The document discusses how surveys need to be more conversational to improve data quality and the participant experience. Traditional surveys are rigid and impersonal, asking participants to select answers rather than have a conversation. Conversational surveys allow for a more natural back-and-forth dialogue between the participant and survey. This leads to happier and more engaged participants who provide richer insights. Researchers also benefit from the higher quality data generated through conversational surveys, enabling better decisions. The document advocates making surveys more like a conversation to bridge the gap between qualitative and quantitative research.
22. 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!”
23. 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
24. 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.”