How to find and screen interviewees

Finding and screening the right interviewees is crucial for gathering insights that reflect your target audience’s needs. Without proper screening, you risk wasting time interviewing participants who don’t align with your target customer profile.

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This article supplements the main article, “How to conduct effective business research interviews,” with a more detailed guide to help you screen candidates effectively, focusing on external customer segments.

1. Finding B2C Interviewees

Online Channels

  • Social Media:
    Platforms like Twitter, Facebook, and LinkedIn are excellent for reaching potential customers. Search for relevant groups, hashtags, or discussions where your target audience might be active.
  • Forums and Communities:
    Look for discussion boards or forums like Reddit or specialized communities related to your market.
  • Craigslist:
    You can post participant requests in the “Community” → “Volunteers” section, especially if you need to target a specific geographic location.
  • Webinars and Virtual Events:
    Join webinars where your audience might already be participating and engage with attendees to schedule interviews.

Offline Channels

  • Retail Locations and Stores:
    Visit physical locations where your target audience shops or gathers.
  • Meetups and Community Events:
    Attend gatherings or meetups focused on specific industries or hobbies.
  • Coworking Spaces:
    If your target includes professionals, coworking spaces are great for connecting with them in person.

2. Finding B2B Interviewees

Internal Channels

  • Sales Force:
    Select sales team members with diverse customer interaction experiences who directly interact with customers. Aim for a broad contact sample across different regions or customer segments.
  • Customer Support:
    Use your customer support data to filter contacts of your business customers who meet the requirements of your research theme.
  • Surveys:
    Collect quantitative feedback through open-ended questions via an Email Campaign, Feature Stub, or Landing Page.
  • Existing partnerships:
    Contact your distribution partners and suppliers for your research.

External Channels

  • Networking Events:
    Conferences and industry-specific networking events are valuable for connecting with decision-makers or stakeholders.
  • LinkedIn Outreach:
    Use LinkedIn’s search and messaging tools to find professionals in roles or industries aligned with your target audience.
  • Existing Connections:
    Leverage your professional network to get referrals for relevant interviewees.

3. Screening Interviewees

Screening is essential to ensure the participants fit your research objectives well. Your questions should help you filter participants into two categories: those who are a fit and those who are not. Here’s how to structure them:

  • Qualifying Questions:
    • Focus on traits that align with your target customer profile.
    • Example: “Do you shop for [specific product] at least once a month?”
  • Disqualifying Questions:
    • Identify participants who might not offer valuable feedback.
    • Example: “Have you worked in the [specific industry]?” If yes, they may bring biased perspectives.

Online Screening

  1. Create a screener survey with qualifying and disqualifying questions. Tools like Google Forms, Typeform, or SurveyMonkey make collecting and analyzing responses easy.
  2. Include straightforward, simple questions that assess:
    • Relevance:
      Do they meet the basic criteria? For example, if you’re researching bicycle owners, ask, “How many bicycles do you own?” If they answer 0, they’re not a fit.
    • Behavior or Experience:
      Have they experienced the specific problem or job you’re exploring? Ask, “When was the last time you faced [specific problem]?”
    • Interest Level:
      Are they willing to participate and provide meaningful feedback? Include a question to gauge their enthusiasm.
  3. Post your screener survey where your audience is active.

In-Person Screening

If you’re meeting participants face-to-face, perform a quick verbal screen before starting the interview. This will save time and ensure the conversation stays relevant.

Steps for In-Person Screening

  1. Begin with a friendly introduction and explain the purpose of the interview.
    Example: “We’re looking to understand how [type of customer] experiences [specific problem or job]. Would you say this applies to you?”
  2. Based on your screener survey, ask a few quick, qualifying, and disqualifying questions.
  3. Politely thank those who don’t qualify and let them go.
    Example: “Thank you for your time. It sounds like this issue might not apply to you, but we appreciate your willingness to participate!”

Conclusion

By carefully identifying and screening participants, you ensure that every interview is relevant, focused, and productive. This process saves time and helps you gather insights that align with your target customer’s needs, leading to better decisions and outcomes.

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