Screening guide.

A screener (screening guide) is used to select the right participants for an interview, focus group, or survey. It ensures that only qualified individuals who meet specific criteria are included in the study. For interviews using the reverse pyramid approach, your screening guide will focus on identifying participants with relevant experience and insights related to your topic.

Screener (Screening Guide) Template

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Objective:
The purpose of this screener is to identify participants who are well-qualified to provide valuable insights on [specific topic, e.g., digital marketing strategies for e-commerce startups].

1. Introduction

• Greeting and Purpose:
  “Hi, thank you for your interest in participating in our interview. Before we move forward, we’d like to ask you a few quick questions to ensure you’re a good fit for this discussion.”
• Brief Description of the Study:
  “We’re conducting interviews to better understand [specific topic, e.g., the key strategies and challenges in digital marketing for e-commerce businesses]. Your answers will help us select participants who have relevant experience.”

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2. Qualifying Questions

These questions ensure that participants meet the basic qualifications to provide useful insights.

1. Industry Experience
   • “Do you have experience working in the e-commerce or digital marketing industry?”
     • Yes
     • No → Disqualify
2. Role and Responsibilities
   • “What is your current role?”
     • [List options relevant to your study, e.g., digital marketing manager, e-commerce founder, etc.]
     • If not in a relevant role → Disqualify
3. Years of Experience
   • “How many years of experience do you have in [relevant field, e.g., digital marketing or e-commerce]?”
     • 1-2 years
     • 3-5 years
     • 6+ years
     • If less than 1 year → Disqualify unless you’re looking for beginners
4. Company Size
   • “What is the size of your current company or e-commerce business?”
     • Startup (1-10 employees)
     • Small Business (11-50 employees)
     • Medium Business (51-200 employees)
     • Large Company (200+ employees)
     • Adjust based on your target audience or disqualify based on criteria.
5. Involvement in Key Areas
   • “Are you directly involved in creating or executing [specific strategies, e.g., digital marketing campaigns]?”
     • Yes
     • No → Disqualify

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3. Specific Criteria Questions

These questions further refine the pool based on specific knowledge or experience required for your study.

6. Strategies Used
   • “Which digital marketing strategies have you implemented? Please select all that apply:”
     • SEO (Search Engine Optimization)
     • PPC (Pay-Per-Click Advertising)
     • Social Media Marketing
     • Email Marketing
     • Influencer Marketing
     • Content Marketing
     • Other (please specify)
   • If none → Disqualify
7. Measurable Success
   • “Have you been responsible for a measurable increase in sales or growth as a result of your marketing strategies?”
     • Yes
     • No → Probe further for relevant contributions
8. Challenges Faced
   • “Have you faced significant challenges while scaling or managing digital marketing campaigns for an e-commerce business?”
     • Yes
     • No → Disqualify if not involved in challenges
9. Current Projects
   • “Are you currently working on or managing any e-commerce or digital marketing projects?”
     • Yes → Proceed
     • No → Disqualify unless their past projects are highly relevant

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4. Demographic and Additional Information

These questions can help ensure diversity or target specific demographics based on the needs of your study.

10. Geographical Location (Optional)

• “Where are you currently based?”

11. Business Type (Optional)

• “What type of e-commerce business do you work for or manage?”
  • B2B (Business-to-Business)
  • B2C (Business-to-Consumer)
  • D2C (Direct-to-Consumer)

12. Demographics (Optional)

• “To ensure diversity in perspectives, can you share your age range?”
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55+

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5. Wrap-up and Next Steps

• Thank the Candidate:
  “Thank you for answering these questions. Based on your responses, you’re a great fit for our study.”
  Or: “Unfortunately, you don’t meet the specific criteria for this study, but we appreciate your time.”
• Scheduling:
  “We’d love to schedule your interview. Can we set up a time for [date/time]?”

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Key Criteria to Monitor:

• Experience Level: Ensure participants have sufficient experience in the relevant field (e.g., e-commerce, digital marketing).
• Current Involvement: Confirm they are actively involved in the strategies or projects of interest.
• Success Stories/Challenges: Focus on participants who have faced real challenges and/or have driven measurable success.

This guide helps screen out unqualified candidates while focusing on participants who can provide deep and valuable insights relevant to the study.