Focus group screening questionnaires: What are they and the top five tips for designing one
Recruiting the right participants for a focus group is one of the most crucial parts of the research project. Participants must be willing and qualified to participate but should also work well with the rest of the focus group.
In this article, we’ll answer questions and share resources that may be beneficial while creating a focus group screening questionnaire.
What is a focus group screening questionnaire?
A focus group screening questionnaire aims to find qualified and reliable participants for a marketing research study. The questionnaire document will often indicate what the study consists of, explain participant expectations and ask questions to indicate whether an individual is a good fit. If individuals are deemed to be inadequate candidates, they will be ineligible for the study and will be removed from the potential pool of participants. The marketing research screener can look for demographic aspects, general characteristics or behaviors to indicate whether the individual would work well within the focus group. Along with this, it also often asks questions related to the study to determine whether a respondent has the needed experience to participate.
How to prepare: What to do before developing a focus group screening questionnaire
In the article “5 steps to take before developing a questionnaire,” Athena Rodriguez outlines the key steps to follow when creating a general questionnaire. In the first step, Rodrigues says, “It’s much better to identify and address potential disconnects prior to getting started.” It is important to know what the expectations are for participants before designing the focus group screening questionnaire to eliminate any disconnect and confusion.
Rodriguez also encourages the researcher to define success prior to beginning the questionnaire. What is your desired end goal? How will the insights gathered be used? What does success look like to you, your team and participants? Finding the answer to these questions can ease the design process and help you better understand the intended purpose of the research.
Identifying the audience is also an important factor to determine while in the preparation stage. Who would be the ideal participant? Who could offer the most valuable information? If there are portions of the market that don’t fit in well with the study, it may be best to target other people who you believe may be better qualified.
Below are five tips that should be considered when designing a focus group screening questionnaire:
- Prioritize must-have questions: Order the focus group screening questionnaire from specific to general.
- Be honest and transparent about your focus group expectations.
- Write clear and concise questions.
- Take advantage of technology, when appropriate. Consider tools such as generative AI programs and other technology advancements.
- Include an optional comment or feedback section.
Five tips for designing a focus group screening questionnaire
1. Prioritize must-have questions: Order the focus group screening questionnaire from specific to general.
The order of the questions in a screening questionnaire is a crucial aspect. In the article “Five tips for writing a qualitative marketing research screener,” Joanna Jones says adding the must-have questions at the beginning of the questionnaire qualifies or disqualifies people early on. This saves everyone time and frustration vs. adding the most crucial questions towards the end. For example, if your research is about virtual shopping experiences, you may want to start by asking whether respondents have ever shopped virtually instead of beginning with broader questions.
2. Be honest and transparent about your focus group expectations.
When introducing the focus group screener to potential participants, be honest about what you expect from them and the research. This will eliminate any surprises towards the end regarding participation requirements during and after the focus group. Focus group participants will appreciate the transparency and will experience a smooth process.
In her article, Jones also explains that building rapport with participants is key to the research. Being honest with participants allows trust to be built. It is important to offer explanations when participants are confused and disclose any required confidentiality details including whether they are being recorded and where information obtained will go.
3. Write clear and concise questions.
While it may be a good idea to add a mixture of multiple choice and open-ended questions throughout the focus group screener, it is important to phrase them in a clear format. Questions should be brief and should be asked one question at a time to ensure a full response. Having clear and concise language will avoid confusion and incorporating optional follow-up questions can allow for deeper insight on whether a respondent has the necessary experience in the specific area of research.
4. Take advantage of technology, when appropriate. Consider tools such as generative AI programs and other technology advancements.
There are numerous online resources that can help with the creation of a focus group screener. It is important to have an accessible screener that can be filled out on various technologies like laptops, mobile phones, tablets or desktops. In the article “How mobile phones revolutionized the marketing research industry,” Frankline Kibuacha explains that the advancements in technology have allowed for easier and more accurate and cost-effective research to be conducted.
As generative AI continues to gain traction, it can be used to your advantage to brainstorm ideas for the focus group screener. While it should not be completely relied on, it can offer examples on how to frame the ideal screener. Kibuacha says that with AI-powered chatbots becoming more accessible, they can offer researchers more opportunities. Sasha Eder, author of “How AI will shape B2B market research in 2022” also establishes the opportunities AI offers researchers. Eder says, “Artificial intelligence can give researchers access to untapped audiences of professionals for niche research.” The advancements in technology can help you find the ideal audience for your focus group screener.
5. Include an optional comment or feedback section.
The best way to get feedback from your focus group screening questionnaire is to ask the individuals who are filling it out. Adding a comment or feedback section at the end of the questionnaire allows respondents to offer their thoughts on the research and the questionnaire itself. Respondents can also use it to include any last-minute comments like any experiences they have relating to the topic or any questions or concerns they have about the research process.
Taking these five tips into consideration will help you create the best focus group screening questionnaire possible. Regardless of whether you aim to conduct research on a broad or niche topic, a properly designed questionnaire will lead you to the best people for your focus group.