Here's the moviegoer recruiting spreadsheet that I reference in the book. Feel free to download it and tweak for your purposes. Since it is difficult to distinguish which moviegoer audience segment a person falls into, this particular recruiting spreadsheet contains a few questions to pinpoint the type of moviegoer the candidate is. The sums in rows 47-50 of the Screener tab I have added formulas that sum the answers to these questions and indicate which audience segment the candidate belongs to... you will see a red 3 in the row.

I ask the recruiters to use 1's in stead of x's in the cells, so that I can sum the rows and validate the total we want to recruit. Also, the values in the Tally tab appear again in the Screener tab--the Screener actually references the cells in the Tally tab.