Bold, creative, fast insights requires not only high quality respondents, but effective and efficient quality control methods. If you use untruthful data, you or your clients are ultimately being misguided in the business decisions that you are basing off of these facts and figures. So, what can we do to avoid this and drive ‘quality’ into the right direction?
Change. It’s a concept that some professionals fear, while others embrace head on. It’s also inevitable, and in the marketing research space we must adapt to how consumer behavior and technology are forcing us to change the way we collect data from the modern respondent. First and foremost, they’re wanting to participate in research on mobile devices, but adapting survey research isn’t always easy or straightforward. We can’t ask a long list of questions we want answers to; we need to write questions that people want to answer. Gone are the data-entry centric, prescriptive question formats, and in are conversational question formats.
Technology is evolving, and so is consumer behavior. As researchers, we've adapted our survey designs and interview techniques as a result. But modifying survey designs for today's respondent isn't as simple as making it mobile compatible. Surveys need to be optimized for a better, more modern consumer experience. Here are six tips to consider when building a modern survey.
You want simple, faster, better access to data and people.
We’ve heard this message loud and clear. Industry statistics have overwhelmingly communicated that consumers are living and working on their smartphones and tablets, but researchers are not writing surveys to reach the modern respondent.
How frequently do you use your smartphone or tablet throughout the day?
Every day, consumers are spending more and more time connected to their devices. This is where they live and this is where they work. As consumers increasingly live digitally with numerous connected devices, marketers have the opportunity to harness behavioral information in real time utilizing passive measurements. With use of mobile continually escalating world-wide, and in some markets surpassing desktop usage, there has never been a better time to program online surveys that are device agnostic, fully responsive and touchscreen optimized.
Creating effective surveys can turn insights into action; high-quality data can build a company into a brand.
Survey design requires a detailed focus on the consumer experience. It’s an art and a science. From mobile first to gamification, we need to fundamentally rethink our approach by understanding what triggers dropouts.
Topics: Survey Design
Online surveys have become the cornerstone of the market research industry. They quickly and easily allow businesses to gather consumer data, which they can use to: enrich products, alter marketing campaigns, and tailor messaging. Unfortunately, modern technology, which has improved the ease with which companies can generate surveys and analyze results, has also spawned an era where an increasing number of surveys are poorly formulated, limiting responses or skewing data to misrepresent customer intentions. By applying a few basic tenants of survey design, we easily increase engagement and improve data accuracy and overall quality.
Topics: Survey Design
According to a spring 2015 study from Microsoft, the average human attention span has fallen below that of goldfish -- and you can blame it on the gadgets we use to watch YouTube videos and play "Crossy Road." The researchers clocked the average human attention span at just eight seconds in 2013, falling four seconds from the 12-second average in 2000, and putting humans just one second below goldfish. (http://www.cnet.com/news/goldfish-the-actual-fish-not-the-crackers-may-have-a-better-attention-span-than-humans/)
We made the transition from CATI to online, but now we need to make the transition from online to mobile. But, how do we keep survey respondents engaged in a way that captures their attention? Can we carry them past the eight second threshold?
From a questionnaire design perspective, we need to balance the marketing research hat with the respondent hat. Yes, we need to ensure our paired comparison questions are all implemented for proper analysis, but let’s grab the attention of our respondents with some color and images, bringing life to our questions. Let’s be their distraction.
If you study the art of film making, it will tell you that a good film script is based around one great question. This question captures your attention from the beginning; the story that naturally emerges slowly reveals the answer. The 'question' drives the entire story.Question: What if every day was the same? Movie: Groundhog Day
Question: What if a nun was made to be a nanny? Movie: The Sound of MusicQuestion: What if a really smart, innocent person went to prison? Movie: Shawshank Redemption
Question: What if dreams and reality were inter-changeable? Movie: The Matrix
Question: What if there's more to life than being ridiculously good looking? Movie: Zoolander
Topics: Survey Design
A growing percentage of respondents access surveys using their mobile devices, but most surveys are not designed to display legibly on these devices. This leads to frustration, poor data quality, survey dropout, and eventually panel attrition. Lightspeed GMI is taking a proactive approach to survey design to help ensure today’s surveys are compatible across devices. The best way to do this is to design surveys with mobile display in mind, ensuring they will render adequately on the smallest screens. Based on our extensive research on research we have identified 10 guidelines to make a survey device agnostic: