Market research is really interesting, as it collects present day data from real people. This enables us to draw conclusions about the situation of a brand or perception of a product in this particular time. Hence, engagement of respondents is vital. I believe that it is important that questionnaires are fun and easy to fill in. In that way, respondents provide us with valid answers and keep filling in questionnaires.
In order to enhance engagement, I think that it is important to create interaction possibilities for respondents. While filling in a questionnaire recently, I came across a good example. Multiple agencies ask respondents to provide feedback at the end of the survey. This is a great way to create interaction. However, this interaction can be improved further, as shown below.
In this example, respondents can, besides rating the questionnaire, provide more detailed feedback. They can indicate the reason why they are not satisfied with the questionnaire easily by choosing between different buttons. This gives the respondents the feeling that their opinion is important and appreciated. That enhances the engagement.
I think it would be great to integrate such a feedback mechanism in all questionnaires, besides rating or grading options. In that way, engagement is enhanced, and respondents are happier. This enables valid research and drawing conclusions about today’s situation.
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.