The 5 steps towards creating a successful pre-testing engine
Most marketers raise the same question: “How can I improve my ROI?”. In response, we always ask the following three questions. Who works in a company that does pre-testing? Who works in a company that tests every ad that is used, NO exceptions? Who uses only those ads that reach the level top 20%?
Lucas Hulsebos shares how companies can win 150-200 GRP’s per campaign in the interview: The 5 steps towards creating a successful pre-testing engine.
Take your time
Recently, I received an invitation to fill out a survey, which surprised me quite a bit.
Graphics, colours and interaction
Online questionnaires and surveys are still at the forefront of market research for many companies, as it opens up a vast number of possibilities.
The limitations of a respondent’s memory are sometimes forgotten when programming a questionnaire.
To make questionnaires more engaging, it’s important to create a certain interaction for respondents.
To maintain the ability of developing engaging questionnaires, I’m convinced it’s important to regularly take on the role of respondent by filling in questionnaires yourself.
The quality and attractiveness of online survey studies vary enormously.
Preventing high dropout rates
Sometimes I stumble upon online questionnaires that are just truly dreadful to fill in, and lead to respondents dropping out.
Making research fun!
Filling out questionnaires is something I really like to do. I get to see new methods and gain ideas in how to improve my own questionnaires, both on wording, technical issues and lay-out.
Which of the sports below do you practice?
Take the next example for instance. It is quite a long list with options, but it isn’t even the longest list I have seen.
Research is a profession that is constantly evolving. My passion for research starts with making a questionnaire that is fun and easy to fill out.