Do's and Don'ts of Dynamic Questions in Surveys
-
Upload
focusvision -
Category
Marketing
-
view
333 -
download
0
Transcript of Do's and Don'ts of Dynamic Questions in Surveys
@FocusVisionInfo #NewMRX
Do’s and Don’ts of Dynamic Questions in Surveys Wednesday, August 26, 2015
Aaron Jue Michelle Andre Jamin Brazil
Part of the FocusVision “Quant+Qual” Webinar Series: A New World of Research with Q+Q
Today’s Agenda
1. What are dynamic questions?
2. Using dynamic questions in surveys…
3. Dynamic question experiments:- Mobile and Touch- Sliders
4. Dynamic question lesson learned: biases
5. Best practices and guidelines for using dynamic questions in your quantitative market research practice
@FocusVisionInfo#NewMRX
What are dynamic questions?
Radio Buttons Check boxes
Traditional survey forms: HTML-based question types…
What are dynamic questions?
Slider
Buttons
What are dynamic questions?
Virtual Magazine
Image Map
Using dynamic questions in
your research…
• Dynamic questions allow you to gather different kinds of data and achieve deeper data capture through:
• Unique question types available: image map, dial test, shelf test…
• Improved respondent engagement
• Enhanced usability
@FocusVisionInfo#NewMRX
Respondent Engagement: These are fun!
Enhanced usability: Intuitive
Number Input VS Rank Sort
Enhanced usability: Intuitive
List VS Shelf test
Unlimited possibilities aren’t always a good thing…
Dynamic Questions
Experiments
What has research told us about how to use Dynamic Questions?
1. Experiment: Mobile and Touch
2. Experiment: Sliders
3. Big lesson learned
.
@FocusVisionInfo#newMRX
The mobile problem
Mobile share is growing, but mobile device show higher dropout rates in surveys…
Source: Decipher, Inc.
The mobile problem
Mobile survey design challenges: screen size
Source: Decipher, Inc.
Experiment: Mobile Touch Input Friendly
Not Mobile Optimized Mobile OptimizedVS
Experiment: Mobile Touch Input Friendly
Not Mobile Optimized Mobile Optimized (Card Sort)VS
Experiment: Mobile and Touch— Findings
Using dynamic questions to execute a mobile friendly survey can…
• Improve dropout rates by 50% among smartphone users
• Slightly reduce straight-line ticking
• Slightly reduce failure of trap questions
• Significant improvement in perceived survey enjoyment
@FocusVisionInfo#newMRX
Slight bias towards middle of the scale
Changing the fundamental structure of the question will alter response distribution
Experiment: Mobile and Touch— Findings
Tracker A Smartphone Tablet
Detractors -2% 0%Neutrals 4% 3%Promoters -2% -1%Mean 0.1 0.03
Gap (Optimized – Not Optimized)
Experiment: Mobile and Touch— Findings
Simply enlarging input area / improving readability doesn’t alter responses distributions…
Experiment: Sliders
Outside Start Left Start
Middle Start Right Start
1. Sliders and Traditional Radio Buttons2. Desktop, Smartphone, Tablet3. Vary start position of slider
Experiment: Sliders
For touch devices, mean scores are higher when slider starts on the right position
Experiment: Sliders
Mean Miles not significantly different
VS
Sliders may be suitable for continuous objective measures
Experiment: Sliders—Findings
Slider Findings• Responses are sensitive to start positioning especially for touch
devices• Data from objective measures appears less sensitive to slider biases• Though desktop users prefer traditional forms, touch input
respondents generally accepting of whichever scale type they encounter
• No difference in survey enjoyment
Slider Implications• Sliders could offer an alternative over text input• But otherwise tests didn’t show slider benefits over traditional forms,
and unexpected biases should give us pause
Dynamic questions
biases
@FocusVisionInfo#newMRX
The benefits of using dynamic questions are enormous, but customization can lead to unintended consequences.
Issues and bias are found with using dynamic questions…
With unlimited design possibilities, technology is moving faster than our understanding.
Multi-select bias
Checkbox Buttons
Bias: Fewer items selected
VS
Spanish
English
Cantonese
Tagalog
French
Color bias
Bias: Away from the negative end
VS
Design Dropouts
High respondent dropout
Cross-platform compatibility
What works on one platform may not be suitable for another
Which sport did you participate in most often?
Basketball
Football
Soccer
Volleyball
Track and Field
Tennis
Incrementally higher respondent dropout: Buttons are oversized for desktop view; saturation of color makes reading difficult
Dynamic Questions
Best Practices
• Focus on clear benefits
• Keep it obvious about what’s expected from your respondent
• Be consistent
• Test dynamic question functionality across devices
@FocusVisionInfo#newMRX
Focus on the benefit
Not Mobile Optimized Mobile OptimizedVS
Data collection: Dial test is not possible with traditional formats….
Focus on the benefit
Usability Engagement
Pick list VS Shelf test
Focus on the benefit
It’s cool…
.. “cool” can work but is fraught with potential pitfalls
Clarity
Make it apparent what to do: ideally no reading required
English
Spanish
Cantonese
Tagalog
French
Multi select??
Multi select!!
Consistency
Be consistent in how and when you use DQs• Sometimes being consistently wrong is better than having to be
absolutely right• A lot of the times research focuses on relative differences
Cross-platform functionality
BETTER
Ensure your DQ functions and renders well across devices
Which sport did you participate in most often?Basketball
FootballSoccer
VolleyballTrack and Field
TennisNOT SO GOOD
@FocusVisionInfo #NewMRX
Questions?
Aaron Jue Michelle Andre Jamin Brazil