Surveytainment is a layout and usability-driven enhancement of traditional online surveys that aims to improve user experience and motivation over method-focused design. A test survey using surveytainment design saw improved data quality with less straightlining and more valid open-ended responses. Participants also had higher satisfaction, found the survey more fun and were more willing to participate again compared to a standard design. While surveytainment improves user metrics, it does not replace traditional methodological design and is not meant to be used without also considering data quality and scientific standards.

1. Surveytainment 2.0:
Why investing 10 more minutes in constructing your
questionnaire is worth considering.
Mannheim, 7th of March 2012
Florian Tress, ODC Services
Till Winkler, SKOPOS
Sebastian Schmidt, SKOPOS

2. Surveytainment is a layout and usability driven enhancement and
revision of the traditional online survey that has been driven by
methodological thoughts and approach in the past.
In day-to-day life surveytainment often …
 is a known term in the market research community
 is vaguely associated with something that is modern and style-driven
 is a product often offered by service providers
 fits into the world of form-over-function thinking

3. Background
Survey in cooperation with B/S/H/
topic: scales
Online Survey with ODC Services
Split Half design
“Ordinary“
questionnaire-design Surveytainment 2.0
(n=500)
(n=500)

4. We tried to improve the overall perception of the survey by
…
implementing visually appealing elements Implementing interactive elements
explain certain questions to participants visually supporting participants’ answers

5. Parameters and results we focused on …
data quality behavior during
behavior during open questions
personal
identification
straightlining questions drop out
rate
Surveytainment
participant willingness to
duration of satisfaction participate
interview again
participant
interest in the participant
topic motivation

6. Straightlining
1st Item Set 2nd Item Set
Standard Surveytainment Standard Surveytainment
Reduction of: 45% Reduction of: 33%

7. Open Ended Answers
Average Amount of Strings Average Amount of Words
Basic Surveytainment Basic Surveytainment
vs. 31.3 vs. 5.1
25.6 4.1
Average number of valid answers per respondent
1.38 1.43

8. Duration and perception of the average interview*
Standard
67%
Surveytainment
59%
23%
18%
16%
9%
2% 3%
length is length is too
quite right long / short
13.7min Standard Survey
* Only participants with similiar
structure concerning survey length
16.0min Surveytainment Survey were used for this comparison.

9. Drop Outs
100%
Both questionnaires: Two
consecutive matrix questions
Surveytainment
98% questionnaire:
Problems with usability
95%
93%
90%
Standard Surveytainment

10. Reparticipation
75% 76%
Reparticipation
Standard Surveytainment

11. Overall Satisfaction
Surveytainment; 92
Standard; 86
84
91
89
93
87
91
90
95
87
90
86
92
84
93
80
89
86
92
87
91
86
92
Total Male Female 16 - 25 26 - 35 36 - 45 46 - 55 56 - 65 over 65 Low Middle High
Gender Age Education

12. Enhanced Satisfaction: Overall
8 9
7
6 6
6
5 5
4
4 4
4
Total Male Female 16 - 25 26 - 35 36 - 45 46 - 55 56 - 65 over 65 Low Middle High
Gender Age Education

13. Enhanced Satisfaction: Detail
Length Topic Fun 13
10
8 8 8
6
5 6
5 5 5 5
4 4 4 4
4
3 3 3
3 2 2 2 3 3 3
2 2 2
1 1 2
0 0
-4
Total Male Female 16 - 25 26 - 35 36 - 45 46 - 55 56 - 65 over 65 Low Middle High
Gender Age Education

14. 4 results we want you to go home with today
 You can enhance motivation and satisfaction within the participant.
 You can enhance the data quality by a minimum concerning open
questions and straightlining.
 Forecast: Visually interesting and appealing surveys will become
standard without changing data structure. Panelists though expect you
to be up-to-date.
 Surveytainment is a relevant factor for successful recruitment and
reduction of panel mortality.

15. Surveytainment is not to be seen as a revolution
of the online research but an evolution which we
cannot neglect to notice!