Jon puleston training day - 2012

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3
December
2012

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A
20
Minute
Guide
To
Designing
BeIer
Online

Surveys

Jon
Puleston,
Innova:on
GMI
Interac:ve

Jon Puleston, GMI, UK
Festival of NewMR 2012 – Training Day – Session 2
A 20 MINUTE GUIDE TO DESIGNING
BETTER ONLINE SURVEYS
By JON PULESTON
VP Innovation GMI Interactive

ENTERTAINMENT = CONCENTRATION
THINK OF A SURVEY AS A PIECE OF
ENTERTAIMENT

-
10
20
30
40
50
60
70
80
90
100
Fun Answer time Straightling
Average index: Fun v Answer Time v Straight-lining
v1 v2 v3
ENTERTAINMENT = CONCENTRATION
Source: GMI/Malinoff 2011, Index of average score across 3 versions of a survey

IS THIS GAMIFICATION?

GAMIFICATION HAS BECOME
A METAPHOR FOR TAKING A
MORE CREATIVE APPROACH
TO SURVEY DESIGN

GAMIFICATION?
COPY WRITING/
ART DIRECTION

THE CREATIVE CHALLENGE OF
ONLINE RESEARCH IS WORKING
OUT HOW TO MOTIVATE PEOPLE
TO THINK & THINK IN THE RIGHT
SORT OF WAYS

WHY WOULD ANYONE WANT TO DO MY SURVEY?
FIRST QUESTION TO ASK YOURSELF:

WHAT IS THE HOOK?

Retail
segment’n
survey
Evaluating
a product
Survey
about Baby
wipes
Media
touch point
survey
SURVEYS WITH HOOKS DELIVER BETTER FEEDBACK
IMPACT = 20%+ IMPROVEMENTS IN FEEDBACK
-50%
Dropout
x6
feedback
+20%
thought
90th
percentile

WHAT’S YOUR SURVEY’S CHAT UP LINE?
“Which of the following confectionary
products have purchased for yourself
or a family member in the last 2
weeks darling?”

CAN YOU THINK OF A QUESTION THAT WILL
GET THEM THINKING ABOUT THE TOPIC…
“How would you feel if the government
banned chocolate?”
“Which of these confectionary brands are
you aware of?”

EMPLOYING A KEY QUESTION…
“Do wish you could find a cheaper source of ink?”
A survey about investments?
A survey about Inkjet cartridges?
“Do you feel your money is effectively
invested?”

REALIZE THE POWER OF WORD PLAY

How much do you agree or
disagree?
How much like you are these
people?
How much do you like this brand?
How happy would you be to wear
this brand on your T-shirt?
Make a list of your favourite
films?
You’re on a trip to Mars, which
films would you take?
Which of these brands would
you consider using?
In your perfect supermarket
which brands would it stock?
HOW YOU WORD A QUESTION CAN HAVE A
TRANSFORMATIVE EFFECT ON THE QUALITY OF
FEEDBACK
x3
More
30%
longer
100%
More fun
+50%
Thought

Evoking conjecture
A more human language
A sense of playfulness
Using NLP embedded command
Setting questions up as challenges
Using rules and conditions
Applying basic social psychology
HOW?

“IMAGINE”

Can you make a list of your favourite shops?
IMAGINE you could set up your own perfect
shopping centre just with shops you want can
you make a list of the shops you would have in
your shopping centre?
POWER OF THE WORD IMAGINE

list your favourite shops Imagine you could design your
own shopping centre

THINK OF QUESTIONS LIKE KEYS
TO UNLOCK THINKING

RATE YOUR BANK
ON A SCALE OF 1 TO 10
SIMPLE QUESTIONS CAN OFTEN DEMAND COMPLEX
THINKING

A GOOD QUESTION CAN UNLOCK A THINKING
PROCESS
IS YOUR BANK PERFECT?
THIS SEEDS A THINKING PROCESS…
YES NO
FARM THOUGHTS

ENCOURAGING MORE THINKING

We tend to treat respondents as if they
are stupid…
What is your favourite colour?
Do you agree with this?
Do you like this?

Think about respondents as consultants
Pitch them the problem…
Do you like this product?
Would you invest in this product?
Case study = success of MROC communities

ENCOURAGING DIFFERENT
TYPES OF THINKING

SURVEYS TEND TO BE DOMINATED BY
SYSTEM 2/ANALYTICAL JUDGEMENTS
Which of these pet food products
would you buy?
The one with the
best ingredients
The one with the nice
picture of a dog
Research says this Sales say this

AND ALSO DOMINATED BY PERSONAL
JUDGEMENTS
Will you clean up after the meeting?
How likely is the average person to clean
up after the meeting?
50% SAID THEY WOULD
AVERAGE ESTIMATE 10%
REALITY = 10%

SYSTEM 1 THINKINGSYSTEM 2 THINKING
ME THINKING WE THINKING
Would you? Would the average person?
Would you buy this?
Would you chose A or B you
have 5 seconds to decide?
SOLUTIONS?
What do you think? Bet on what others think
Do you like this?
If this brand was a human
would you feel comfortable
talking to them at a party?
Would you buy this? Would your partner buy this?
IT’S NOT AN AND OR CHOICE - ASK BOTH WAYS!

UNDERSTAND THE IMPORTANT
ROLE THAT IMAGES PLAY

THIS SORT OF THING IS NOT GOOD
ENOUGH

IMAGES CAN STIMULATE THE IMAGINATION
50%
More
90%
More
30%
Better
ideas+40%
Clicks

IMAGES CAN TRIGGER OUR MEMORY
65%
More
35%
More
40%
More

…ARE MORE EASILY PROCESSED THAN WORDS

0

0.2

0.4

0.6

0.8

1

1.2

1.4

Australia
China
India
Japan
Korea
Singapore
US

Standard
devia*on

Words
Faces

Technique reduces intra country variance
Intra country variance reduced by 27%

KNOW YOUR WEAPONRY

THERE ARE LOTS OF CREATIVE WAYS OF ASKING QUESTIONS

“YOU ONLY HAVE TO BLOW ON A RANGE QUESTION
FOR IT TO CHANGE THE DATA” Bernie Malinoff

0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Strongly
dislike
Somewhat
dislike
Neither like
nor dislike
Somewhat
like
Strongly like
Bipolar Fully Anchored
Source: Randall K. Thomas, John Bremer, George Terhanian,
and Renee M. Smith Harris Interactive

0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Do not like at
all
Somewhat
like
Like Strongly like Very strongly
like
Bipolar Fully Anchored
Unipolar Fully Anchored

0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Strongly
dislike
Strongly like
Bipolar Fully Anchored Unipolar Fully Anchored Bipolar End Anchored

0%
5%
10%
15%
20%
25%
30%
Dislike a
lot
Dislike Dislike a
little
Neither Like a
little
Like Like a lot
7 point fully anchored scale
Source: GMI

0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
1 2 3 4 5 6 7
7 point bi-polar End Anchored scale
Source: GMI
Dislike alot Like a lot

0.00
0.02
0.04
0.06
0.08
0.10
0.12
0.14
0.16
0.18
0.20
1 2 3 4 5 6 7 8 9
9 point Bi-polar End Anchored scale
Source: GMI
Dislike alot Like a lot

ASK WHAT DO YOU REALLY WANT TO
KNOW?
IT’S A MODERN BRAND?
IT’S A BRAND I TRUST?
IT’S A BRAND I FEEL CLOSE TO?
Why did you buy it?

CREATIVE THINKING SHOULD
START AT INCEPTION NOT BIRTH

“THE UGLY SISTER ISSSUE”

YESIT CAN
DOES “GAMIFICATION” WORK?

LIKE ADVERTISING CAN WORK

OR NOT, AS THE CASE MAY BE!

IT’S RATHER IN THE
HANDS OF THE
DESIGNER

Jon puleston training day - 2012

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