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Why Surveys Need To Become Conversational

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Why Surveys Need To Become Conversational

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Let’s face it, most surveys are boring. And the online survey experience hasn’t changed much in 20 years. Conversations are everything that surveys aren’t – engaging, two-way, emotional, often surprising and, dare I say it, insightful!
So let’s make our surveys conversational – join us to learn how to create more engaging experiences for participants that lead to better data and stronger insight.

Let’s face it, most surveys are boring. And the online survey experience hasn’t changed much in 20 years. Conversations are everything that surveys aren’t – engaging, two-way, emotional, often surprising and, dare I say it, insightful!
So let’s make our surveys conversational – join us to learn how to create more engaging experiences for participants that lead to better data and stronger insight.

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Why Surveys Need To Become Conversational

  1. 1. Why Surveys Need to be Conversational Phil Sutcliffe Nexxt Intelligence
  2. 2. Sponsors Communication
  3. 3. Proprietary & Confidential WHY SURVEYS NEED TO BE
  4. 4. reimagining online research 4
  5. 5. 5 CONVERSATIONAL SURVEYS - 2 KEY PROBLEMS THEY SOLVE Better Quality Survey Data
  6. 6. 6 CONVERSATIONAL SURVEYS - 2 KEY PROBLEMS THEY SOLVE Better Quality Survey Data Bridging the Qual / Quant Divide
  7. 7. 7 Let’s make surveys conversational!
  8. 8. 8 Imagine… Instead of a survey looking like this: TRADITIONAL SURVEYS
  9. 9. 9 CONVERSATIONAL SURVEYS Imagine… It could look like this:
  10. 10. 10 TRADITIONAL SURVEYS Imagine… Instead of asking opinions like this: Q: Please write in the words that come to you mind as soon as I say Tesla.
  11. 11. 11 CONVERSATIONAL SURVEYS Imagine… It could be like this:
  12. 12. 12 CONVERSATIONAL SURVEYS Human at the Centre
  13. 13. 13 CONVERSATIONAL SURVEYS Human at the Centre Conversations Participants Surveys Respondents - for survey takers
  14. 14. 14 CONVERSATIONAL SURVEYS Two-way Emotional Listening Surprising Fun Insightful
  15. 15. 15 Let’s see what a conversational Survey looks like in practice
  16. 16. 17 PRINCIPLES SCALE 17
  17. 17. 18 CONVERSATIONAL SURVEYS
  18. 18. 19 CONVERSATIONAL SURVEYS Insights Ease and speed Verbatims An onerous process Human at the Centre - for researchers
  19. 19. 20 CONVERSATIONAL SURVEYS – AI CODING
  20. 20. 21 WRAP UP What happens when surveys are conversational
  21. 21. 22 HAPPIER PARTICIPANTS Compared to other surveys you have done, how would you rate this survey experience? 61% 24% 52% 27% 57% 29% 87% 12% 75% 18% A lot better A little better “I feel like I am talking to a real person to express my thoughts and I am being heard” ”This new format is fun and makes you feel like your opinions matter and are heard” “This format was like having a conversation; it was unique and fun and engaging” “It sure beats checking off little boxes!”
  22. 22. 23 BETTER QUALITY DATA % of Apple iPhone owners ranking iPhone first Source: Research on Research conducted by Nexxt Intelligence in April 2022. The Conversational AI survey was conducted using inca; the traditional online survey using a consumer panel with typical online scripting programme. N=283 / 291 for each among general population Americans. We asked the participants what cell phone brand they currently own, and also asked them to rank their favorite brands… 58% Traditional online surveys 92% Conversational AI surveys
  23. 23. 24 HAPPIER RESEARCHERS/CLIENTS & BETTER DECISIONS “I’ve read it (the report) twice and can’t believe the wealth of insight you’ve uncovered!...this is really great stuff!” “There was lots of good insight that we would not typically extract from a ‘regular’ survey.” “The findings enabled us to quickly see and size hidden opportunities to improve and gain competitive edge.” “The interface is fun, fresh and modern, while the conversational language used in surveys amplifies a positive user experience, driving engagement. The evidence of audiences’ engagement was reflected time and time again in high quality and thoughtful responses to open-ended questions; something we typically don’t see in traditional surveys, particularly among youth.”
  24. 24. reimagining online research Thank you. Let’s chat about your research needs. phil@nexxt.in +44 (0)7776 165300 nexxt.in
  25. 25. Q & A Ray Poynter NewMR Phil Sutcliffe Nexxt Intelligence
  26. 26. Sponsors Communication

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