Vital Findings is a market research and consulting firm focused on custom research and visual survey design. They specialize in using visuals to improve data accuracy and create compelling insights reports. The document provides examples of how they have used visual timelines, continuums, photos and diagrams to clarify concepts, engage respondents, and stimulate recall in surveys for clients across industries.

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Jason Kramer Amanda Hirsch
Managing Director Vice President
Founder and managing director of Vital
Findings with 18 years of previous market
research experience as an executive at
Activision, Lieberman Research Worldwide,
Nielsen and Interpret
Leader of Vital Findings’ R&D efforts,
developing new methods for using visual
questions to improve data accuracy, new
approaches to segmentation and customer
lifecycle research, and new methods for
evangelizing research results through
information design
Passionate about delivering business
consulting solutions using the tools of
consumer research
Vice President and leader of Vital
Findings' global brand and
advertising research practice
Over 14 years of market research
experience leading teams in
qualitative and quantitative
methodologies with expertise in
both large scale tracking programs
as well as highly custom projects
Close consultant to a wide variety
of clients including HP, Intel, Levi’s,
Uber, Eddie Bauer, Deckers Brands
(UGG), eHarmony, Starbucks, and
Las Vegas Sands

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It all began with some bad data…
17%
6%
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Touch Mouse Ownership
ORIGINAL DATA
VQD DATA

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ORIGINAL TEXT QUESTION
VISUAL EXPLANATION
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is an approach to
questionnaire creation
that identifies complex,
subjective, or potentially
confusing questions and
seeks to present them
in a visual way to
improve
comprehension, data
accuracy, and survey
engagement.
Visual Questionnaire
Design
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EX:

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Use the VQD approach to…
Improve Data Accuracy
Introduce New Concepts
Engage Respondents
Stimulate
Recall
Clarify Complex or Visually Subjective Ideas
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Visual Clarification
Product LifecycleConceptual Questions
Continuum
Brand Entry/Exit
CASE STUDIES
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Brand Entry/Exit // VISUAL TIMELINES

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Q. What year did you first purchase a Smartphone?
Brand Entry/Exit // VISUAL TIMELINES
Q: When did you first purchase UGG shoes?

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A “natural look” means different things to different women.
Which of the photos below best captures what a “natural look” means to
you?
NO
MAKEUP
FULL MAKEUP
Conceptual Questions
DEFINING A “NATURAL LOOK”

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Continuum

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Continuum

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Michelle is going out
to a restaurant but
doesn’t want to
drive.
She opens the
Ride-sharing
App, sees what
cars are nearby,
and chooses
one. The App
shows her the
car is on its
way and how
far away it is.
Michelle gets a text when
the car has arrived, and
she gets into the back
seat of the car.
Michelle is driven to the
restaurant and the trip
is charged to her credit
card.
Visual Clarification

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Visual Clarification

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Product Lifecycles

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Now it’s your turn!
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CASE STUDY #1
A well known hotel company is
thinking about opening a hotel
chain that is all about “comfort”
and would like to understand
how their consumers define this
concept when it comes to the
interior design of the hotel.
Thinking about the visual
questionnaire design
techniques we’ve discussed,
what are some ways they could
test this idea using visuals to
define this concept?
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CASE STUDY #2
The XYZ social networking website
would like to understand when
their users first started using their
website and whether XYZ usage is
on the rise or decline.
Thinking about the visual
questionnaire design techniques
we’ve discussed, what are some
ways XYZ could test their brand
landscape to better understand the
marketplace?
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CASE STUDY #3
A well known brand in the
automotive industry would like
to gauge interest in a car repair
concept whereby the customer
requests at-home/work car
repair and servicing from private
mechanics via a mobile app.
Thinking about the visual
questionnaire design
techniques we’ve discussed,
what are some ways they could
test this concept using visuals?
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is a market research and consulting firm
focused on custom research that delivers
action, working with Fortune 500 clients
including T-Mobile, Warner Bros., and Cox
Automotive. We are the leaders in visual
design for research, both to improve
quantitative data accuracy and to create
insights deliverables that demand
attention. We specialize in the latest
research methodologies including visual
surveys, needs-based segmentation,
digital ethnography, mobile qual and
quant, and the latest information
visualization techniques. Building on a
strong research foundation, our passion
and purpose is to bring research to life
through actionable and inspiring insights.
Our work stands out and has permanence
as we use infographics, video reporting,
and insights workshops to tell the story
behind the findings in a way that
connects with key stakeholders.
Visit us at www.vitalfindings.com
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