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idea services
who we are what we do
how we do what we do who
we work with the ­difference
we make our promise
idea services
idea services
employee-owned
we have a stake in
­providing what you need
collaborative
understanding your
goals and needs
science-based
valid, reliable data
for decision-making
who we are
idea services
Our team of trained and
knowledgeable researchers
evaluate communication
materials using scientific
design and analysis
techniques. We are the
very best at what we do.
what we do
use ­scientific methods
to evaluate consumer
understanding
of complex information
idea services
how we do what we do
Contribute research
about current methods to
peer-reviewed publications
and presentations
Design and evaluate
a wide variety of communication
­materials
Specialize in cross-cultural
studies, including materials
evaluation in multiple languages
Apply expertise from multiple
behavioral sciences, including
psychology, sociology, and
anthropology
idea services
who we work with
idea services
RogerTourangeau
Ph.D., Yale University
Industry leader whose model of the survey response process
is well established and influential in the survey research community
Westat Vice President, Senior Statistics Fellow, Co-Director of Westat’s
Survey Methods Unit
Seminal Books The Psychology of Survey Response
(Winner, 2006 American Association for Public Opinion
Research Book Award); The Science of Web Surveys
Author Dozens of articles in such peer-reviewed journals
as Public Opinion Quarterly, Journal of Official Statistics,
Annals of the American Academy of Political and Social
Science, Sociological Methods and Research
Awards 2005 American Association for Public Opinion Research
Innovators Award; 2002 Helen Dinerman Award, the highest honor
from the World Association for Public Opinion Research
idea services
idea services
the difference
we make
idea services
BEFORE AFTER
BOTTOM LINE
Simple changes ensure the images
of pipe and loose leaf tobacco are
correctly interpreted.
Is this marijuana or tobacco? Looks more like tobacco
idea services
BEFORE
Has anyone in your family
ever drowned?
AFTER
Has anyone in your family ever
died from drowning?
BOTTOM LINE
Don’t assume everyone interprets
even the most common words the
same way.
Yes, my cousin drowned,
but my husband saved him.
idea services
BEFORE
At this house, apartment, or mobile
home – do you or any member of this
household have telephone service
from which you can both make and
receive calls? Include service for regular
telephones (land lines), cell phones, and
other methods of communication such as
voice over Internet.
AFTER
At this house, apartment or mobile
home, can you or any member of this
household both make and receive
phone calls?
BOTTOM LINE
Ask the question you mean
to ask — can people make and
receive telephone calls from their
homes — to get the information you
need to get — a measure of social
isolation and access to 911 services.
I have no telephone in my
house, only a smartphone.
idea services
AFTER
Seis tubitos
BEFORE
Seis frasquitos
This phrase could be interpreted
as “six small jars” of blood
We really only want six
TUBES of blood!
BOTTOM LINE
Expert review or testing of translated
materials ensures a common
understanding across cultures.
idea services
DRAFT – September 11, 2013
6
Next, we are interested in what form the product was in and how much was used.
11. Was the product ...
12. Amount Used
a. An aerosol can?
Yes .......................... 1 ! GO TO Q12a
No............................ 2 ! GO TO Q11b
a. How many ounces was the container?
Ounces: |___|___|
a1. Thinking about a full container, how much spray
was used?
Spot treatment (small amount) ... 1
Half the container or less ............ 2
More than half, but not all of the GO TO Q13
container ................................... 3
Entire container........................... 4
b. A concentrate?
Yes .......................... 1 ! GO TO Q12b
No............................ 2 ! GO TO Q11c
b. Was the concentrate ... (Circle one)
Powder........................................ 1
Liquid .......................................... 2
Other........................................... 3
(Specify) __________________
b1. How many ounces of the concentrate were added
to water or other liquid?
Ounces: |___|___|___|
b2. What was used to apply the product?
Trigger or pump sprayer ............. 1
Hose end sprayer ....................... 2 GO TO
Something else? ......................... 91 Qb5
(Specify) __________________
b3. How much water or other liquid did you mix with the
concentrate? (Indicate ounces or gallons)
Ounces: |___|___|___|
OR
GO TO Q13
Gallons: |___|___|
b4. Thinking about a full container, how much of the
mixture was used?
Half the container or less ............ 1
More than half, but not all of the
container ................................... 2
Entire container........................... 3
b5. Approximately how many square feet were covered
during this application?
Square Feet: |___|___|___|___| ! GO TO Q13
	
  
	
  
AFTERBEFORE
This is much
easier to follow!
BOTTOM LINE
Use of good
design techniques
makes it easy
for consumers
to provide
accurate answers.
DRAFT – September 11, 2013
6
Next, we are interested in what form the product was in and how much was used.
11. Was the product ...
12. Amount Used
a. An aerosol can?
Yes .......................... 1 ! GO TO Q12a
No............................ 2 ! GO TO Q11b
a. How many ounces was the container?
Ounces: |___|___|
a1. Thinking about a full container, how much spray
was used?
Spot treatment (small amount) ... 1
Half the container or less ............ 2
More than half, but not all of the GO TO Q13
container ................................... 3
Entire container........................... 4
b. A concentrate?
Yes .......................... 1 ! GO TO Q12b
No............................ 2 ! GO TO Q11c
b. Was the concentrate ... (Circle one)
Powder........................................ 1
Liquid .......................................... 2
Other........................................... 3
(Specify) __________________
b1. How many ounces of the concentrate were added
to water or other liquid?
Ounces: |___|___|___|
b2. What was used to apply the product?
Trigger or pump sprayer ............. 1
Hose end sprayer ....................... 2 GO TO
Something else? ......................... 91 Qb5
(Specify) __________________
b3. How much water or other liquid did you mix with the
concentrate? (Indicate ounces or gallons)
Ounces: |___|___|___|
OR
GO TO Q13
Gallons: |___|___|
b4. Thinking about a full container, how much of the
mixture was used?
Half the container or less ............ 1
More than half, but not all of the
container ................................... 2
Entire container........................... 3
b5. Approximately how many square feet were covered
during this application?
Square Feet: |___|___|___|___| ! GO TO Q13
	
  
	
  
CHOOSE 1 TYPE OF PRODUCT
Aerosol can
Size of container (oz) ________
Amount used:
Small amount in one spot
Less than half the container
Half the container or more, but not all
Entire container
Non-aerosol sprayer or pump bottle
Size of container (oz) ________
Amount used:
Small amount in one spot
Less than half the container
Half the container or more, but not all
Entire container
Fogger or bomb
Size of container (oz) ________
Number of foggers used ________
Number of rooms treated ________
Granules or pellets
Size of container ________ oz lb
Amount used:
Small amount in one spot
Less than half the container
Half the container or more, but not all
Entire container
Method of applying:
Spreader
Spread directly from container
Something else ________________
Foam or gel
Size of container (oz) ________
Amount used:
Small amount in one spot
Less than half the container
Half the container or more, but not all
Entire container
Bait station or trap
Number used ________
Dust or powder
Size of container ________ oz lb
Amount used:
Small amount in one spot
Less than half the container
Half the container or more, but not all
Entire container
Method of applying:
Duster
Spread directly from container
Something else ________________
Fly strip
Number used ________
Candles, coil, or lamp
Number used ________
Time used:
Less than 1 hour
1 to 2 hours
More than 2 hours
Insecticide you mix with water
Powder
Liquid
Other ____________
Amount of concentrate used (oz) _______
Amount of water
mixed with concentrate _______ oz gal
Don't know
Amount of mixture used:
Half the mixture or less
More than half, but not all
Entire mixture
Square feet covered ________________
Method of applying:
Trigger or pump sprayer
Hose end sprayer
Something else ________________
Other
Specify
Don't know
Survey of Home Insecticide Use | Log for Months 1-3
INSECTICIDES USED
INYOUR HOME ORYARD
11
PLEASECALL1-888-250-8288ifyouhavequestionsorneedanadditionallog.
This doesn’t
look like a
form I’d want
to fill out!
DRAFT – September 11, 2013
6
Next, we are interested in what form the product was in and how much was used.
11. Was the product ... 12. Amount Used
a. An aerosol can?
Yes .......................... 1 ! GO TO Q12a
No............................ 2 ! GO TO Q11b
a. How many ounces was the container?
Ounces: |___|___|
a1. Thinking about a full container, how much spray
was used?
Spot treatment (small amount) ... 1
Half the container or less ............ 2
More than half, but not all of the GO TO Q13
container ................................... 3
Entire container........................... 4
b. A concentrate?
Yes .......................... 1 ! GO TO Q12b
No............................ 2 ! GO TO Q11c
b. Was the concentrate ... (Circle one)
Powder........................................ 1
Liquid .......................................... 2
Other........................................... 3
(Specify) __________________
b1. How many ounces of the concentrate were added
to water or other liquid?
Ounces: |___|___|___|
b2. What was used to apply the product?
Trigger or pump sprayer ............. 1
Hose end sprayer ....................... 2 GO TO
Something else? ......................... 91 Qb5
(Specify) __________________
b3. How much water or other liquid did you mix with the
concentrate? (Indicate ounces or gallons)
Ounces: |___|___|___|
OR GO TO Q13
Gallons: |___|___|
b4. Thinking about a full container, how much of the
mixture was used?
Half the container or less ............ 1
More than half, but not all of the
container ................................... 2
Entire container........................... 3
b5. Approximately how many square feet were covered
during this application?
Square Feet: |___|___|___|___| ! GO TO Q13
	
   	
  
idea services
AFTERBEFORE
BOTTOM LINE
Recognizable navigation options
prevent user errors.
Users didn’t realize the blue
buttons were actionable
idea services
our
promise
Ask what you
mean to ask;
get what you
need to get
idea services
idea
qualitive
IVRmobile
web
design
solutions
solutions
expert
reliableanalysis impact
face-to-face
multi-mode
valid
evaluation
multi-method
usability
quantitative
paper
cross-cultural
telephone
collaborative
innovative
scientific
thorough
deliberative
careful
IVR
validanalysis
valid
expertmobiledesign
cognitive
paper
valid
mobile
multi-method
web
current
careful
solutions
paper
IVR
collaborative
valid
analysis
face-to-face
careful
impact
telephone
usabilityscientific
validcurrent
expert
deliberative
reliable
creative
multi-mode
qualitive
IVR
evaluation
careful
IVRimpact expert
current
qualitive
papersolutions
valid
thorough
deliberative
design
cognitive
face-to-face
scientific
analysis
reliable
cognitive
qualitive
solutions
design
innovative
multi-method
usability
valid
mobile
web
multi-mode
knowledge
telephone
solutions
IVR
quantitative
cross-cultural
scientific
careful
idea services
qualitive
IVR
mobile
web
design
design
solutions
solutions
solutions
solutions
solutions
expert
expert
reliable
analysis
impact
impact
face-to-face
multi-mode
valid
evaluation
multi-method
multi-method
usability
quantitative
quantitative
cross-cultural
cross-cultural telephone
collaborative
innovative
innovative
scientific
scientific
thorough
thorough
deliberative
careful
IVR
valid
analysis
analysis
valid
expert
mobile
design
design
cognitive
paper
paper
paper
paper
paper
valid
valid
valid
mobile
multi-method
multi-method
webcurrent
careful
solutions
paper
IVR
collaborative
valid
analysis
face-to-face
careful
careful
careful
impact
impact
impact
impact
impact
impact
impact
telephoneusability
usability web
usability scientific
scientific
valid
current
current
current
expert
deliberative
deliberative
reliable
reliable
creative
creative
creative
creative multi-mode
multi-mode
qualitive
IVR
evaluation
IVR
impact
expert
current
paper
solutions
solutions
thorough
deliberative
design
design
cognitive
cognitive
cognitive
cognitive
face-to-face
analysis
reliable
reliable
qualitive
usability
valid
mobile
mobile
multi-mode
IVR
IVR
quantitative
careful
careful
paper
IVR
IVR
IVR
IVR
thorough
thorough qualitive
design
IVRimpact
mobile
paper
paper
current
deliberative web
web
web
web
solutionstelephone
reliable
multi-mode
multi-mode
mobile
paper
paper
paper
scientific
scientific
deliberative
mobile
IVRanalysis
multi-mode
evaluation
expert
face-to-face
face-to-face
face-to-face
quantitative
current
currentmobile
evaluation
telephone
reliable
deliberative
innovative
innovative
deliberative
impact
mobile
cognitive
cross-cultural
paper
multi-mode
research
multi-cultural
web
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IDEA_PPT

  • 1. idea services who we are what we do how we do what we do who we work with the ­difference we make our promise idea services
  • 2. idea services employee-owned we have a stake in ­providing what you need collaborative understanding your goals and needs science-based valid, reliable data for decision-making who we are
  • 3. idea services Our team of trained and knowledgeable researchers evaluate communication materials using scientific design and analysis techniques. We are the very best at what we do. what we do use ­scientific methods to evaluate consumer understanding of complex information
  • 4. idea services how we do what we do Contribute research about current methods to peer-reviewed publications and presentations Design and evaluate a wide variety of communication ­materials Specialize in cross-cultural studies, including materials evaluation in multiple languages Apply expertise from multiple behavioral sciences, including psychology, sociology, and anthropology
  • 6. idea services RogerTourangeau Ph.D., Yale University Industry leader whose model of the survey response process is well established and influential in the survey research community Westat Vice President, Senior Statistics Fellow, Co-Director of Westat’s Survey Methods Unit Seminal Books The Psychology of Survey Response (Winner, 2006 American Association for Public Opinion Research Book Award); The Science of Web Surveys Author Dozens of articles in such peer-reviewed journals as Public Opinion Quarterly, Journal of Official Statistics, Annals of the American Academy of Political and Social Science, Sociological Methods and Research Awards 2005 American Association for Public Opinion Research Innovators Award; 2002 Helen Dinerman Award, the highest honor from the World Association for Public Opinion Research
  • 9. idea services BEFORE AFTER BOTTOM LINE Simple changes ensure the images of pipe and loose leaf tobacco are correctly interpreted. Is this marijuana or tobacco? Looks more like tobacco
  • 10. idea services BEFORE Has anyone in your family ever drowned? AFTER Has anyone in your family ever died from drowning? BOTTOM LINE Don’t assume everyone interprets even the most common words the same way. Yes, my cousin drowned, but my husband saved him.
  • 11. idea services BEFORE At this house, apartment, or mobile home – do you or any member of this household have telephone service from which you can both make and receive calls? Include service for regular telephones (land lines), cell phones, and other methods of communication such as voice over Internet. AFTER At this house, apartment or mobile home, can you or any member of this household both make and receive phone calls? BOTTOM LINE Ask the question you mean to ask — can people make and receive telephone calls from their homes — to get the information you need to get — a measure of social isolation and access to 911 services. I have no telephone in my house, only a smartphone.
  • 12. idea services AFTER Seis tubitos BEFORE Seis frasquitos This phrase could be interpreted as “six small jars” of blood We really only want six TUBES of blood! BOTTOM LINE Expert review or testing of translated materials ensures a common understanding across cultures.
  • 13. idea services DRAFT – September 11, 2013 6 Next, we are interested in what form the product was in and how much was used. 11. Was the product ... 12. Amount Used a. An aerosol can? Yes .......................... 1 ! GO TO Q12a No............................ 2 ! GO TO Q11b a. How many ounces was the container? Ounces: |___|___| a1. Thinking about a full container, how much spray was used? Spot treatment (small amount) ... 1 Half the container or less ............ 2 More than half, but not all of the GO TO Q13 container ................................... 3 Entire container........................... 4 b. A concentrate? Yes .......................... 1 ! GO TO Q12b No............................ 2 ! GO TO Q11c b. Was the concentrate ... (Circle one) Powder........................................ 1 Liquid .......................................... 2 Other........................................... 3 (Specify) __________________ b1. How many ounces of the concentrate were added to water or other liquid? Ounces: |___|___|___| b2. What was used to apply the product? Trigger or pump sprayer ............. 1 Hose end sprayer ....................... 2 GO TO Something else? ......................... 91 Qb5 (Specify) __________________ b3. How much water or other liquid did you mix with the concentrate? (Indicate ounces or gallons) Ounces: |___|___|___| OR GO TO Q13 Gallons: |___|___| b4. Thinking about a full container, how much of the mixture was used? Half the container or less ............ 1 More than half, but not all of the container ................................... 2 Entire container........................... 3 b5. Approximately how many square feet were covered during this application? Square Feet: |___|___|___|___| ! GO TO Q13     AFTERBEFORE This is much easier to follow! BOTTOM LINE Use of good design techniques makes it easy for consumers to provide accurate answers. DRAFT – September 11, 2013 6 Next, we are interested in what form the product was in and how much was used. 11. Was the product ... 12. Amount Used a. An aerosol can? Yes .......................... 1 ! GO TO Q12a No............................ 2 ! GO TO Q11b a. How many ounces was the container? Ounces: |___|___| a1. Thinking about a full container, how much spray was used? Spot treatment (small amount) ... 1 Half the container or less ............ 2 More than half, but not all of the GO TO Q13 container ................................... 3 Entire container........................... 4 b. A concentrate? Yes .......................... 1 ! GO TO Q12b No............................ 2 ! GO TO Q11c b. Was the concentrate ... (Circle one) Powder........................................ 1 Liquid .......................................... 2 Other........................................... 3 (Specify) __________________ b1. How many ounces of the concentrate were added to water or other liquid? Ounces: |___|___|___| b2. What was used to apply the product? Trigger or pump sprayer ............. 1 Hose end sprayer ....................... 2 GO TO Something else? ......................... 91 Qb5 (Specify) __________________ b3. How much water or other liquid did you mix with the concentrate? (Indicate ounces or gallons) Ounces: |___|___|___| OR GO TO Q13 Gallons: |___|___| b4. Thinking about a full container, how much of the mixture was used? Half the container or less ............ 1 More than half, but not all of the container ................................... 2 Entire container........................... 3 b5. Approximately how many square feet were covered during this application? Square Feet: |___|___|___|___| ! GO TO Q13     CHOOSE 1 TYPE OF PRODUCT Aerosol can Size of container (oz) ________ Amount used: Small amount in one spot Less than half the container Half the container or more, but not all Entire container Non-aerosol sprayer or pump bottle Size of container (oz) ________ Amount used: Small amount in one spot Less than half the container Half the container or more, but not all Entire container Fogger or bomb Size of container (oz) ________ Number of foggers used ________ Number of rooms treated ________ Granules or pellets Size of container ________ oz lb Amount used: Small amount in one spot Less than half the container Half the container or more, but not all Entire container Method of applying: Spreader Spread directly from container Something else ________________ Foam or gel Size of container (oz) ________ Amount used: Small amount in one spot Less than half the container Half the container or more, but not all Entire container Bait station or trap Number used ________ Dust or powder Size of container ________ oz lb Amount used: Small amount in one spot Less than half the container Half the container or more, but not all Entire container Method of applying: Duster Spread directly from container Something else ________________ Fly strip Number used ________ Candles, coil, or lamp Number used ________ Time used: Less than 1 hour 1 to 2 hours More than 2 hours Insecticide you mix with water Powder Liquid Other ____________ Amount of concentrate used (oz) _______ Amount of water mixed with concentrate _______ oz gal Don't know Amount of mixture used: Half the mixture or less More than half, but not all Entire mixture Square feet covered ________________ Method of applying: Trigger or pump sprayer Hose end sprayer Something else ________________ Other Specify Don't know Survey of Home Insecticide Use | Log for Months 1-3 INSECTICIDES USED INYOUR HOME ORYARD 11 PLEASECALL1-888-250-8288ifyouhavequestionsorneedanadditionallog. This doesn’t look like a form I’d want to fill out! DRAFT – September 11, 2013 6 Next, we are interested in what form the product was in and how much was used. 11. Was the product ... 12. Amount Used a. An aerosol can? Yes .......................... 1 ! GO TO Q12a No............................ 2 ! GO TO Q11b a. How many ounces was the container? Ounces: |___|___| a1. Thinking about a full container, how much spray was used? Spot treatment (small amount) ... 1 Half the container or less ............ 2 More than half, but not all of the GO TO Q13 container ................................... 3 Entire container........................... 4 b. A concentrate? Yes .......................... 1 ! GO TO Q12b No............................ 2 ! GO TO Q11c b. Was the concentrate ... (Circle one) Powder........................................ 1 Liquid .......................................... 2 Other........................................... 3 (Specify) __________________ b1. How many ounces of the concentrate were added to water or other liquid? Ounces: |___|___|___| b2. What was used to apply the product? Trigger or pump sprayer ............. 1 Hose end sprayer ....................... 2 GO TO Something else? ......................... 91 Qb5 (Specify) __________________ b3. How much water or other liquid did you mix with the concentrate? (Indicate ounces or gallons) Ounces: |___|___|___| OR GO TO Q13 Gallons: |___|___| b4. Thinking about a full container, how much of the mixture was used? Half the container or less ............ 1 More than half, but not all of the container ................................... 2 Entire container........................... 3 b5. Approximately how many square feet were covered during this application? Square Feet: |___|___|___|___| ! GO TO Q13    
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