Screening Section for a Jobs-to-be-Done Survey

Constructing Powerful Jobs-to-be-Done Surveys - Part 2 of 8

The Screening Section

The creation of a JTBD-based survey starts with identifying the target respondents, which can include job executors, buyers, or members of the product lifecycle support team. Screening questions are positioned at the beginning of the survey to qualify or disqualify potential respondents. These questions act as a funnel, narrowing down to the intended audience and setting a higher standard for the quality of responses. Criteria for screening can include being in the target population, experience and knowledge about the job or topic, and absence of biases that could affect the study. It's crucial to ask the most relevant screening questions first to prevent respondent frustration.

Screening questions serve multiple purposes, such as ensuring respondents fit into specified sampling or competitive quota groups. These questio…