Gathering content insights from user surveys confab2014

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Learn how to create user surveys to help inform your content strategy and content projects. An introduction to user survey design specifically for content specialists.

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Gathering content insights from user surveys confab2014

  1. 1. Gathering Content Insights from User Surveys Confab Central 2014 t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  2. 2. KathyWagner: Mom (and grandma!) Tai chi master (yeah, right) Not quite a crazy cat lady (yet…)
  3. 3. KathyWagner: Technical Communicator User Experience Researcher Content Strategist
  4. 4. “We cannot solve our problems with the same kind of thinking we used to create them.” ~ Albert Einstein t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  5. 5. Why use surveys for content projects? Conduct research quickly, easily, and affordably Gives your audience a voice Aligns stakeholders and streamlines decision-making t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  6. 6. Why use surveys for content projects? t: @Kathy_CS_Inc #ContentSurvey #ConfabMN It’s your responsibility too Content Strategy Customer Experience
  7. 7. Why use surveys for content projects? Audience Attitudes + Content Insights Goals Topics Priorities Formats Likes & dislikes Channels Comparisons Terminology t: @ Kathy_CS_Inc #ContentSurvey #ConfabMN Surveys are GOOD for gathering insights to make better content decisions based on user need and interest.
  8. 8. 1. Focus your research questions 2. Choose your sample population 3. Choose your incentive 4. Design the survey 5. Distribute the survey 6. Analyse & communicate the results t: @Kathy_CS_Inc #ContentSurvey #ConfabMN 6 Steps to Effective User Surveys
  9. 9. “Focusing is about saying ‘No’.” ~ Steve Jobs t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  10. 10. Don’t begin your survey until you know: 1. Exactly what you want to find out. 2. From who. 3. How you’re going to use the information. Focus your research questions t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  11. 11. Don’t begin your survey until you know: 1. Exactly what you want to find out. 2. From who. 3. How you’re going to use the information. Focus your research questions Do you want to find out: What terminology to use? What topics to cover? What formats to publish? Or…? t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  12. 12. Don’t begin your survey until you know: 1. Exactly what you want to find out. 2. From who. 3. How you’re going to use the information. Focus your research questions Do you want information about: All your audiences? Specific audiences? Sub-set of an audience? t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  13. 13. Don’t begin your survey until you know: 1. Exactly what you want to find out. 2. From who. 3. How you’re going to use the information. Focus your research questions How are you going to use the information? Don’t gather any information that you don’t have a clear and immediate use for! t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  14. 14. Focus your research questions  What kind of content do our web users want? Example: Which news article topics and formats do our alumni audience want to see on our homepage? t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  15. 15. “‘Stalking’ is such a strong word. I prefer ‘intense research of an individual.’” ~ Sandrine, in Girl From Paris t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  16. 16. Choose your survey sample t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  17. 17. Choose your survey sample Tips for choosing your survey sample: Random sampling is better. Don’t survey people more than 4 times per year. Target 400 responses, or as many as possible. t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  18. 18. “Nobody made a greater mistake than he who did nothing because he could only do a little.” ~ Edmund Burke t: @ Kathy_CS_Inc #ContentSurvey #ConfabMN
  19. 19. Choose your incentive Ideas for budget-conscious incentives: $5 or $10 Starbucks gift cards. Enter names into a draw for an iPad or ? Free or discounted product or service. t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  20. 20. “If I had an hour to solve a problem and my life depended on it, I would use the first 55 minutes determining the proper questions to ask.” ~ Albert Einstein t: @ Kathy_CS_Inc #ContentSurvey #ConfabMN
  21. 21. Design your survey: Structure Tips for structuring surveys: Include opening and exit text. Divide the survey questions into categories. Organize the questions strategically. t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  22. 22. Design your survey: Structure Tips for structuring surveys: Include opening and exit text. Divide the survey questions into categories. Organize the questions strategically. Opening text should include: Name of your organization Confidentiality of data Estimated time to complete Information about incentive Why their feedback is important t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  23. 23. Design your survey: Structure Tips for structuring surveys: Include opening and exit text. Divide the survey questions into categories. Organize the questions strategically. Exit text: Thank people for their time Reiterate importance of feedback Remind them about incentive t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  24. 24. Design your survey: Structure Tips for structuring surveys: Include opening and exit text. Divide the survey questions into categories. Organize the questions strategically. Example categories: 1. Audience tasks and goals 2. Topics of interest 3. Formats of interest t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  25. 25. Design your survey: Structure Tips for structuring surveys: Include opening and exit text. Divide the survey questions into categories. Organize the questions strategically. t: @Kathy_CS_Inc #ContentSurvey #ConfabMN Broad & Easy Specific & Sensitive 1. Screening questions 2. Easy questions 3. Difficult questions 4. Sensitive questions
  26. 26. Design your survey: Question types Question types to consider: Open-ended questions Multiple choice Ranking order Rating scale t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  27. 27. Design your survey: Question types Question types to consider: Open-ended questions Multiple choice Ranking order Rating scale Open-ended questions allow participants to answer freely. Example: What are two ways that we could improve our videos? t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  28. 28. Design your survey: Question types Question types to consider: Open-ended questions Multiple choice Ranking order Rating scale Multiple choice questions force participants to choose one or more answers from a predefined list. Example: Are you a US Citizen? (Y/N) t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  29. 29. Design your survey: Question types Question types to consider: Open-ended questions Multiple choice Ranking order Rating scale Ranking order questions ask participants to rank answers in priority against each other. t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  30. 30. Design your survey: Question types Question types to consider: Open-ended questions Multiple choice Ranking order Rating scale Example: Please rank the following kinds of articles, from least important to most important: Personal profiles Brief news articles Detailed research articles 1st 2nd 3rd          t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  31. 31. Design your survey: Question types Question types to consider: Open-ended questions Multiple choice Ranking order Rating scale Rating scale questions ask participants to rate the importance of various options. To consider: Numbered scales Word scales Using neutral scores t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  32. 32. Design your survey: Question types Question types to consider: Open-ended questions Multiple choice Ranking order Rating scale Example numbered scale: On a scale of 1 – 7, with 1 being awful and 7 being amazing, how would you rate your overall experience with our knowledge base articles? t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  33. 33. Design your survey: Question types Question types to consider: Open-ended questions Multiple choice Ranking order Rating scale Example word scale: How satisfied are you with our knowledge base articles? o Very satisfied o Satisfied o Neither satisfied nor dissatisfied o Dissatisfied o Very dissatisfied t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  34. 34. Design your survey: Question types Question types to consider: Open-ended questions Multiple choice Ranking order Rating scale Understanding neutral scores: #1) I would rather watch a real-life video than an animated video. o Strongly agree (5) o Agree (4) o Neither agree nor disagree (3) o Disagree (2) o Strongly disagree (1) t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  35. 35. Design your survey: Question types Question types to consider: Open-ended questions Multiple choice Ranking order Rating scale Understanding neutral scores: #2) I would rather watch a real-life video than an animated video. o Strongly agree (4) o Agree (3) o Disagree (2) o Strongly disagree (1) o No opinion (void) t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  36. 36. Design your survey: Question types This question type Is best for Open-ended Attitudes and opinions or when options are unknown. Multiple choice Demographic info, or all feedback with a limited set of options. Ranking Comparing importance between up to five options. Rating number scale Rate the importance of items within a limited set of options. Global or ESL audiences when survey can’t be translated. Rating word scale Most rating questions and audiences. Rating w/o neutral score Gathering insights to make decision between two options. t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  37. 37. Design your survey: Phrasing questions  Do not: Lead respondents to an answer Use emotional language Use double-barrelled questions Use extreme absolutes Provide vague or subjective options Do: Be brief Be grammatically simple Use simple, familiar terms t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  38. 38. Design your survey: Phrasing questions  Do not: Lead respondents to an answer Bad Staying involved in your professional society is important. How often would you like to receive news updates? Better How often would you like to receive news updates? t: @Kathy_CS_Inc #ContentSurvey #ConfabMN Hey,You: What’s a better question? Do:
  39. 39. Design your survey: Phrasing questions  Do not: Lead respondents to an answer Do: Bad Staying involved in your professional society is important. How often would you like to receive news updates? Better How often would you like to receive news updates? t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  40. 40. Design your survey: Phrasing questions  Do not: Use emotional language Bad How likely are you to share life-saving safety information with your loved ones? Better How likely are you to share safety information with your family members? t: @Kathy_CS_Inc #ContentSurvey #ConfabMN Do: What’s a better question?
  41. 41. Design your survey: Phrasing questions  Do not: Use emotional language Bad How likely are you to share life-saving safety information with your loved ones? Better How likely are you to share safety information with your family members? t: @Kathy_CS_Inc #ContentSurvey #ConfabMN Do:
  42. 42. Design your survey: Phrasing questions  Do not: Use double-barreled questions Bad Would you like to be notified about new articles through Facebook andTwitter? Better Would you like to be notified about new articles? (Y/N) Choose how you’d like to receive notifications: t: @Kathy_CS_Inc #ContentSurvey #ConfabMN Do: What’s a better question?
  43. 43. Design your survey: Phrasing questions  Do not: Use double-barreled questions Bad Would you like to be notified about new articles through Facebook andTwitter? Better Would you like to be notified about new articles? (Y/N) Choose how you’d like to receive notifications: t: @Kathy_CS_Inc #ContentSurvey #ConfabMN Do:
  44. 44. Design your survey: Phrasing questions  Do not: Use extreme absolutes Bad Do you always read articles from beginning to end? Better Do you read articles from beginning to end? t: @Kathy_CS_Inc #ContentSurvey #ConfabMN Do: What’s a better question?
  45. 45. Design your survey: Phrasing questions  Do not: Use extreme absolutes Bad Do you always read articles from beginning to end? Better Do you read articles from beginning to end? t: @Kathy_CS_Inc #ContentSurvey #ConfabMN Do:
  46. 46. Design your survey: Phrasing questions  Do not: Provide vague or subjective options Bad rating scale o Frequently o Sometimes o Rarely Better rating scale o Daily o A few times per week o Once a week or less t: @Kathy_CS_Inc #ContentSurvey #ConfabMN What’s a better rating scale? Do:
  47. 47. Design your survey: Phrasing questions  Do not: Provide vague or subjective options Bad rating scale o Frequently o Sometimes o Rarely Better rating scale o Daily o A few times per week o Once a week or less t: @Kathy_CS_Inc #ContentSurvey #ConfabMN Do:
  48. 48. Design your survey: Phrasing questions Question 5 4 3 2 1 Satisfaction How satisfied are you with… Very satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Very dissatisfied Agreement State your level of agreement with… Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Extent To what extent do you… To a large extent To a moderate extent To some extent To little extent Not at all Helpfulness How helpful is… Very helpful Somewhat helpful Neither Not so helpful Not at all helpful Interest Indicate your degree of interest in… Considerable interest Moderate interest Some interest Little interest No interest Importance How important to you is… Very important Somewhat important Neither important nor unimportant Somewhat unimportant Very unimportant Quality Please rate the quality of… Excellent Above average Average Below average Poor Tips for phrasing questions using a 5-point scale t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  49. 49. Tips for minimizing survey bias: Provide list options in random order. Keep questions and answer options short and simple. Allow respondents to answer anonymously. Allow respondents to skip questions. Design your survey: Minimize bias t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  50. 50. Tips for maximizing response rate: Pre-notify survey sample of an upcoming survey. Pilot test your survey for clarity and functionality. Keep the survey short. Aim for 5 – 10 minutes. Offer incentives. Schedule reminder messages. Design your survey: Maximize response t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  51. 51. “You’ve got to kiss a lot of toads before you find your prince.” ~ Proverb t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  52. 52. Distribute the survey through: Email lists (Monday mornings work best) Your website Company newsletters Social network channels Relevant industry, professional, or social networks or clubs Printed announcements that staff can hand to customers Distribute your survey t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  53. 53. “They’ve done studies, you know. 60% of the time, it works every time.” ~ Brian Fantana, in Anchorman t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  54. 54. Tips for analysing and communicating survey results: Remove invalid responses Choose the best chart type Filter to compare responses between audience segments Provide context Analyse and communicate the results t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  55. 55. Analyse and communicate the results This chart type Is best for Vertical bar chart Comparing percentages of 2 – 7 different groups. Horizontal bar chart Comparing percentages of 8 or more different groups Pie chart Illustrating a sample breakdown. t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  56. 56. Analyse and communicate the results Example:Vertical bar chart t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  57. 57. Analyse and communicate the results Example: Horizontal bar chart t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  58. 58. Analyse and communicate the results Example: Pie chart t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  59. 59. Analyse and communicate the results Provide context. Example: People want to find specific information All target audiences identified finding information quickly as the most important priority for them on the website. Having engaging and entertaining editorial content is a “nice to have”. t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
  60. 60. 1. Focus your research questions 2. Choose your sample population 3. Choose your incentive 4. Design the survey 5. Distribute the survey 6. Analyse & communicate the results t: @Kathy_CS_Inc #ContentSurvey #ConfabMN 6 Steps to Effective User Surveys
  61. 61. Questions? Get more content tips at ContentStrategyInc.com Find me on Twitter: @Kathy_CS_Inc Linkedin: ca.linkedin.com/in/kathywagnercs Slideshare: Content_Strategy_Inc

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