Market researchers and recruiting firms work side-by-side to develop screening guides so that recruiters can locate recruit the best-qualified people to participate in qualitative market research studies. Recruiters often take a multi-pronged approach to connect with people who are the targeted demographic to participate in a study. A screening guide is one of the more important components that assist recruiters in weeding out ineligible study participants. With a well-written screening guide the success rate of identifying qualified participants is high, but sometimes it’s not high enough. Any market research study that has a very specific focus requiring particular qualifications, may require a double screening.
When to Double Screen
Market Research studies range from general to very specific. If the focus of the study is aimed at a very narrow audience or is seeking to find answers to a very specific question that can be answered only by certain people, then double screening will be of benefit. Adding the second screening takes more time and may add additional cost to the study, but it can save money in the end when the researcher is assured that every participant recruited of the study is truly qualified.
Any study that includes specialists; specific product or service usage or purchase; or requires participants to work within certain industries are good candidates for double screening.
How to Double Screen
There is no singular way to double screen. Depending on how robust the first round of screening was will determine the granular detail of the second round of screening. A second screening may be as simple as asking a second round of questions or it may require identified participants show proof of purchase or employment or upload photos using a specific product. If a study requires participants to engage with a mobile ethnography app, then recruiters may ask for qualified participants to engage with a demo and demonstrate they can successfully use the platform before being fully recruited into a study. There are countless stories of people recruited to participate in a study requiring engagement with technology only to discover that when the study goes live a participant doesn’t have the right equipment or knowledge to participate. Double screening would weed out these participants prior to the start of the study saving the researcher and recruiter a lot of headache.
When market researchers partner with a nationwide recruitment agency, they can work in tandem to decide if double screening is appropriate. Whether or not a market research study requires a double screening, the objective of recruiting remains the same: fill a study with the best-qualified participants.