What makes me enthusiastic about being a researcher is the everyday challenge of obtaining exactly those insights that can support clients in their decisions, small or big. To get there, it is not only important to ask the right questions, but also (and maybe even more so) to ask them in a way that respondents can easily and truthfully fill in the questions.
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. While I was doing this, I recently came across a seemingly small, but possibly rather impactful mistake.
After I stated I did not own a company, I still got asked how many employees my company had. Of course, I was not able to answer this question.
These types of mistakes can be quite damaging. They result in frustration among respondents because they are forced to choose an option that’s not true. This can lead to drop-outs or annoyed respondents that answer questions more negatively, possibly influencing your questionnaire’s outcomes. Furthermore, to be able to analyse the outcome of this question, answer options of respondents not owning a company have to be recoded which will cost extra time. Maybe this question was even used to obtain a specific target group, which it will definitely not do in this manner.
This mistake could have easily been prevented by thoroughly testing the survey and checking all your routings. This is in my opinion a strong example of programming and sending out a survey too quickly, which can eventually result in more time loss than gain, and possibly result in a negative impact on your outcomes.
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.