Ryan Smith -- Usability Benchmarking with Surveys (aka The Immediate Future of Data Collection)

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Presented by Ryan Smith at The Big Design Conference 2011

Learn about the advantages of surveys for data collection. You will also learn about many of the new features that can help you to augment the existing studies that you are doing. We will show real-world examples of how designs have changed based upon feedback from surveys. Finally, we will talk about how surveys can inform your design decisions immediately and long-tail for future designs.

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Ryan Smith -- Usability Benchmarking with Surveys (aka The Immediate Future of Data Collection)

  1. 1. The Immediate Future ofData Collection<br />Presented by Ryan Smith <br />TM <br />Sophisticated research made simple. <br />
  2. 2. My Idea of Usability…<br />
  3. 3.
  4. 4. The Qualtrics Journey….<br />
  5. 5. BuzzWord Bingo<br />
  6. 6. KISS: It’s Data Collection<br />Voice of the Customer<br />Enterprise Feedback Management<br />Customer Loyalty Systems<br />Corporate Inner-Intelligence <br />
  7. 7. Agenda<br />The Immediate Future of Data Collection<br />
  8. 8. Where We’ve Been: Data Collection Prior to 1999<br />1<br />2<br />3<br />4<br />5<br />“We Need Primary Research”<br />Fight for Budget<br />Hire a Research Firm<br />Focus Group - or - Survey / Paper Models<br />Scheduling & Execution<br />“Chose Your Own Adventure” Surveys<br />6<br />Wait for the Data<br />
  9. 9. Where We’ve Been:Data Collection Post 1999<br />Internet Distribution<br />DIY: Do It Yourself<br />
  10. 10. New Challenges:Subject Fatigue<br />Go Away!<br />
  11. 11. Evolution:The Immediate Future of Data Collection<br />WE ARE HERE<br />MoreInteractive<br />MoreIntelligent<br />MoreImmediate<br />
  12. 12. MoreInteractive<br />Making Date Collection More Engaging to Overcome Subject Fatigue<br />Legacy<br />Next Generation<br />
  13. 13. MoreInteractive<br />Making Data Collection More Engaging to Overcome Subject Fatigue<br />Legacy<br />Next Generation<br />(Not Available)<br />
  14. 14. MoreInteractive<br />Making Data Collection More Engaging to Overcome Subject Fatigue<br />Hot Spots<br />
  15. 15. MoreInteractive<br />Making Data Collection More Engaging to Overcome Subject Fatigue<br />Pick, Group, & Rank<br />
  16. 16. MoreIntelligent<br />Making Data Collection Extremely Dynamic & Observant<br />More Personalized Experience From:<br /><ul><li>On-the-Fly Analysis & Stats
  17. 17. Historical Insight / Data Integration </li></ul>Capturing & Using Session Insights<br />Better Subject Selection<br />
  18. 18. MoreIntelligent<br />Making Data Collection Extremely Dynamic & Observant<br />Legacy<br />Next Generation<br />Skip Logic<br />Statistic Based Work-Flows<br />Display Logic<br />…that can even include stats calculated from previous survey and external databases…<br />
  19. 19. MoreIntelligent<br />Making Data Collection Extremely Dynamic & Observant<br />Example: Using Session Information to Improve Data Quality <br />
  20. 20. MoreIntelligent<br />Making Data Collection Extremely Dynamic & Observant<br />Example: Interrupted Decisions<br />Jonathan Levav<br />
  21. 21. MoreIntelligent<br />Making Data Collection Extremely Dynamic & Observant<br />Example: Becoming More Predictable<br />Dan Ariely<br />
  22. 22. MoreIntelligent<br />Making Data Collection Extremely Dynamic & Observant<br />Better Subject Selection<br />
  23. 23. MoreIntelligent<br />Making Data Collection Extremely Dynamic & Observant<br />Better Subject Selection<br /><ul><li>URL Parameters
  24. 24. Site History
  25. 25. Time on Site
  26. 26. Device Type
  27. 27. Day
  28. 28. Date
  29. 29. Time
  30. 30. Cookie Values
  31. 31. HTML Values
  32. 32. JavaScript Values</li></li></ul><li>MoreIntelligent<br />Making Data Collection Extremely Dynamic & Observant<br />Example: Abandoned Shopping Carts<br />
  33. 33. MoreImmediate<br />More Collection Points, Faster Analysis, & Instant Studies <br />More Collection Points<br />
  34. 34. MoreImmediate<br />More Collection Points, Faster Analysis, & Instant Studies <br />Instant Full-Statistical Results Updated with Every Response<br />
  35. 35. MoreImmediate<br />More Collection Points, Faster Analysis, & Instant Studies <br />More Do It Yourself<br />
  36. 36. In Summary…<br />1<br />2<br />3<br />4<br />MoreInteractive<br />MoreIntelligent<br />MoreImmediate<br />Usability is Not My Strength<br />Avoid Hype – It’s Data Collection<br />Evolution – We’re Chimps<br />Subject Fatigue is Driving Future<br />

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