Ranking 15 different characteristics
“Meten is weten” (measuring is knowing) as we say in Dutch. For two years now I have worked in market research and I think doing research is really important. Due to my profession and interest, I regularly fill in questionnaires. Not only to support our industry but to satisfy my own curiosity as well.
Without our panel members we are lost and, therefore, it is of vital importance to keep these members engaged. Engaged with the research community and engaged with filling in questionnaires.
Unfortunately, questionnaires are not always aimed at sustaining or increasing engagement. I came across such an example recently, which is highlighted below. My motivation to continue filling in this questionnaire decreased dramatically.
The goal of the question is to rate different characteristics of a new job/employer based on their importance, by ranking them. To rank items in such a way makes it difficult for respondents to get an easy overview of their own ranking.
This can easily be prevented with a much more visually attractive set-up. See the example below. A respondent can drag the most important items to one of the numbers on the right side. This set-up makes it easier to answer the question. Furthermore, it will result in more reliable data as the respondents immediately get to see their own ranking overview. They can reflect and maybe change some items within the ranking.
It’s very important to keep panel members involved and motivated. After all, we need our panel members to provide our clients with valuable insights.
If you look at the past 10 years, we can conclude that mobile phones have changed our lives. It not only influenced our personal lives, but it also changed business.
Catching a movie
A seemingly obvious mistake, when you take that second glance, but not so obvious when writing your own questionnaire.
Using social stories in questionnaires
Wouldn’t it be more useful for a respondent to see these commercials in environments where they are normally showed?
Shopping for tea
I recently came across a technique that caught my attention since it really improved both my engagement and the reliability of my answers.
The solution to screening-out respondents
Screening-out respondents can disappoint respondents, because they can’t give their opinion.
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.