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Screeners are important in market research because they identify and recruit participants who match the target audience for the study. It is essential for respondents to be representative of the intended spec in order for the study results to be accurate, the screener also helps to limit bias by excluding screened-out data from study results.

Qualitative research means gathering non-numerical data using a scientific approach. Instead of “how many” and “how much”, qualitative data deals with simply “how”, “why”, “when”, and so on.

Recruiting the right people is essential for market research. Identifying the target audience is key to this, screening to ensure participants meet the criteria is important, and clear screening guides help you to achieve your desired outcome. Good communication with candidates is crucial for presenting the best participants for your study.

Qualitative research means gathering non-numerical data using a scientific approach. Instead of “how many” and “how much”, qualitative data deals with simply “how”, “why”, “when”, and so on.

Launching a product or service into a market without fully understanding your market is like throwing darts in the darkness hoping that you may hit the bull’s-eye or near about, by chance.

For qualitative market research, one of the best ways of gathering feedback is conducting face-to-face interactive sessions, especially with carefully selected focus groups.