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Explore the next frontier of online surveys using visual and interactive design techniques. Learn how advanced interactive visual questions can: 1) Maximize respondent engagement, 2) Encourage more thorough, detailed responses to questions, and 3) Generate higher panel retention rates. Presenters: Su Ning Strube - Vision Critical Yola Zdanowicz - Vision Critical
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CASRO PANEL CONFERENCE 2008 Miami
Maximizing respondent engagement through survey design
Presented By:
Su Ning Strube, Vision Critical
Yola Zdanowicz, Angus Reid Strategies
Presentation Outline
• User Interface Design• Hypothesis• Methodology• Respondent Engagement• Impact on Survey Data• Conclusions
Survey Terminology
• Flat– Traditional online survey approach with check boxes and
radio buttons from the host operating system– Familiar “flash card” navigational metaphor
• Fusion– Advanced design utilizing rich media techniques– Developed in Adobe Flash
Hypothesis
• Fusion relative to flat:
– Higher respondent engagement
– Survey perceived as shorter
– Higher completion rates
Methodology and Sample Design
• Online data collection
• Sample sourced from Angus Reid Forum
• Respondent qualification– Flash Player version 8
• Split sample design (1246 Fusion/1227 flat)
• Two languages (English/French)
• Data weighted to Canadian population demographics
Design and Presentation of Controls
Combined Questions
Follow-on and Pop-up Questions
Scale/Sort Questions
Respondent Engagement
Fusion is clearly more fun to complete, enjoyable and engaging.
Future Participation
Fusion is a more powerful vehicle for promoting participation in future research.
Perceived Length
Fusion and flat were perceived as equal in length. In reality, Fusion took longer to complete.
Response and Completion Rates
Completion rates high for both surveys but higher for flat.
Impact on Survey Data
• No difference between Fusion and Flat for the majority of questions:– Food consumption (behavior)– Purchasing of food (behavior and knowledge)– Demographics– Computer technical profile
• No difference between Fusion and Flat across different types of questions:– Combined questions– Follow-on & Pop-Up Questions
• Exceptions were open-ended questions, knowledge questions with “don’t know” option, scale/sort exercise.
Impact on Survey Data :: Open Ends
Fusion encourages more detail.
Open Ended Questions
Impact of Survey Data :: Knowledge Questions with “Don’t Know”
Fusion results in more “don’t know” responses.
Knowledge Questions with “Don’t Knows”
Impact of Survey Design :: Scale/Sort Exercise
Greater scale use with Fusion, towards stronger disagreement
Impact of Survey Data: Scale/Sort Exercise
Conclusions
• Fusion relative to flat:
– Higher respondent engagement– Perceived as equal in length – in reality Fusion
takes longer – High completion rates for both but lower for Fusion – Greater detail for open ended questions– Greater use of “don’t know” for select knowledge
questions– Greater scale use – particularly toward stronger
disagreement
Conclusions
• Promise for Fusion bodes well for the future of panels
– Helps to keep panelists interested and engaged– Could improve retention rates– Encourages panelists to provide thoughtful, detailed responses to
research questions– Challenges the mantra of “shorter is better”
• More research is needed (i.e. usability testing) to expand our knowledge of:
– Respondent engagement– Strengths & weakness of specific question design– Overall completion rates
Q&A