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Why Surveys Need to be
Conversational
Phil Sutcliffe
Nexxt Intelligence
Sponsors
Communication
Proprietary & Confidential
WHY SURVEYS NEED TO BE
reimagining online research
4
5
CONVERSATIONAL SURVEYS - 2 KEY PROBLEMS THEY SOLVE
Better Quality Survey Data
6
CONVERSATIONAL SURVEYS - 2 KEY PROBLEMS THEY SOLVE
Better Quality Survey Data
Bridging the Qual / Quant
Divide
7
Let’s make surveys
conversational!
8
Imagine…
Instead of a survey looking like this:
TRADITIONAL SURVEYS
9
CONVERSATIONAL SURVEYS
Imagine…
It could look like this:
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
CONVERSATIONAL SURVEYS
Imagine… It could be like this:
12
CONVERSATIONAL SURVEYS
Human
at the Centre
13
CONVERSATIONAL SURVEYS
Human
at the Centre
Conversations
Participants
Surveys
Respondents
- for survey takers
14
CONVERSATIONAL SURVEYS
Two-way
Emotional
Listening
Surprising
Fun
Insightful
15
Let’s see what a
conversational
Survey looks like in
practice
17
PRINCIPLES
SCALE
17
18
CONVERSATIONAL SURVEYS
19
CONVERSATIONAL SURVEYS
Insights
Ease and speed
Verbatims
An onerous process
Human
at the Centre
- for researchers
20
CONVERSATIONAL SURVEYS – AI CODING
21
WRAP UP
What happens
when surveys are
conversational
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
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
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.”
reimagining online research
Thank you. Let’s chat about
your research needs.
phil@nexxt.in
+44 (0)7776 165300
nexxt.in
Q & A
Ray Poynter
NewMR
Phil Sutcliffe
Nexxt Intelligence
Sponsors
Communication

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