Today users of research data and insights are regularly – and maybe unwittingly - confronted by a tradeoff between speed, quality and cost whilst juggling the need to move faster with tighter budgets.
As researchers, we have a wide range of people to please, from internal stakeholders, to external clients, to our consumers. We have budgets to be mindful of, investments to defend and respondents to satisfy (so they continue providing us valuable information!).
Survey design in research is something that has generally evolved rather than proactively developed with questions phrased in the language of research and designed solely to answer the researcher’s query. What we tend to forget is whether anyone actually wants to read that question, let alone whether it’s engaging enough to make someone want to answer it.