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10 tips for a better survey at UX Bristol

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Ten tips for creating a better survey - questions, process, and testing. Presented at UX Bristol, 15th July 2011. …

Ten tips for creating a better survey - questions, process, and testing. Presented at UX Bristol, 15th July 2011.

This is an updated version of '10 tips for a better survey' presented at STC2011.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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  • 1. SURVEYS
    FORMS
    slightly different
    10 tips for a better survey
    Caroline Jarrett
    UX Bristol 2011
  • 2. Caroline Jarretttwitter @cjforms caroline.jarrett@effortmark.co.uk
    2
  • 3. 3
    Successful
    Survey = Questionnaire + Process
    That involveslots of testing
  • 4. Outline
    Tips about questions
    Tips about process
    Tips about testing
    4
  • 5. 5
    120 characters
    48 characters
  • 6. 6
  • 7. Tip 1
    One introduction is enough
    (and think 140 characters)
    7
  • 8. Try answering this question, then tell me how you worked out your answer
    8
  • 9. The approximate curve of forgetting
    9
    High
    Major life event
    Qualityof data
    Unremarkable,repetitive
    Low
    Occasional, salient
    Long ago
    Recent
    Time since event
  • 10. Tip 2
    Do not ask questions about unremarkable repetitive behaviours
    10
  • 11. What’s missing from this question?
    11
  • 12. Tip 3
    Always include ‘other’ in category questions
    Don’t know
    Prefer not to answer
    All of the above
    12
  • 13. Watch the order of these two questions
    13
  • 14. 14
  • 15. Tip 4
    Think of your questions as a conversation with your respondent
    15
    Jarrett, C. and Gaffney, G (2008) “Forms that work: Designing web forms for usability”
    Janice (Ginny) Redish (2007) “Letting go of the words:Writing web content that works”
  • 16. Outline
    Tips about questions
    Tips about process
    Tips about testing
    16
  • 17. Response relies on effort, reward, and trust
    17
    Perceivedeffort
    Perceivedreward
    Trust
    Diagram from Jarrett, C, and Gaffney, G (2008) “Forms that work: Designing web forms for usability” inspired by Dillman, D.A. (2000) “Internet, Mail and Mixed Mode Surveys: The Tailored Design Method”
  • 18. How are response, effort and trust working here?
    18
  • 19. In mail surveys, a token incentive works better than no incentive or a prize draw
    19
  • 20. Tip 5
    Try to find an incentive that gives an immediate reward
    20
  • 21. 21
  • 22. 22
  • 23. 23
  • 24. 24
  • 25. Tip 6
    One good incentive:allowing the respondents to express their views
    25
  • 26. Write down your answers to this questionnaire
    1. How many user surveys have you run?
    NONE 1 to 5 6 to 10 more than 10
    2. What is your top tip for a better user survey, based on experience of writing or answering?
    __________________________________
    __________________________________
    26
  • 27. Now try it as an interview.In pairs: use this is a script for an interview
    1. How many user surveys have you run?
    NONE 1 to 5 6 to 10 more than 10
    2. What is your top tip for a better user survey, based on experience of writing or answering?
    __________________________________
    __________________________________
    27
  • 28. Now tell each other a story about your experience relevant to these questions
    1. How many user surveys have you run?
    NONE 1 to 5 6 to 10 more than 10
    2. What is your top tip for a better user survey, based on experience of writing or answering?
    __________________________________
    __________________________________
    28
  • 29. Now let’s share data and stories
    What numbers have we collected?
    What open answers?
    What stories?
    29
  • 30. Tip 7
    Ask users for stories to explore their concerns
    30
    Quesenbery, W and Brooks, K (2010) “Storytelling in User Experience Design”
  • 31. Did you answer the same questionthat I asked?
    31
    1. How many user surveys have you run?
  • 32. Does your household have access to running water?
    32
    Picture credits: James Mooney, Caroline Jarrett
  • 33. “Shared reference”: both sides interpret in the same way
    33
    Service area?
    Reiss, E. (2000) “Practical Information Architecture: A Hands-On Approach to Structuring Successful Web Sites”
    Photo: chaptstickaddict
  • 34. Tip 8
    Interview users to find out if questions mean the same to them as to you
    34
  • 35. 35
    © Caroline Jarrett and Effortmark Ltd
    If you use this cartoon in another context, please credit Caroline Jarrett and Effortmark Ltd.
  • 36. What recommendation will you make based on your results?
    What decision will you make?
    What happens if …
    The users all agree with your gut feel?
    The users all disagree with your gut feel?
    The users don’t care either way?
    36
  • 37. Tip 9
    Try writing your presentation first
    (before the questions)
    37
    Natalie Webb, conversation at UPA2010
  • 38. Outline
    Tips about questions
    Tips about process
    Tips about testing
    38
  • 39. “If you don’t have time to do the pilot,you don’t have time to do the study”
    Oppenheim, A. P. (1992) “Questionnaire Design, Interviewing and Attitude Measurement “
    And in each subsequent edition
    Dillman, D.A. (2000) “Internet, Mail and Mixed Mode Surveys: The Tailored Design Method”
    And in each subsequent edition
    Gillham, B (2000) “Developing a Questionnaire”
    And in the second edition
    39
    I wish I’d run a pilot
    Jarrett, C. (2010)
  • 40. Tip 10
    Run a pilot
    40
  • 41. Caroline Jarrett
    Twitter: @cjforms
    Slideshare: cjformscaroline.jarrett@effortmark.co.uk
    I’m a consultant, hire me:
    Consultancy: www.effortmark.co.uk
    Training: www.usabilitythatworks.com
    Free stuff:
    Forms advice: www.formsthatwork.com
    Editing: www.editingthatworks.com
    Columns: www.uxmatters.com “Good Questions”
    41