. Creative questions

Finally, including a creative question or two in your screener related to your topic area is another great way to assess if your participants are the right fit for your research.

Using our app example, you could ask a question such as: “If I put an apple down on a table in front of you and asked you to take and edit a photo of it, how would you go about this?”

If your prospective participant described positioning the apple in an interesting way, taking the photo from a specific angle, and possibly using different filters or colour editing, they’d be the ideal participant to take on board, whereas if they just said they would grab their phone and take a quick photo, they’re probably not the right respondent for you.

Creative questions like this can be quite tricky to include in a screener, though, which is why here at Angelfish we often save these types of questions for our validation calls . We can then easily assess if they are going to be the right fit for your project.

Why should I work with a user research recruitment agency to develop my screener?

While writing your own user research recruitment screener can be quicker in the short term, the fact is that a user research recruitment agency will have years of experience and up-to-date expertise behind them to ensure that your screener is up to scratch.

This means that you’ll have complete peace of mind that your participants will be of the highest possible quality and provide you with truly representative insights that can help you to enhance and develop your products and services.

Need further help or screener advice?

If you’re looking for additional help and advice with your user research recruitment screener, you’ve come to the right place! Here at Angelfish Fieldwork, we can not only help with your screener, but with the whole recruitment process too.

In fact, we’ve got over 40 collective years of experience as a user research recruitment agency that we can bring to the table, which means there’s no one better placed to help your research go off with a bang!

So, from screeners to validation, if you’d like to learn more about how our team of research recruitment superstars can help with your next project, don’t hesitate to get in touch for a chat – we'd love to see how we can help!

Alternatively, in the meantime, why not check out our ultimate guide to writing an effective user research recruitment screener for more top tips and expert advice.

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Written by Ahmad Benny

18 April, 2023

Recruiting participants for user experience research is a formidable hurdle in any burgeoning project. It can be a lengthy, tedious process — full of rejections, reschedules, and no-shows.

But, one foolproof way to guarantee your UX research study proceeds smoothly with little fuss is to filter out the bad apples early on. 

That’s where screener questions come in.

Screener questions are the gatekeepers of the UX research recruitment process. They act as a filter that prevents unqualified or otherwise unsuitable participants from participating in your study. 

That means you won’t have to spend ages trawling through hundreds of applications just to find a few good ones or dealing with the disappointment of participants dropping out midway.

If you want to know how to draft the perfect screener questions that help you find the cream of the crop, then read on!

What Are Screener Questions?

Screening questions (also known as “screeners”) are what stand between you and a bunch of unreliable, unengaged participants. They have targeted questions that potential participants answer before they can take part in your UX research study.

The questions help you gain valuable insights into the participants’ background, experience, and overall suitability for the project. Then, based on their answers, you can decide if they’re a good fit and ‘screen out’ those who don’t fit the bill.

Screener questions generally come in two varieties –

Open-ended Screener Questions

Open-ended questions are great for capturing freeform responses in a UX research study. They help uncover the ‘why’ behind a particular behavior, feeling, or opinion.

Just like how life coaches ask open-ended questions to uncover the root of an issue, UX researchers can use these questions to encourage potential participants to open up and share candidly about the “why” behind their actions and experiences. This helps you gain a deeper understanding of your participants, as well as their preferences, values, beliefs, and motivators.

Closed-ended Screener Questions

While open-ended screener questions help you understand the ‘why,’ closed-ended questions answer the ‘what’ of a particular situation. They have limited possible answers, like yes/no options, multiple choice questions, and rating scales.

These screener questions help test assumptions, uncover patterns, and gather quantitative data. You can use them to determine whether participants have the skills or expertise required to participate in your UX research study or have prior experience with a particular product or technology.

How to Craft Effective Screener Questionnaires?

Crafting effective screener surveys is an art form in itself. You’ve got to be careful to strike the perfect balance between being too lenient (leading to unreliable data and participants) and too strict (which means you end up screening out all the good participants too). That’s why it helps to arm yourself with the right knowledge before you begin. Here are some tips to get you started: 

Identify The Broader Themes of Your UX Research:

Establishing your research goals is essential before you start drafting your screener questions. That means taking a step back and thinking about the purpose of your study, the types of participants you need, and the insights you hope to gain. 

These goals will help you nail down the details of your screener survey, such as which questions to ask, what type of answer options to include, and so on. For example, if you’re researching customer checkout experiences, you’ll want to ask participants whether they’ve ever completed an online purchase, how frequently they shop online, and other related questions. 

Know your ideal participant:

Without a clear definition of your target persona, writing effective screener questions will be impossible. Take a close look at the target audience criteria and pinpoint the exact demographics, attitudes, behaviors, or contexts that would make a participant eligible for your study.

For example, suppose you’re product testing mobile gaming apps. In that case, you’ll want your screener to target participants who frequently play mobile games for at least 20 minutes a day and are familiar with the design of current gaming apps. You can use this profile info to fine-tune your screener questions and really hone in on the right participants. 

Stay Away from Leading Questions:

Leading questions suggest a certain response or entice the participant to choose a particular answer. But your screener survey won’t be helpful if all it does is reinforce your own assumptions—so resist the temptation to lead your respondents in a specific direction.

Instead, use neutral wording that allows participants to answer freely and honestly. Try to be as impartial as possible and avoid using phrases like “Don’t you think” or “Wouldn’t you agree?”. For example, a question like “Do you think this product is easy to use?” could be rephrased to “How would you rate your experience using this product?” This allows participants to answer based on their own experience rather than a suggestion.

Be careful of what you reveal:

Screening questions that make the purpose of the study obvious can lead to distorted responses from participants. Even if you don’t necessarily reveal the product or service you are researching, giving away too much background info in your screener questions can still tip participants off and make them more likely to exaggerate their responses or give you the answers they think you want to hear.

The aim is to give potential participants enough context to understand the study without revealing the specifics. That’s why it helps to be vague and broad in your screener survey’s phrasing. For instance, if you’re researching a mobile gaming app, instead of telling them it’s an app for mobile gamers, you might say it’s a study about mobile entertainment.

Arrange your questions logically:

The order of your screener questions matters. Like any other type of survey, your screener should follow a logical flow. That means grouping related questions together and ordering them from highest priority to lowest.

For example, if you’re conducting a study on airline travel, you should start by asking about the participant’s experience level with air travel. Then, you can follow it up with a question about the frequency of their trips or which airlines they usually fly. That way, you can quickly eliminate any participants who don’t meet the criteria and steer them toward the end of the survey. 

Examples of Screener Questions

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The questions you’ll include in your screener survey will depend on the purpose of your study and the criteria you’re looking to filter for. But if you need an extra dose of inspiration, here are a few sample screener questions to help guide your own survey design. 

I. Demographic 

Demographics are helpful for understanding who your participants are and what their backgrounds look like.

• What is the highest level of education you have completed?
• What is your current employment status?

II. Firmographic 

Occupational questions can help you learn more about the type of jobs your participants have and how their work experience may influence their responses.

• What industry are you currently working in?
• Which job title best describes you?

III. Product Proficiency

Questions around product or service familiarity can help you determine whether participants have used it before and how knowledgeable they are about it.

• On a scale from 1 to 5, how knowledgeable would you say you are about (name of the product)?

• Which of these tools have you used in the past? (Select all that apply)

IV. Frequency of Use or Action

These questions help you assess how often participants do a particular task or action, which is especially useful when you’re looking to screen for users who regularly do something or used to behave in a certain way and then discontinued it.

• How often did you use (name of the product) in the past month? 

• When was the last time you used (name of the product)? 

V. Technical Know-how

If your research involves advanced or new technology, you may want to screen participants based on their technical comfort level or expertise with the technology involved.

• On a scale from 1 to 5, how comfortable are you with using (name of technology)?

• How much experience do you have with (name of technology)?

Tools to Help You Conduct Screener Surveys

Once you have your survey questions drafted up, you’ll need the help of reliable and easy-to-use tools to create, distribute and analyze your screener study. Here are a few suggestions to help with the task:

Survey Conducting and Distribution Platform

Of course, you can’t conduct a screener survey without a survey platform . A good survey platform should provide intuitive survey design tools and options to customize your surveys. This makes it easier to add and remove questions, create surveys from pre-existing templates, and test your survey before sending it out. 

The survey platform should also offer a wide range of distribution options to ensure your surveys reach the right audience in the most convenient and cost-effective way possible. It should also provide robust reporting and analysis tools to help you get the most out of your data. 

Task Management Apps

You can’t coordinate and monitor all the elements of your screener survey on your own. That’s why you need to make use of task management apps. As the name suggests, these apps enable you to keep track of all tasks related to your screener study in one place. Task management apps also allow you to set deadlines and assign tasks to team members. This makes it easier for you to monitor the progress of your study and ensure that things are running smoothly.

You’ll find plenty of premium task management apps available on the market. Explore your options and find a tool that best suits your needs. But if you don’t have the budget to invest in a fancy tool or the time to get your team acquainted with a new app, then you can always rely on the all-powerful Google Sheets to keep track of your tasks. Google Sheets is an excellent alternative for teams that don’t need all the bells and whistles of premium task management solutions. Just choose a suitable template from the vast collection of Google Sheets templates available online and start tracking your tasks right away.

Workflow Automation Software

With workflow automation software, you can create automatic triggers that will take action on your behalf and help streamline the search for qualified participants for your screener survey. This means you won’t have to manually go through every response to send participants down different paths based on their answers.

For example, you could integrate your chosen automation tool with your survey platform and set up a rule that automatically disqualifies participants who answer “No” to a specific question. Or route participants to different surveys or tasks in your study based on their answers. 

Usability Testing Tools

If you want to incorporate usability testing into your screener survey, then a tool like Loop11 would come in handy. These tools enable you to quickly capture user feedback on prototypes, wireframes, and other designs. 

Usability testing tools provide a suite of features like click maps, heatmaps, user recordings, and more that help you better understand how participants interact with the prototype or design being tested. Plus, most usability testing tools also come with built-in integrations to popular UX research and survey platforms, making switching between your study’s survey and testing stages effortless.

Survey Analysis Programs

Gone are the days when you had to manually analyze survey data. Today’s tech-driven world has several tools that make data analysis a breeze. Disruptive trends like artificial intelligence and machine learning have led to the development of many robust data analysis tools.

Using survey data analysis tools, you can automatically sift through your open-ended survey responses and extract insights from them in a matter of seconds. Some survey analysis programs even come with pre-designed templates to help you quickly analyze text responses by employing keyword extraction, topic analysis, and sentiment analysis techniques. This eliminates the need for manual analysis of text responses and gives you a much clearer view of your survey results.

Weed Out the Wrong Candidates With Screener Questions

Finding the best participants for your UX research project starts with crafting effective screener questions. With the right questions, you can effortlessly weed out the wrong participants and ensure that your study is successful from the very start. So don’t skimp on this important step — put in the time and effort to make sure your screener questions are up to scratch!

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5 reasons why the screener matters with marketing research design..

We design and conduct marketing research studies for a range of companies from Fortune 1,000 companies to government agencies.

When collecting data and insights, whether for a quantitative online survey (such as a brand tracking study, an annual customer satisfaction survey or an NPS study) or for a qualitative study such as focus groups online or in-person, the participant screener matters.

What is a screener?

Screening questions are those that determine whether or a not an individual qualifies (age, purchasing habits, role at company, company revenue, etc.) to participate in your marketing research study whether it is focus group, in-depth interview or online survey. The objective is to filter out unsuitable candidates upfront and quickly.

Types of screener questions:

There are different types of screener questions. Here are just two examples:

Exclusion questions. These allow you to quickly weed out those who don’t meet the criteria to participate in your study.

Filtering questions.  If you need a certain quota, say 50% 18-45 and 50% 45+, you will need a screener to help with that. As you reach the quota of completes, you won’t want to accept and have to pay for completes from any additional respondents. At that point, they would be screened out.

Example screener questions:

For example, if you want to conduct market research study of moms aged 18-45 with young children, a few screening questions might include:

1. Are there children (under age 18) living in your household?

Would not qualify if select “No."

2. Please indicate your role of taking care of your children.

Grandparent

Would not qualify if select “Dad or Grandparent.”

If the moms who participate must have children under the age of 18, those who don’t would be screened out by the above questions. And if the study focuses on moms, dads or grandparents would not qualify for the study.

5 Reasons getting the screener questions is critical:

1. Ensures the study includes qualified respondents.

Whether you’re working from a customer list or tapping into a research panel, the right screener questions will ensure that your study has the right participants. You won’t want to have a woman without a child show up to a focus group designed to explore their preferences when seeking healthcare for their kid, and you definitely don’t want a dad showing up when it is focused on moms.

2. Helps the study stay on budget.

When designing market research studies, it takes time to schedule and recruit participants for a focus group or in-depth interviews, and it can get expensive when you consider recruitment incentives. Screeners weed out the wrong people from being invited to participate, ensuring you are using your resources—time and money—wisely.

The same holds true with a survey. You don’t pay for someone completing a survey if they don’t make it through the screener, but without a screener you’ll end up paying for people to complete your survey whose responses are of little or no value. For example, if you want to interview dog owners, but a cat owner responds, their responses will not be helpful in evaluating a new flea and tick solution designed for dogs.

3. Eliminates respondent bias.

Another critical screener question disqualifies those who may have deep knowledge of an industry. Their knowledge or expertise could bias their responses. If you want to ensure healthcare professionals do not make it through your market research screener, here’s an example of a question that is masked:

Do you or anyone in your family work in the following industries?

Health insurance

Hospitality

Disqualifying respondents who select 1 and 3 would eliminate bias. We eliminate those in advertising and marketing since they have more experience with market research studies.

4. Confirms respondents.

When working with any panel or existing customer list, you will want to screen to confirm status. As people age they change age brackets and marital status, add children and change jobs. Beyond ensuring the customer is still a current one, screeners allow you to confirm whether their personal or business demographics make the person a good fit for your research study. For example, are they actively using a product or service they are enrolled in with your company?

5. Improves quality of data and insights.

When the right people are included in your market research study, your data and insights will be higher quality. With better data there’s less that needs to be filtered out, which improves the data compilation and analysis stages.

DOs and DON’Ts: Tips for screener questions:

Do put screener questions up front, before the start of the actual survey.

Do include enough screener questions to ensure you qualify those who make the cut.

Don’t use leading questions. Instead make sure the questions are masked as in our example above.

Don’t limit screeners to yes or no responses, but seek more precision. If someone has bought a streaming video service, how often do they watch it? This will help ensure light and heavy users can filter your responses.

Looking for an experienced partner to design your research studies? We know market research requires expertise—that’s exactly why we’re here to help.

Let's talk. Contact us today .

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• Principles and tips…

Principles and tips for designing screening questions in market research survey

• Oct 9, 2021

Suppose you want to conduct some research in a large statistical community about a particular topic, in order to find the real target audience of your community and get logical and valid results, consider using the screening questions which will help you conduct market research and marketing research . By using the market research screening questions , you can determine who is the right audience to answer the survey and who is not. A market research survey is usually associated with specific characteristics when taking the target market into consideration. Market research screening questions are developed by the researcher at the beginning of the market research questionnaire to show and ask the main questions related to the objectives of the questionnaire after ensuring that the respondents are qualified to answer them.

What is a screening question in the market research survey?

• One to two months
• Two to three months
• Three to five months

Respondents who choose options “B” and “C” are more likely to be suitable to continue the research, this way you will be able to choose only those who are really suitable to answer this online survey among the huge statistical community at hand. Read this article to learn about frequently asked questions in a market research survey.

Advantages of using market research screening questions

Identifying your true target audience

Identifying your true target audience leads to more reliable and accurate results. Suppose you send your questions to a very large target community, then only by using market research screening questions you can be sure that the respondents meet all your requirements.

Quickly Analyzing data

If you get the right answer from your target audience, you can save a lot of time because this way you will have filtered the irrelevant answers and then spend your time analyzing only the qualified answers.

Reducing Bias

Respondents may not have enough information to answer your questions or they may not have enough experience, so they may, in general, not be able to answer your questions. By using the market research screening questions you can choose the people who meet the criteria needed to answer your questions.

Updating the status of your audience

The people you chose to answer your questions may have changed their jobs and marital status over time, in which case they may not be suitable to answer your questions. For example, some respondents may have got married or have had children, this would make them unfit to answer your questions about the single life, so by using the market research screening questions you can filter these people and exclude them from the respondents’ list.

Types of Market Research screening questions

• Sorting respondents using demographic information:

The most common way to use market research screening questions is to ask questions about age, income, gender, place of residence, etc. The set of demographic questions ensures that the characteristics of the respondents are compatible with the target audience. On Porsline, you can use the “group of questions” feature, create a questionnaire , and separate the main audience from others. For example: How often do you visit Instagram?

• Several times a week
• Once a week

So if you want to survey bloggers on Instagram or people who spend a lot of time on it, you can remove those who answered: “never” or “once a week” from your list.

• Screening respondents according to their level of knowledge:

Some types of market research are related to a particular product or service, and the respondent must have a certain amount of knowledge in that field so that there would be no mistakes in analyzing the results and making decisions. For example, a store seeks to evaluate the market of specialized mountaineering products, so the questions to be asked must be related to mountaineering equipment to ensure that the respondent is familiar with the field. Also to give another example, suppose you want to do marketing research about medical products related to the Coronavirus. At the beginning of your questionnaire, you ask the following question: Do you or one of your relatives work in any of these fields?

• Medical supplies
• Medical Diagnostic Laboratory
• None of the above

To avoid bias in market research results, you can choose people who answered “none of the above.”

• Screening respondents by using identity verification: In some types of market research, the identity of the target community must be verified first, for example, an organization seeks to collect the opinions of its sales representatives in different regions of the country on a new product or service, then each salesperson must first enter the employee code or password that has been sent to them in advance by e-mail so that they can answer the questions in your questionnaire after verification. Use the Respondent Authentication feature on Porsline in order to do this easily.

Tips for designing market research screening questions

• The screening questions’ list should be short, and it would be better to keep the number of screening questions below ten, besides the time required to answer them should be about two minutes maximum.
• Consider your screening questions as a funnel, first, ask general questions, then gradually make them more specific and detailed. For example, ask first: Have you ordered something online during the past month? If the answer is yes, then ask a multiple-choice question: On which websites have you ordered products during the past month?
• Design a screening question with more options than “yes/no.” For example, it would be better to ask: What type of transportation has been the best option to use in your city during the past month?

This way the answer would include several options like: by my own car, using the subway, using public buses, and using taxi booking apps. This would be much better than asking: Have you used taxi booking apps during the past month? and only putting the two options yes and no.

• In the demographic questions set, ask only the questions you need, and, at the end of the questionnaire, add the additional information required to complete the profile of a customer, user, or organization.
• Do not ask your questions in a way that makes the respondents think they should choose the right answer. In some questionnaires, the questions were designed so that the respondent chooses the correct answer rather than expressing his/her opinion, as in the following example:

The wrong question: Do you have to buy organic food?

The right question: How important do you think it is to buy organic food?

• Very important
• Somewhat important
• Not important

Designing a screening question by using the “add logic” feature on Porsline

Using screening questions means creating different branches to answer the questionnaire online, and using the “add logic” feature you can easily create the most complex answer paths in the questionnaire. We recommend that the required flowchart be drawn on paper before adding logic to the questionnaire . Watch this short video to learn how to add logic.

You need to use screening questions to make the most of your marketing research, Porsline, your free online survey software helps you move on a smoother path and reach the desired outcome faster. To create an online market research survey, sign up on Porsline now.

Create your free account now and start building your questionnaires.

Related post

Demographic Information: What to ask? Why ask?...

Frequently Asked Market Research Survey Questions and...

A Step-by-step Guide to Conducting Market Research...

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Danaher Corporation

Us2358511028, advanced medical equipment & technology.

• Curiox Biosystems and Beckman Coulter Life Sciences Announce a Partnership Combining C-FREE™ Technology with DURA Innovations for Hands-Free Washed Sample Preparation for Flow Cytometry

WOBURN, Mass. , May 3, 2024 /PRNewswire/ -- Curiox Biosystems Co. Ltd (Curiox), a leader in the innovation of life science research technologies, and Beckman Coulter Life Sciences, a global leader in laboratory automation and innovation, announce a strategic partnership to provide researchers with a one-stop solution for hands-free washed sample preparation for flow cytometry.

The agreement combines the Laminar flow-based gentle liquid exchange technology known as C-FREE™ technology from Curiox with the comprehensive suite of DURAClone dry pre-formulated antibody panels and customized DURA Innovations dry reagent antibody cocktails from Beckman Coulter Life Sciences. This workflow solution overcomes longstanding challenges faced by researchers worldwide, including the need for highly standardized, reproducible, and automated sample preparation for flow cytometry laboratories.

"Our alliance with Beckman Coulter Life Sciences is not just about combining technologies; it's about combining our strengths to empower the scientific community," said Namyong Kim . PhD, CEO of Curiox Biosystems. "By addressing the challenges of standardization, automation, and reproducibility head-on, we are paving the way for significant advancements in research and healthcare."

"Speed and accuracy are of the utmost importance in delivering results to researchers to enable them to make critical decisions on their journey to pioneering new discoveries," said Pietro Lopriore , Vice President and General Manager of Flow Cytometry at Beckman Coulter Life Sciences. "This partnership presents an exciting step forward in redefining the standards of quality and efficiency in flow cytometry research. By being a trusted partner to the scientific community, we're able to combine complementary technologies to unite in a common goal of advancing research to positively impact lives."

This partnership is expected to accelerate the research and development of next-generation therapies, vaccines, and biomanufacturing processes.

About Curiox Biosystems Co. Ltd Curiox Biosystems Co. Ltd is a rapidly growing global biotechnology company specializing in advanced sample preparation solutions that enhance next-generation therapies. The company leverages expertise in surface chemistry and instrumentation to address life-science research challenges, particularly in miniaturization and automation. Curiox's innovative technologies boost productivity through sample preparation automation, speeding up therapeutic development. Committed to advancing its proprietary C-FREE™ technology, Curiox enables significant scientific breakthroughs, reinforcing its role as a key player in transforming life sciences research and diagnostics worldwide. Visit us at https://www.curiox.com/

About Beckman Coulter Life Sciences

With a relentless mission to empower those seeking answers to life's important scientific questions, Beckman Coulter Life Sciences is a preferred laboratory partner providing automation and innovation solutions for Centrifugation, Flow Cytometry, Genomics, Particle Analysis, and Liquid Handling workflows. With a legacy dating back to 1935, our technologies reduce manual laboratory processes and can provide greater speed, accuracy, and advanced analytics to accelerate answers with a guiding focus to improve patient care and enable pioneering discoveries. Beckman Coulter Life Sciences, part of the Danaher Corporation (NYSE: DHR) family of global science and technology companies, is headquartered in Indianapolis, Indiana with 11 operational hubs around the world and employs approximately 2,800 associates with more than 400,000 systems installed globally. Get to know us by clicking here and by following us on  LinkedIn .

Contact Information: For Curiox Biosystems Co. Ltd: Attn: Mahrukh M Banday, EVP/GM [email protected] USA: 400 W Cummings Park #6650, Woburn, MA 01801 Corporate   office #212 Samsung Harrington IT Tower, 9 Gil 41 Digital-Ro, Geumchun-Gu, Seoul 08511, Korea

For Beckman Coulter Life Sciences: Matt McCutcheon, Global External Communications Manager (317) 719-0557 or  [email protected]

For Research Use Only (RUO). Not for use in diagnostic procedures.

Beckman Coulter, the stylized logo, and the Beckman Coulter product and service marks mentioned herein are trademarks or registered trademarks of Beckman Coulter, Inc. in the United States and other countries. All other trademarks are the property of their respective owners.

SOURCE Curiox Biosystems

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Income statement evolution, ratings for danaher corporation, analysts' consensus, eps revisions, quarterly earnings - rate of surprise, sector other advanced medical equipment & technology.

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Is Civitas Resources (CIVI) Stock Undervalued Right Now?

Here at Zacks, our focus is on the proven Zacks Rank system, which emphasizes earnings estimates and estimate revisions to find great stocks. Nevertheless, we are always paying attention to the latest value, growth, and momentum trends to underscore strong picks.

Of these, perhaps no stock market trend is more popular than value investing, which is a strategy that has proven to be successful in all sorts of market environments. Value investors use a variety of methods, including tried-and-true valuation metrics, to find these stocks.

On top of the Zacks Rank, investors can also look at our innovative Style Scores system to find stocks with specific traits. For example, value investors will want to focus on the "Value" category. Stocks with high Zacks Ranks and "A" grades for Value will be some of the highest-quality value stocks on the market today.

One company value investors might notice is Civitas Resources ( CIVI Quick Quote CIVI - Free Report ) . CIVI is currently sporting a Zacks Rank of #2 (Buy), as well as an A grade for Value. The stock is trading with P/E ratio of 5.67 right now. For comparison, its industry sports an average P/E of 10.85. Over the past 52 weeks, CIVI's Forward P/E has been as high as 7.40 and as low as 4.27, with a median of 5.76.

Another valuation metric that we should highlight is CIVI's P/B ratio of 1.16. The P/B ratio is used to compare a stock's market value with its book value, which is defined as total assets minus total liabilities. CIVI's current P/B looks attractive when compared to its industry's average P/B of 2.62. Within the past 52 weeks, CIVI's P/B has been as high as 1.36 and as low as 0.93, with a median of 1.11.

Value investors also use the P/S ratio. The P/S ratio is is calculated as price divided by sales. This is a popular metric because sales are harder to manipulate on an income statement, so they are often considered a better performance indicator. CIVI has a P/S ratio of 1.7. This compares to its industry's average P/S of 2.03.

Finally, our model also underscores that CIVI has a P/CF ratio of 3.40. This metric focuses on a firm's operating cash flow and is often used to find stocks that are undervalued based on the strength of their cash outlook. This company's current P/CF looks solid when compared to its industry's average P/CF of 6.48. Within the past 12 months, CIVI's P/CF has been as high as 4.06 and as low as 2.43, with a median of 3.38.

These figures are just a handful of the metrics value investors tend to look at, but they help show that Civitas Resources is likely being undervalued right now. Considering this, as well as the strength of its earnings outlook, CIVI feels like a great value stock at the moment.

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