Method and rigour
Check how they choose between generative interviews, diary studies, unmoderated tests and surveys; ask about sample sizing, screener design, task construction, and avoiding leading questions.
Evidence to listen for
- Follows and can justify an established methodology
- Understands contamination, bias, and chain of custody as they apply to the field
- Knows the limits of their techniques and says so
- Documents procedure so results are reproducible and defensible
Five-point scoring guide
Careless method; unaware of contamination, bias, or procedural integrity.
Knows procedures but applies them inconsistently; gaps in documentation.
Sound standard practice; less certain outside familiar techniques.
Rigorous and well documented; understands the limits of each method.
Matches method to decision stage, defends sample sizes, writes non-leading tasks, and names bias risks in their own past screeners.