Our main goal in research is to better understand the audiences that impact our business decisions. And to do this, it's important to reach a representative group of engaged people.
“You need to allow smartphone respondents into your survey!" Those of us in the business of survey design and panel management have been telling researchers this for years now, but we need to show you and not just tell you why.
In our latest Q&A, Chris Stevens, Chief Research Officer at Lightspeed, reviews some of the sticking points around this.
By engaging with consumers in meaningful ways, you’ll capture data on what they think, what content they see and what they do. Our Modern Survey Design techniques enable you to know more by asking the right questions in the right way.
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