I like to unearth surprise findings through the research I conduct. I don’t like respondents who are a surprise.

That is why I learned over 30 years ago to screen, screen, and rescreen. I’ve found that respondents may hear a screener question over the phone and answer it one way. Then they reconsider their response after the end of the phone call and come up with a different answer. It’s generally not malicious or intentional. In fact, people often volunteer these changes in an effort to be even more helpful.

That’s why I always insist respondents fill in a self-administered written rescreener when they arrive at the facility. Visual processors, most people see things differently in print than they may have heard during a telephone recruit.

It’s far better knowing before I walk into that group room whether there’s any issue with the recruit than to discover it in the middle of the session. Who wants to lose the flow of the group or the trust you’ve gained and attempt to course correct? Proper planning allows for better communication with clients and more productive research.