Take your time
Research is a profession where lots of mistakes can be made. My passion for research starts with making a questionnaire that is fun and easy for respondents and doesn’t take too much time to fill out. In that way, the most valid responses will be obtained which ensures high quality insights for our clients.
Recently, I received an invitation to fill out a survey. Below you see an extract from the invitation:
At the moment you have xxx points. Herewith we invite you for a new research.
Note: this survey takes about 80-100 minutes to fill out, so take your time.
My first reaction to this invite was: “What?? Seriously? I am not going to fill this out!” So, this is the first downfall of this mistake; it is probably very difficult to find respondents who want to fill out this survey. At the same time, it can lead to response bias, since people that are willing to fill out such a long survey, must take a special type of person. Other risks are that respondents drop-out before completing the survey, that people start to rush through the survey or will skip parts of the survey. These issues will lead to low data quality or unusable responses.
A mistake like this can easily be prevented though. My advice is that surveys should not be longer than 20 minutes to fill in. Preferably, surveys should be a maximum of 10 minutes. Also, always fill out the survey yourself (is it easy and fun?) and see how long it takes to fill out and imagine if you were a respondent yourself.
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.
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.