A well-designed screener is a cornerstone of successful respondent recruitment for medical market research, and the points below aim to provide a quick start guide with a view to reducing fieldwork complications, driving respondent engagement and increasing project success.
1. Introductory information
The screener introduction should be succinct, and include;
High level research objectives (including topic and purpose)
Requirements of the respondent (including length of interview)
Legal and ethical obligations
2. Length
Screeners should be kept short, and used purely for recruitment purposes, not data collection.
Quantitative research: A maximum of 10 questions and/or 3 mins (whichever is the greater).
Qualitative research: A maximum of 12 questions and/or 4 mins (whichever is the greater).
3. Question type
Questions that will not screen in or screen out a respondent should be included in the main part of the interview, rather than the initial screener.
4. Question placement
Key screening questions should always be asked as early on in the screener as possible to avoid engaging prospective participants for longer than necessary.
A full guide on screener design and best practise to include valuable insights on respondent type, quotas, sub-specialities and more is available from the BHBIA here, and EphMra also offer a wealth of information and further guidance.
We’ll be happy to collaborate with you on screener design for all live In-House Research projects, to ensure fieldwork success! Contact us to discuss your requirements, or for a free no obligation cost estimate.