What Is a Market Research Screener and Why It Matters for Quality Recruitment

Great research starts with great people — and that starts with a market research screener.

Whether you’re exploring consumer behaviours, testing new product ideas, or gathering opinions on a service, one thing remains constant: your insights are only as good as the people you speak to. And the tool that helps you find those perfect-fit participants? That’s the screener.

So, what is a market research screener?

A Simple Definition: What Is a Market Research Screener?

A market research screener (also known as a screening questionnaire or recruitment questionnaire) is a short, targeted survey used to identify people who qualify to take part in a research study.

As the MRS defines it, a screener is “a questionnaire used for identifying suitable respondents for a particular research activity, such as a group discussion.” The AQR adds that it’s “a tool to help screen and select appropriate respondents for a given study” — commonly known as a “screener” in both the UK and US.

At its core, a screener helps you recruit participants who meet specific criteria; whether that’s demographic (like age or location), behavioural (such as product usage), or attitudinal (such as brand loyalty). It ensures you’re speaking to the right people, for the right reasons.

And when you get that right, your research becomes more meaningful, more accurate, and more valuable.

Why Do Market Research Screeners Matter?

Screeners aren’t just about ticking boxes; they’re a critical foundation for quality recruitment. Here’s why:

Ensure Participant Relevance

Screeners help you pinpoint people who genuinely reflect your target audience. That might mean frequent travellers, dog food buyers, or small business owners — whoever your research is focused on. They also play a key role in helping you meet recruitment quotas, ensuring a balanced representation of ages, genders, locations, or other key demographics so your sample reflects the full picture.

Improve Research Outcomes

The right participants = better insights. When people match your audience profile, their feedback is more authentic, insightful, and aligned with your objectives.

Save Time and Budget

Filtering participants early avoids last-minute dropouts or misfits that could delay your project or force you to re-recruit.

Maintain Data Quality

Well-structured screeners protect the integrity of your research. They help avoid “professional” participants or those trying to game the system. As highlighted by the Global Data Quality initiative, consistency and authenticity in recruitment are essential for trustworthy research.

And at Angelfish, we believe screeners are strategic tools, not just admin. They’re key to ensuring every voice in your research represents a genuine perspective.

Key Elements of a Good Screener

A good screener balances clarity, focus, and fairness. Here’s what to consider when putting one together:

A Clear Introduction

Start with a short, friendly intro that sets expectations. Let people know it’s a short set of questions to see if they’re the right fit — simple as that.

Focused Screening Questions

Include a mix of:

• Demographic questions – Age, gender, region, occupation
• Behavioural questions – Shopping habits, product usage, media consumption
• Attitudinal questions – Opinions, motivations, brand perceptions

And don’t forget the basics:

• Practical questions – Ability to travel to a venue (if required), availability, access to technology (e.g. smartphone, laptop, stable internet)
• Consent and compliance questions – Willingness to be recorded, data processing consent, and agreement to any T&Cs related to the research

Every question should serve a clear purpose that links back to your research goals.

Reveal the Right Amount of Info

Be careful not to “tip off” potential participants. For example, if you’re looking for cat owners with cats over 7 who eat grain-free food, say the study is for cat owners — but not the rest. This avoids bias, protects the research, and keeps the screening process fair and accurate.

Smart Disqualifiers

Use disqualification logic where necessary but keep it smooth and polite. Thank people for their time even if they’re not a match — it helps maintain a positive impression of your brand.

Keep Language Simple

Avoid jargon, keep the tone friendly, and make sure your questions are easy to understand. Confusion = dropouts.

Types of Questions You Might Use

Choosing the right question types helps uncover the detail you need:

• Closed questions (e.g. multiple choice, yes/no) – Good for quick filters and clear-cut criteria.
• Open-ended questions – Useful for gauging depth of experience or passion on a topic.
• Scaled questions (e.g. how often do you…) – Help determine levels of engagement or relevance.

And don’t forget a few creative curveballs (often called red herrings) to check that responses are consistent and thoughtful.

Things to watch out for:

• Memory recall – Avoid asking people to remember things from years ago (e.g. what brand of washing powder they used in 2019). It’s unreliable and frustrating.
• Overly long brand lists – Large lists of brands or options can overwhelm people and lead to rushed or inaccurate responses. Keep it short and relevant.
• Ambiguous questions – Be specific and clear. Vague or open-to-interpretation questions can lead to inconsistent data.
• Leading language – Don’t ask questions in a way that nudges people toward a “right” answer. Keep things neutral and objective.

Top Tips for Writing Your First Screener

• Keep it short — around 8–12 questions is a good benchmark.
• Know your must-haves vs nice-to-haves.
• Link every question back to your recruitment goals.
• Test it with colleagues — fresh eyes spot issues quickly.
• Don’t go it alone — expert recruiters (like us!) can help refine and sense-check your screener.

It All Comes Back to Recruitment

At the end of the day, a market research screener is there for one reason: to help you find the right people. And at Angelfish, that’s what we do best.

With the right screener and the right recruitment team, your research is set up for success from the start. So whether you’re writing your first screener or looking for help reaching those niche audiences, we’re here to help you get it right — the first time.

Ready to recruit with confidence?

Get in touch with the Angelfish team today to see how we can help with your next market research screener or qualitative research project.