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Your Survey. Reinvented

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Think and feel different about your SurveyDesign (Process)
Demonstrating Research Messenger

Published in: Marketing
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Your Survey. Reinvented

  1. 1. Your Survey. Reinvented. @DennisSewberath surveyfriendly.com How design in surveys can help solving the biggest challenges we currently face in online research
  2. 2. I am a respondent too! Dennis Sewberath @DennisSewberath surveyfriendly.com SurveyFriendly I love to rethink how people can interact with your online research. My passion is to craft beautiful solutions and smooth user-experience that capture the right type of information! Focus is always on the research question and then design around it.
  3. 3. Highlight design and UX concepts Small adjustments, huge improvements Realise what is important and why we need to make changes Aim is to get you think and feel differently about your online survey Inspire to new ideas, gain to new ideas, by example: Research Messenger TODAY
  4. 4. We can’t afford NOT to change Why is updating survey design critical for your online research? Low incidence Difficult to reach certain target groups Low response Difficult to get people even start the survey High dropout • Not device friendly • Length of interview • Not engaging, boring, repetition High sample costs Sample quality • Panel / Sample attrition • Cost per complete increases Data quality Bad designed surveys lead to bad data, no data variance, suspicious behavior  wrong results  incorrect business decisions Loose projects and clients Not managing fieldwork on time Not finding solutions
  5. 5. Why is updating survey design critical for your online research? • We want everything, now, always, everywhere • We don’t have time, we don’t take time • Short attention span, < 5 min concentration span • Distracted quickly (on the move, at home) Life changed From text to visual content driven. No question or doubt these work on mobile devices. If people want to do something on the internet , they want to do it on their mobile device. Period. Online content changed • We communicate faster • We communicate with a different style - shorter • We have more choices how to communicate • And how we reach people changed How we communicate changed Mobile on the go, everywhere BUT also at home Smartphones and tablets as replacement for laptop/PC Device use changed
  6. 6. Online Surveys Today Most online surveys are simply not competing with other online and mobile experiences.
  7. 7. Prepare Step1 You already know! Researchers already know everything about creating successful surveys. It's just due time, budget and crazy "bussyness" way of life we have lost touch with it. Step2 Designers vs. Scripters We often just script our survey. Think more in designing our surveys. Survey design is akin to web design. We spend a lot of time and money in the research itself. How to start – think and feel differently about your online survey
  8. 8. Step3 Be proud of your survey! You are the benchmark Would you send it to friends and family to showcase your great work? You are the benchmark Do you like to fill out your own survey? If you don't like to fill it out yourself, how can you expect other people are willing and motivate to participate. Or even worse they just fill it in without any attention and interest.
  9. 9. Step4 Change your surveydesign procesAdapt an adaptive surveydesign process, test, pilot, ask for feedback, adjust accordingly. Learn from previous studies • Average length of interviews • Answer time per question (the longer the survey the more decay in answertime) • Dropouts • High correlations – probably pattern clickers / straightliners We always have three versions 1. On paper (research design) 2. Online version (designed survey) 3. Online revised version (user experience)
  10. 10. Step5 Get inspired Learn from other industries; gaming, media, neuroscience, webdesign. For example change in advertisement Not only what to say but also how to say it START Step6 Break free from traditional surveys Don’t get limited by the software you are using. There are more solutions and features available then just straight forward questions.
  11. 11. Journey SurveyFriendly Design
  12. 12. Research Messenger Survey turned into a predefined chat conversation It is NOT a chatbot, AI, Machine learning
  13. 13. Research Messenger Solutions and approach can be used for all kind of surveys Take a mobile first approach. But don’t be limited for mobile devices only! Mobile is not the light versionof your survey. Mobile forces you to better surveydesign even if you not decide to go for mobile. When it works for small screens it also works for large screens.
  14. 14. 6. Layout 5. Design 4. Content 3. Target group 2. How to reach people 1. Device Friendly Setting up your requirements 7. Questiontypes
  15. 15. We can’t predict what kind of device, operating system or screen size someone is using. People have multiple devices. The situation and mood determine which device they want to use. We don’t want to develop a native app, not only will this limit the choice of devices that can be used. But also too much hassle for people to install first. 1. Device Friendly Research Messenger We need to design our survey for all kind of devices and screen sizes. Participants make the choice of their preferred device High dropout • Not device friendly • Length of interview • Not engaging, boring, repetition
  16. 16. How do you want to reach your target group? • Panel Integration, capture variables from link, redirect URLs • SMS invites • Mail invites • Inline popup • Embed in survey or website (Iframe) • QR Code • URL (clientbase or social media) Put effort in your invitation. First contact to ask somebody to participate. Make it interesting, get people curious, willing to attend. You ask people to spend their valuable time to solve your research question. 2. How to reach people Research Messenger Reach everyone and everywhere Option to use SMS to function as native app notifications Low incidence Difficult to reach certain target groups Low response Difficult to get people even start the survey
  17. 17. Respondents are real people, don’t just fire computerized questions. Otherwise people will just tick off the answers! Make it more human and personal. When something is personal people feel more engaged. Set the right stage and tone of voice. Research Messenger Have a conversation so it becomes personal. Turning it into a chat session fits how we communicate. 3. Target group High dropout • Not device friendly • Length of interview • Not engaging, boring, repetition
  18. 18. We need to motivatepeople to take the time to readand thinkbefore answeringyour questions! Making it interesting and challengepeople! Treat them like consultants. Ask only what you really need. Write questions like you speak. 4. Content Research Messenger Shorten questions and answer text, to the point content and easy to fill in. Ideally try to phrase your question in no longer then two sentences. Data quality Bad designed surveys lead to bad data, no data variance, suspicious behavior  wrong results  incorrect business decisions
  19. 19. Improve surveyflow Group and combine questions Add extra screens Autofill Autonext where possible Provide instant feedback Show progress Split surveys Block of questions Self-explaining questions don’t need extra instructions. Avoid to repeat question text in answer text and vice versa. For example, there is no need to explain the scale in question text if you show the scale also in the answers. Or instructions like, click on next to continue, only one answer possible, describe in your own words, etc. 4. Content Research Messenger Smooth surveyflow rather then only to shorten surveylength High dropout • Not device friendly • Length of interview • Not engaging, boring, repetition
  20. 20. Adding abstract rules to make your question more like mental challenges. Describe in less than 10 words .... Name ONE THING that you would like to change Can you pick exactly 3 things ... In your perfect shopping centre how would you ... Imagine you are the manager what would do different 4. Content Research Messenger Leave out unnecessary stuff, distraction, avoid repetition, show progress - provided answers High dropout • Not device friendly • Length of interview • Not engaging, boring, repetition
  21. 21. Don’t just use some random smilies or thumbs up or down. Colour is emotional. The right colour can help persuade and motivate. Colour is also very helpful to distinguish answer options. Be careful how you use colours. Not all cultures associated for example red or green something negative or positive. Visuals engage and commit people. Create or buy visuals with cause, so we remove any bias or different cultural interpretations. Icons create visual triggers which are especially useful for repetitive questions as this reduces the load on the working memory. 5. Design
  22. 22. NUI vs GUI, content driven, adding emotion and transition effects. So you get a real feeling when answering, moving or doing any other action. Stimultates involvement. 5. Design Research Messenger Make it visually attractive and content driven. Remember survey design goes well beyond creating a visually stunning survey. Data quality Bad designed surveys lead to bad data, no data variance, suspicious behavior  wrong results  incorrect business decisions
  23. 23. Template choice • Typeform – Rollover screens • Flipboard / Moleskine • Back next sidebar • OnePage One eye focus design 6. Layout Research Messenger No “survey” feeling, one page, no next and back buttons Same layout all devices Loose projects and clients Not managing fieldwork on time Not finding solutions
  24. 24. Use question types that capture the right type of information. Don’t add interactive question types just for fun. It is more the repetition of the same type of questions that makes a survey less interested and where people are not concentrated anymore. Use question types which are device agnostic. Which means they have exactly the same look and feel on each device or screen. Because you don’t want different behaviour how people fill in your survey. Device agnostic is not about responsive or adaptive design. 7. QuestionTypes Research Messenger Device agnostic Work for both mouse and touch Data quality Bad designed surveys lead to bad data, no data variance, suspicious behavior  wrong results  incorrect business decisions
  25. 25. Autocomplete (also coding backend) Don’t be afraid people type less, we all write whole day on our mobile People even better summarize Audiorecording? Great to capture emotion. Keep in mind not everybody feels comfortable to speak. A lot of extra work to playback and code. There is a huge limitation because audio recording can only be done through a native App. Unfortunately audio capture is deprecated from the Web standards. Voice to text Open End Text
  26. 26. Ye s No On mobile display numeric keyboard only Open End Numeric Dropdown (double) Show custom keypad Buttons Scorecard Date / Time
  27. 27. Single and Multi Instead of using buttons you can replace this with other pictures. If there is enough space, use images and icons. Leaving out the radio buttons and checkboxes gives you more space for the answer text. Click on the option rather on the small radio/checkbox. Distinguish single and multiple answer options. Make the single response even more interactive by changing the image when a particular answer is selected
  28. 28. Single and Multi When you don’t have too much space how do you deal with the layout? Horizontal: Yes/no, scales e.g. 1-10, icons Vertical: long option lists, long tekst Full screen overlay Can be useful for sub answers (drill down) Yes No Long answer lists to dropdowns. Be aware of device agnostic design. Don’t choose for native dropdowns from your device. Visuals dropdowns with Icons / colors and sub categories.
  29. 29. Click action Button triggers click event = click action Means everything can be clickable … point at image, or SVG animation Save x,y coordinates  selected area  answer option  dummy question Yes No
  30. 30. Ranking Numeric options by clicking on the item Drag and drop to move list order Drag and drop 
  31. 31. Drag and drop HTML5 move objects on canvas, each element can be dragable. Use with caution, more action required from the participant (point, click, drag, drop). Swipe  Drag and drop anywhere, save X,Y Drag and pin, scale or timeline. Ergonomic use; more data variance Drag and drop list building, sorting Don’t use it for rating Moodboard; Choose color, visuals Add images (upload), drawing, tekst
  32. 32. Swipe Swipe on touch, click on PC/Laptop Tinder look a like, perfect for Implicit Associations Test (IAT) Grid / Matrix 
  33. 33. Grid questions Most difficult and repetitive questions for people to fill in. Also not very motivating even on desktop. Each statement (row) is in fact one separate question. Do you really need all statements? Not working well on mobile devices. High correlation Highest dropout Multi Response Grid Fewer overall options will get selected Grids on small screens neither work in portrait or landscape mode
  34. 34. Grid questions Dynamic grids are not the solution in themselves, it’s the opportunity to visualise them that makes them more effective & engaging and recognition. - One page with single or multi response questions - Accordion - Carousels  carousel+draganddrop , tinder swipe Stack questions on top of each other See progress Focus just at the question
  35. 35. Consolidate questions With the use of icons you could even group / consolidate questions, with the benefit making surveys shorter without leaving things out.
  36. 36. Sliders Sliders  vertical  Animated • Sliders • Vertical sliders • Range sliders • 3D – bigger sliders • Animated sliders • Effect on moving sliders • Dials Where to put the starting point? Labels on mobile
  37. 37. Rating Rating Interactive rating Not only stars (half stars) but other icons too Ideal multi country - universal No need to have labels (but if you need to it is possible)
  38. 38. Richer data Everything you see online can be integrared in surveys Voice to text GEO location, GEO watching Draw on canvas, SVG Offline options with online surveys (pouchdb) Camera use photo/video upload Drag and drop items
  39. 39. Realize everything you change will have affect on your data! Want the same outcome and affect? Don’t change Use the adaptive surveydesign process to make sure to test and adjust! Understand changes
  40. 40. 3) Can you apply some of the suggestions into your projects? 1) Challenge you to think about each question in your survey TODAY 2) Check your existing projects, look for correlation, answer time decay, is it fun, can you fill it on a mobile device?
  41. 41. Surveydesign is a job Collaboration from designers, developers, content writers and researchers It is not rocket science, with some extra love and attention you can provide a great looking survey to your participants! People will appreciate this with valuable feedback in return!!
  42. 42. @DennisSewberath surveyfriendly.com Thank you!

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