jon puleston training day - 2012

A Presenta*on from The Fes*val of NewMR – Training Day

3 December 2012

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A 20 Minute Guide To Designing BeIer Online Surveys Jon Puleston, Innova:on GMI Interac:ve

Jon Puleston, GMI, UK Festival of NewMR 2012 – Training Day – Session 2

A 20 MINUTE GUIDE TO DESIGNING BETTER ONLINE SURVEYS

By JON PULESTON VP Innovation GMI Interactive


ENTERTAINMENT = CONCENTRATION

THINK OF A SURVEY AS A PIECE OF ENTERTAIMENT


- 10 20 30 40 50 60 70 80 90

100

Fun Answer time Straightling

Average index: Fun v Answer Time v Straight-lining

v1 v2 v3

ENTERTAINMENT = CONCENTRATION

Source: GMI/Malinoff 2011, Index of average score across 3 versions of a survey


IS THIS GAMIFICATION?


GAMIFICATION HAS BECOME A METAPHOR FOR TAKING A MORE CREATIVE APPROACH TO SURVEY DESIGN


GAMIFICATION? COPY WRITING/ ART DIRECTION


THE CREATIVE CHALLENGE OF ONLINE RESEARCH IS WORKING OUT HOW TO MOTIVATE PEOPLE TO THINK & THINK IN THE RIGHT SORT OF WAYS


WHY WOULD ANYONE WANT TO DO MY SURVEY?

FIRST QUESTION TO ASK YOURSELF:


WHAT IS THE HOOK?


Retail segment’n

survey Evaluating a product

Survey about Baby

wipes

Media touch point

survey

SURVEYS WITH HOOKS DELIVER BETTER FEEDBACK

IMPACT = 20%+ IMPROVEMENTS IN FEEDBACK

-50% Dropout

x6 feedback

+20% thought

90th percentile


WHAT’S YOUR SURVEY’S CHAT UP LINE?

“Which of the following confectionary products have purchased for yourself or a family member in the last 2 weeks darling?”


CAN YOU THINK OF A QUESTION THAT WILL GET THEM THINKING ABOUT THE TOPIC…

“How would you feel if the government banned chocolate?”

“Which of these confectionary brands are you aware of?”


EMPLOYING A KEY QUESTION…

“Do wish you could find a cheaper source of ink?”

A survey about investments?

A survey about Inkjet cartridges?

“Do you feel your money is effectively invested?”


REALIZE THE POWER OF WORD PLAY


How much do you agree or disagree?

How much like you are these people?

How much do you like this brand?

How happy would you be to wear this brand on your T-shirt?

Make a list of your favourite films?

You’re on a trip to Mars, which films would you take?

Which of these brands would you consider using?

In your perfect supermarket which brands would it stock?

HOW YOU WORD A QUESTION CAN HAVE A TRANSFORMATIVE EFFECT ON THE QUALITY OF FEEDBACK

x3 More

30% longer

100% More fun

+50% Thought


Evoking conjecture

A more human language

A sense of playfulness

Using NLP embedded command

Setting questions up as challenges

Using rules and conditions

Applying basic social psychology

HOW?


“IMAGINE”


Can you make a list of your favourite shops?

IMAGINE you could set up your own perfect shopping centre just with shops you want can you make a list of the shops you would have in your shopping centre?

POWER OF THE WORD IMAGINE


list your favourite shops Imagine you could design your own shopping centre


THINK OF QUESTIONS LIKE KEYS TO UNLOCK THINKING


RATE YOUR BANK ON A SCALE OF 1 TO 10

SIMPLE QUESTIONS CAN OFTEN DEMAND COMPLEX THINKING


A GOOD QUESTION CAN UNLOCK A THINKING PROCESS

IS YOUR BANK PERFECT?

THIS SEEDS A THINKING PROCESS…

YES NO

FARM THOUGHTS


ENCOURAGING MORE THINKING


We tend to treat respondents as if they are stupid…

What is your favourite colour?

Do you agree with this?

Do you like this?


Think about respondents as consultants

Pitch them the problem…

Do you like this product?

Would you invest in this product?

Case study = success of MROC communities


ENCOURAGING DIFFERENT TYPES OF THINKING


SURVEYS TEND TO BE DOMINATED BY SYSTEM 2/ANALYTICAL JUDGEMENTS

Which of these pet food products would you buy?

The one with the best ingredients

The one with the nice picture of a dog

Research says this Sales say this


AND ALSO DOMINATED BY PERSONAL JUDGEMENTS

Will you clean up after the meeting?

How likely is the average person to clean up after the meeting?

50% SAID THEY WOULD

AVERAGE ESTIMATE 10%

REALITY = 10%


SYSTEM 1 THINKING SYSTEM 2 THINKING

ME THINKING WE THINKING

Would you? Would the average person?

Would you buy this? Would you chose A or B you have 5 seconds to decide?

SOLUTIONS?

What do you think? Bet on what others think

Do you like this? If this brand was a human would you feel comfortable talking to them at a party?

Would you buy this? Would your partner buy this?

IT’S NOT AN AND OR CHOICE - ASK BOTH WAYS!


UNDERSTAND THE IMPORTANT ROLE THAT IMAGES PLAY


THIS SORT OF THING IS NOT GOOD ENOUGH


IMAGES CAN STIMULATE THE IMAGINATION

50% More

90% More

30% Better ideas +40%

Clicks


IMAGES CAN TRIGGER OUR MEMORY

65% More

35% More

40% More


…ARE MORE EASILY PROCESSED THAN WORDS


0

0.2

0.4

0.6

0.8

1

1.2

1.4

Australia China India Japan Korea Singapore US

Standard devia*on Words Faces


Technique reduces intra country variance

Intra country variance reduced by 27%


KNOW YOUR WEAPONRY


THERE ARE LOTS OF CREATIVE WAYS OF ASKING QUESTIONS


“YOU ONLY HAVE TO BLOW ON A RANGE QUESTION FOR IT TO CHANGE THE DATA” Bernie Malinoff


0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Strongly dislike

Somewhat dislike

Neither like nor dislike

Somewhat like

Strongly like

Bipolar Fully Anchored

Source: Randall K. Thomas, John Bremer, George Terhanian, and Renee M. Smith Harris Interactive


0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Do not like at all

Somewhat like

Like Strongly like Very strongly like

Bipolar Fully Anchored Unipolar Fully Anchored



0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Strongly dislike

Strongly like

Bipolar Fully Anchored Unipolar Fully Anchored Bipolar End Anchored



0%

5%

10%

15%

20%

25%

30%

Dislike a lot

Dislike Dislike a little

Neither Like a little

Like Like a lot

7 point fully anchored scale

Source: GMI


0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

1 2 3 4 5 6 7

7 point bi-polar End Anchored scale

Source: GMI Dislike alot Like a lot


0.00

0.02

0.04

0.06

0.08

0.10

0.12

0.14

0.16

0.18

0.20

1 2 3 4 5 6 7 8 9

9 point Bi-polar End Anchored scale

Source: GMI Dislike alot Like a lot


ASK WHAT DO YOU REALLY WANT TO KNOW?

IT’S A MODERN BRAND? IT’S A BRAND I TRUST?

IT’S A BRAND I FEEL CLOSE TO?

Why did you buy it?


CREATIVE THINKING SHOULD START AT INCEPTION NOT BIRTH


“THE UGLY SISTER ISSSUE”


YES IT CAN DOES “GAMIFICATION” WORK?


LIKE ADVERTISING CAN WORK


OR NOT, AS THE CASE MAY BE!


IT’S RATHER IN THE HANDS OF THE DESIGNER

jon puleston training day - 2012

Marketing

uk festival of newmr

training day session

product survey

survey design

retail segmentn survey

concentration think

better online surveys

fun v answer time v