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Gathering content insights from user surveys confab2014
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Gathering Content Insights from User
SurveysConfab Central 2014
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Kathy Wagner:
Mom (and grandma!)
Tai chi master (yeah, right)
Not quite a crazy cat lady
(yet…)
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Kathy Wagner:
Technical Communicator
User Experience
Researcher
Content Strategist
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“We cannot solve our problems with the same kind of thinking we
used to create them.”~ Albert Einstein
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Why use surveys for content projects?
Conduct research quickly, easily, and affordably
Gives your audience a voice
Aligns stakeholders and streamlines decision-making
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Why use surveys for content projects?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
It’s your responsibility too
Content Strategy
Customer Experience
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Why use surveys for content projects?
Audience Attitudes + Content InsightsGoals Topics
Priorities Formats
Likes & dislikes Channels
Comparisons Terminology
t: @ Kathy_CS_Inc #ContentSurvey #ConfabMN
Surveys are GOOD for gathering insights to make better content decisions based on user need and interest.
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1. Focus your research questions2. Choose your sample population3. Choose your incentive4. Design the survey5. Distribute the survey6. Analyse & communicate the results
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
6 Steps to Effective User Surveys
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“Focusing is about saying ‘No’.”
~ Steve Jobs
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Don’t begin your survey until you know:
1. Exactly what you want to find out.
2. From who.
3. How you’re going to use the information.
Focus your research questions
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Don’t begin your survey until you know:
1. Exactly what you want to find out.
2. From who.
3. How you’re going to use the information.
Focus your research questions
Do you want to find out:What terminology to use?What topics to cover?What formats to publish?Or…?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Don’t begin your survey until you know:
1. Exactly what you want to find out.
2. From who.
3. How you’re going to use the information.
Focus your research questions
Do you want information about:All your audiences?Specific audiences?Sub-set of an audience?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Don’t begin your survey until you know:
1. Exactly what you want to find out.
2. From who.
3. How you’re going to use the information.
Focus your research questions
How are you going to use the information?
Don’t gather any information that you don’t have a clear and immediate use for!
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Focus your research questions
What kind of content do our web users want?
Example:
Which news article topics and formats do our alumni audience want to see on our homepage?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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“‘Stalking’ is such a strong word. I prefer ‘intense research of an individual.’”
~ Sandrine, in Girl From Paris
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Choose your survey sample
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Choose your survey sample
Tips for choosing your survey sample:
Random sampling is better.
Don’t survey people more than 4 times per year.
Target 400 responses, or as many as possible.
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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“Nobody made a greater mistake than he who did
nothing because he could only do a little.”
~ Edmund Burke
t: @ Kathy_CS_Inc #ContentSurvey #ConfabMN
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Choose your incentive
Ideas for budget-conscious incentives:
$5 or $10 Starbucks gift cards.
Enter names into a draw for an iPad or ?
Free or discounted product or service.
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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“If I had an hour to solve a problem and my life depended on it, I would use the first 55 minutes determining the proper questions
to ask.”~ Albert Einstein
t: @ Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Structure
Tips for structuring surveys:
Include opening and exit text.
Divide the survey questions into categories.
Organize the questions strategically.
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Structure
Tips for structuring surveys:
Include opening and exit text.
Divide the survey questions into categories.
Organize the questions strategically.
Opening text should include:
Name of your organization
Confidentiality of data
Estimated time to complete
Information about incentive
Why their feedback is important
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Structure
Tips for structuring surveys:
Include opening and exit text.
Divide the survey questions into categories.
Organize the questions strategically.
Exit text:
Thank people for their time
Reiterate importance of feedback
Remind them about incentive
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Structure
Tips for structuring surveys:
Include opening and exit text.
Divide the survey questions into categories.
Organize the questions strategically.
Example categories:
1. Audience tasks and goals
2. Topics of interest
3. Formats of interest
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Structure
Tips for structuring surveys:
Include opening and exit text.
Divide the survey questions into categories.
Organize the questions strategically.
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Broad & Easy
Specific & Sensitive
1. Screening questions
2. Easy questions
3. Difficult questions
4. Sensitive questions
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Design your survey: Question types
Question types to consider:
Open-ended questions
Multiple choice
Ranking order
Rating scale
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Question types
Question types to consider:
Open-ended questions
Multiple choice
Ranking order
Rating scale
Open-ended questions allow participants to answer freely.
Example:
What are two ways that we could improve our videos?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Question types
Question types to consider:
Open-ended questions
Multiple choice
Ranking order
Rating scale
Multiple choice questions force participants to choose one or more answers from a predefined list.
Example:
Are you a US Citizen? (Y/N)t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Question types
Question types to consider:
Open-ended questions
Multiple choice
Ranking order
Rating scale
Ranking order questions ask participants to rank answers in priority against each other.
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Question types
Question types to consider:
Open-ended questions
Multiple choice
Ranking order
Rating scale
Example:
Please rank the following kinds of articles, from least important to most important:
Personal profiles
Brief news articles
Detailed research articles
1st 2nd 3rd
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Question types
Question types to consider:
Open-ended questions
Multiple choice
Ranking order
Rating scale
Rating scale questions ask participants to rate the importance of various options.
To consider:
Numbered scales
Word scales
Using neutral scorest: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Question types
Question types to consider:
Open-ended questions
Multiple choice
Ranking order
Rating scale
Example numbered scale:
On a scale of 1 – 7, with 1 being awful and 7 being amazing, how would you rate your overall experience with our knowledge base articles?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Question types
Question types to consider:
Open-ended questions
Multiple choice
Ranking order
Rating scale
Example word scale:
How satisfied are you with our knowledge base articles?o Very satisfied
o Satisfied
o Neither satisfied nor dissatisfied
o Dissatisfied
o Very dissatisfiedt: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Question types
Question types to consider:
Open-ended questions
Multiple choice
Ranking order
Rating scale
Understanding neutral scores:
#1) I would rather watch a real-life video than an animated video.o Strongly agree (5)
o Agree (4)
o Neither agree nor disagree (3)
o Disagree (2)
o Strongly disagree (1)t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Question types
Question types to consider:
Open-ended questions
Multiple choice
Ranking order
Rating scale
Understanding neutral scores:
#2) I would rather watch a real-life video than an animated video.o Strongly agree (4)
o Agree (3)
o Disagree (2)
o Strongly disagree (1)
o No opinion (void)t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Question types
This question type
Is best for
Open-ended Attitudes and opinions or when options are unknown.
Multiple choice Demographic info, or all feedback with a limited set of options.
Ranking Comparing importance between up to five options.
Rating number scaleRate the importance of items within a limited set of options.
Global or ESL audiences when survey can’t be translated.
Rating word scale Most rating questions and audiences.
Rating w/o neutral score
Gathering insights to make decision between two options.
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Phrasing questions
Do not:
Lead respondents to an answer
Use emotional language
Use double-barrelled questions
Use extreme absolutes
Provide vague or subjective options
Do:
Be brief
Be grammatically simple
Use simple, familiar terms
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Phrasing questions
Do not:
Lead respondents to an answer Bad
Staying involved in your professional society is important. How often would you like to receive news updates?
Better
How often would you like to receive news updates?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Hey, You:What’s a better
question?
Do:
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Design your survey: Phrasing questions
Do not:
Lead respondents to an answer
Do:
Bad
Staying involved in your professional society is important. How often would you like to receive news updates?
Better
How often would you like to receive news updates?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Design your survey: Phrasing questions
Do not:
Use emotional language
Bad
How likely are you to share life-saving safety information with your loved ones?
Better
How likely are you to share safety information with your family members?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Do:
What’s a better question?
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Design your survey: Phrasing questions
Do not:
Use emotional language
Bad
How likely are you to share life-saving safety information with your loved ones?
Better
How likely are you to share safety information with your family members?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Do:
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Design your survey: Phrasing questions
Do not:
Use double-barreled questionsBad
Would you like to be notified about new articles through Facebook and Twitter?
Better
Would you like to be notified about new articles? (Y/N)
Choose how you’d like to receive notifications:
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Do:
What’s a better question?
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Design your survey: Phrasing questions
Do not:
Use double-barreled questionsBad
Would you like to be notified about new articles through Facebook and Twitter?
Better
Would you like to be notified about new articles? (Y/N)
Choose how you’d like to receive notifications:
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Do:
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Design your survey: Phrasing questions
Do not:
Use extreme absolutes
Bad
Do you always read articles from beginning to end?
Better
Do you read articles from beginning to end?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Do:
What’s a better question?
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Design your survey: Phrasing questions
Do not:
Use extreme absolutes
Bad
Do you always read articles from beginning to end?
Better
Do you read articles from beginning to end?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Do:
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Design your survey: Phrasing questions
Do not:
Provide vague or subjective optionsBad rating scale
o Frequently
o Sometimes
o Rarely
Better rating scale
o Daily
o A few times per week
o Once a week or less
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
What’s a better rating scale?
Do:
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Design your survey: Phrasing questions
Do not:
Provide vague or subjective optionsBad rating scale
o Frequently
o Sometimes
o Rarely
Better rating scale
o Daily
o A few times per week
o Once a week or less
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Do:
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Design your survey: Phrasing questions
Question 5 4 3 2 1
Satisfaction
How satisfied are you with…
Very satisfied SatisfiedNeither satisfied nor dissatisfied
DissatisfiedVery dissatisfied
Agreement
State your level of agreement with…
Strongly agree
AgreeNeither agree nor disagree
DisagreeStrongly disagree
Extent To what extent do you… To a large extent
To a moderate extent
To some extentTo little extent
Not at all
Helpfulness
How helpful is… Very helpfulSomewhat helpful
NeitherNot so helpful
Not at all helpful
Interest Indicate your degree of interest in…
Considerable interest
Moderate interest
Some interestLittle interest
No interest
Importance
How important to you is…
Very important
Somewhat important
Neither important nor unimportant
Somewhat unimportant
Very unimportant
Quality Please rate the quality of…
ExcellentAbove average
AverageBelow average
Poor
Tips for phrasing questions using a 5-point scale
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Tips for minimizing survey bias:
Provide list options in random order.
Keep questions and answer options short and simple.
Allow respondents to answer anonymously.
Allow respondents to skip questions.
Design your survey: Minimize bias
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Tips for maximizing response rate:
Pre-notify survey sample of an upcoming survey.
Pilot test your survey for clarity and functionality.
Keep the survey short. Aim for 5 – 10 minutes.
Offer incentives.
Schedule reminder messages.
Design your survey: Maximize response
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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“You’ve got to kiss a lot of toads before you find your prince.”
~ Proverb
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Distribute the survey through:
Email lists (Monday mornings work best)
Your website
Company newsletters
Social network channels
Relevant industry, professional, or social networks or clubs
Printed announcements that staff can hand to customers
Distribute your survey
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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“They’ve done studies, you know.
60% of the time, it works every time.”
~ Brian Fantana, in Anchorman
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Tips for analysing and communicating survey results:
Remove invalid responses
Choose the best chart type
Filter to compare responses between audience segments
Provide context
Analyse and communicate the results
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Analyse and communicate the results
This chart type Is best for
Vertical bar chartComparing percentages of 2 – 7 different groups.
Horizontal bar chart
Comparing percentages of 8 or more different groups
Pie chart Illustrating a sample breakdown.
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Analyse and communicate the results
Example: Vertical bar chart
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
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Analyse and communicate the results
Example: Horizontal bar chart
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Analyse and communicate the results
Example: Pie chart
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Analyse and communicate the results
Provide context. Example:
People want to find specific information
All target audiences identified finding information quickly as the most important priority for them on the website.
Having engaging and entertaining editorial content is a “nice to have”.
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1. Focus your research questions2. Choose your sample population3. Choose your incentive4. Design the survey5. Distribute the survey6. Analyse & communicate the results
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6 Steps to Effective User Surveys
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Questions?
Get more content tips at ContentStrategyInc.com
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