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How to Create a Stellar
Survey Through
Brainstorming
Kathryn	Korostoff	
Lead	Instructor	at	
Research	Rockstar	
Dan	Fleetwood	
President,	Ques5onPro	
Communi5es	2
Upon	comple5on	par5cipants	will	be	able	to:	
Learning	Objec5ves	
§  Prepare	to	facilitate	a	great	brainstorming	session	
§...
Introduc5on
What	is	Brainstorming?	
A.  A	process	to	help	you	break	out	of	standard	thinking	
paLerns.		
B.  Any	exercise	used	to	jump...
Why	Do	We	Need	It?	
§  Many	things	block	clear	thinking,	especially	fear	
§  Have	you	ever	been	in	a	mee5ng,	and	not	fully...
Why	Do	We	Need	It?	
§  Have	you	ever	been	in	a	mee5ng	to	discuss	ques5onnaire	
design,	and	felt	its	success	was	impeded	by...
Too	Many	Ideas?	
Prioritization Process
©	2016		Research	Rockstar	LLC	8
Kick-off	Mee5ngs	
§  Typical	survey	research	kick-off	mee5ng	agenda	items:	
–  Project	objec5ves	
–  Sampling	plan	
–  Resea...
Why have we
experienced a
sharp increase
in customer
defections?
Idea A
Idea B
More!
What types of
marketing
messages are
...
Have	you	ever	
completed	data	
collec5on	and	
realized….	
§  You	missed	some	
important	ques5ons?	
§  You	can’t	conduct	al...
Planning	Ahead	for	
Brainstorming
Step	1:	Choose	Your	Topic	
Sample	
Enforcement	
Qualifica5ons	
Demographics	
Measurement	
Past	or	
Planned	
Behaviors	
Aetu...
Step	2:	Plan	Your	ALendees	&	Venue	
§  Number	of	par5cipnts	
–  3-5:	Run	“individual”	versions	of	tasks	
–  5	to	20:	Run	“...
Step	3:	Select	a	Brainstorming	Exercise	
§  We’ll	cover	two	that	work	well	for	survey	planning	
–  But	there	are	many,	man...
Brainstorming	
Exercise	#1!
Chartstorming	Steps	
§  Goal:	Use	“thinking	with	the	end	in	mind”	
§  Result:	A	list	of	items	sorted	based	on	importance	a...
Chartstorming	Steps	
1.  Have	each	team	design	5	“must	have”	charts	or	other	visuals	
displays	on	Topic	
§  “Imagine	it	is...
Brainstorming	
Exercise	#2!
Opposites	Rule	
§  Goal:	Use	contrasts	to	challenge	conven5onal	thinking	
§  Results:	A	list	of	items	sorted	by	poten5al	s...
Opposites	Rule	Steps	
§  Present	pre-planned	hypotheses	related	to	the	Topic	
–  Get	team	members	to	edit	or	agree	on	a	fin...
Example	
§  For	a	hypothe5cal	market	segmenta5on	study:	you	want	to	
iden5fy	segments	that	will	be	priori5zed	based	on	pro...
Let’s	Try	It!	
©	2016		Research	Rockstar	LLC	23
Facilita5on:	
Show5me!
Are	your	clients	internal,	external	or	both?	
©	2016		Research	Rockstar	LLC	25
Step	4:	Establishing	the	Right	Environment	
Welcome
attendees
Establish
Trust
State Topic
Smile and
encourage!
Avoid filte...
Facilita5on:	Be	
Confident
Step	5:	Facilitate!		
§  Facilitate	your	exercise.	
–  Don’t	rush	it	
§  Don’t	let	any	one	
person	dominate—
including	you...
Planning	Ahead	Boosts	Confidence!	
©	2016		Research	Rockstar	LLC	29	
You can do it!
Really nervous?
Invite a colleague
to c...
Why	are	we	doing	the	
brainstorming?	
We	need	to	know	the	topics	to	keep	
the	brainstorming	on	task	
©	2016		Research	Rock...
Great	Facilitators	Add	Fun!	
1.  Give	par5cipants	stress	balls,	Rubik's	cubes,	other	things	to	
“play”	with	
2.  Bring	a	b...
Step	6:	Assess!	The	Survey	Suitability	Test	
§  Review	the	ideas/finalists	
–  Are	we	asking	something	that	people	are	able...
THANK YOU!
Questions?
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Webinar - How to Create a Stellar Survey Through Brainstorming

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In this webinar, you will learn two brainstorming options that will amp up your survey projects.

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Webinar - How to Create a Stellar Survey Through Brainstorming

  1. 1. How to Create a Stellar Survey Through Brainstorming
  2. 2. Kathryn Korostoff Lead Instructor at Research Rockstar Dan Fleetwood President, Ques5onPro Communi5es 2
  3. 3. Upon comple5on par5cipants will be able to: Learning Objec5ves §  Prepare to facilitate a great brainstorming session §  Use brainstorming to iden5fy important ques5onnaire content §  Priori5ze content generated during brainstorming sessions §  Keep brainstorming par5cipants engaged
  4. 4. Introduc5on
  5. 5. What is Brainstorming? A.  A process to help you break out of standard thinking paLerns. B.  Any exercise used to jumpstart a crea5ve process. C.  A method of problem solving in which members of a group contribute ideas spontaneously. D.  A process for using unrestrained or spontaneous par5cipa5on to generate ideas. 5 © 2016 Research Rockstar LLC In the context of this webinar, all of the above PLUS a process used to generate a list of variables for possible inclusion in a well-planned questionnaire
  6. 6. Why Do We Need It? §  Many things block clear thinking, especially fear §  Have you ever been in a mee5ng, and not fully par5cipated due to: –  Fear of being wrong –  Fear of standing out/being different –  Fear of repercussions –  Feeling you do not have permission 6 © 2016 Research Rockstar LLC
  7. 7. Why Do We Need It? §  Have you ever been in a mee5ng to discuss ques5onnaire design, and felt its success was impeded by A.  Habits B.  Conven5onal wisdom C.  Dominant mee5ng par5cipants D.  Insufficient facilita5on E.  Too many great ideas 7 © 2016 Research Rockstar LLC
  8. 8. Too Many Ideas? Prioritization Process © 2016 Research Rockstar LLC 8
  9. 9. Kick-off Mee5ngs §  Typical survey research kick-off mee5ng agenda items: –  Project objec5ves –  Sampling plan –  Research deliverables –  Timelines –  Dependencies –  Escala5on process –  And….. © 2016 Research Rockstar LLC 9 Hypothesis generation!
  10. 10. Why have we experienced a sharp increase in customer defections? Idea A Idea B More! What types of marketing messages are likely to resonate with our target customers as we roll-out this new product or solution? Idea A Idea B More! If we discontinue our print catalog, how might sales change? Idea A Idea B More! © 2016 Research Rockstar LLC 10 Project Objectives = Brainstorming Topics Brainstorming Needs
  11. 11. Have you ever completed data collec5on and realized…. §  You missed some important ques5ons? §  You can’t conduct all of the analysis you would like because you don't have all of the right variables? 11 © 2016 Research Rockstar LLC
  12. 12. Planning Ahead for Brainstorming
  13. 13. Step 1: Choose Your Topic Sample Enforcement Qualifica5ons Demographics Measurement Past or Planned Behaviors Aetudes Percep5ons Values Data Analysis Demographics Compara5ve Psychographics © 2016 Research Rockstar LLC 13 Variables We Need to Design a Killer Questionnaire
  14. 14. Step 2: Plan Your ALendees & Venue §  Number of par5cipnts –  3-5: Run “individual” versions of tasks –  5 to 20: Run “team” versions –  More than 20? Can be tough. BeLer to run separate sessions §  Par5cipant aLributes –  Diversity is key. Seek a mix of: –  Job 5tles –  Seniority –  Client interac5ons –  Personality types §  Venue –  Sufficient room to move, especially if doing team-based versions –  Temperature control 14 © 2016 Research Rockstar LLC
  15. 15. Step 3: Select a Brainstorming Exercise §  We’ll cover two that work well for survey planning –  But there are many, many!! –  100s of books on brainstorming have exercises that can be easily modified for survey planning §  As we go over the two sample exercises think about which one: –  Would be most likely to ignite your project teams –  Would be comfortable for you to facilitate 15 © 2016 Research Rockstar LLC
  16. 16. Brainstorming Exercise #1!
  17. 17. Chartstorming Steps §  Goal: Use “thinking with the end in mind” §  Result: A list of items sorted based on importance and ac5onability §  The winners should be used to crap ques5ons, answer op5ons and scales 17 © 2016 Research Rockstar LLC
  18. 18. Chartstorming Steps 1.  Have each team design 5 “must have” charts or other visuals displays on Topic §  “Imagine it is the end of our project, and you only get 5 charts. What are they? Sketch them out. No points for ar5s5c talent.” 2.  Display all sketches on the wall 3.  Facilitate: §  Consolidate based on overlaps/redundancies §  Rate the “keepers” on 5=point scales of scales of importance and ac5onability §  Calculate the winners and sort in order from high to low §  Ask par5cipants: Any surprises? §  Use the charts to create a list of variables, which can then be turned into quesFons 18 © 2016 Research Rockstar LLC
  19. 19. Brainstorming Exercise #2!
  20. 20. Opposites Rule §  Goal: Use contrasts to challenge conven5onal thinking §  Results: A list of items sorted by poten5al survey value 20 © 2016 Research Rockstar LLC
  21. 21. Opposites Rule Steps §  Present pre-planned hypotheses related to the Topic –  Get team members to edit or agree on a final set of 3 – 5 §  Re-write them as opposites §  Ask each team to generate its ideas –  Give them at least 10 minutes §  Have each team present their “top 5” –  For each item they present, have the group rate them on poten5al survey value §  Sort the finalists based on group consensus §  Use the ideas to create a list of variables, which can then be turned into quesFons © 2016 Research Rockstar LLC 21
  22. 22. Example §  For a hypothe5cal market segmenta5on study: you want to iden5fy segments that will be priori5zed based on propensity to buy your product. §  Opposites approach: –  Task: Describe a person who would NOT buy our product. –  Employment? –  Age? –  Magazines they read? –  Car brand? –  Aetude? –  Behavior? –  Clothing style? –  Favorite TV show? 22 © 2016 Research Rockstar LLC
  23. 23. Let’s Try It! © 2016 Research Rockstar LLC 23
  24. 24. Facilita5on: Show5me!
  25. 25. Are your clients internal, external or both? © 2016 Research Rockstar LLC 25
  26. 26. Step 4: Establishing the Right Environment Welcome attendees Establish Trust State Topic Smile and encourage! Avoid filtering: “Variety is key!” Write down ALL ideas Add fun 26 © 2016 Research Rockstar LLC Great Brainstorming Requires a Great Team Dynamic
  27. 27. Facilita5on: Be Confident
  28. 28. Step 5: Facilitate! §  Facilitate your exercise. –  Don’t rush it §  Don’t let any one person dominate— including yourself! © 2016 Research Rockstar LLC 28 “If you are only hearing from the same people…you are not going to likely reinvent or innovate much of anything.” Source: h;ps://hbr.org/2009/05/how-to-lead-be;er-brainstormi
  29. 29. Planning Ahead Boosts Confidence! © 2016 Research Rockstar LLC 29 You can do it! Really nervous? Invite a colleague to co-facilitate
  30. 30. Why are we doing the brainstorming? We need to know the topics to keep the brainstorming on task © 2016 Research Rockstar LLC 30
  31. 31. Great Facilitators Add Fun! 1.  Give par5cipants stress balls, Rubik's cubes, other things to “play” with 2.  Bring a buzzer or funny “sound” machine 3.  Remove the conference table 4.  Add movement: –  Bring a sop/foam ball and ask people to toss it aper they take their turn 5.  Ask them to role play: –  Do the exercise as if you were “Clint Eastwood”, “Beyoncé” “Bill Gates”, “a 3 year old”, “Tom Brady”, “Richard Branson”, etc. 31 © 2016 Research Rockstar LLC
  32. 32. Step 6: Assess! The Survey Suitability Test §  Review the ideas/finalists –  Are we asking something that people are able to easily answer? –  Are we asking something people will be willing to answer? –  Are we asking with an appropriate Fme frame? –  Are we asking something too hypotheFcal? 32 © 2016 Research Rockstar LLC
  33. 33. THANK YOU! Questions?

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