Voodoo Brand Research & Consultancy | +44(0)20 7723 6000 | www.voodooresearch.com

It’s time for a new kind of quant

Why it’s time

3

What is the point of research?

To find out what people

think, feel and do…

And why they think, feel

and do those things

4

What is the point of research?

Finding out why people

think, feel and do as they

do can be hard…

That’s why research is

interesting

5

It can be hard because people…

Don’t pay

attention

Don’t

understand

Are

reluctant

to tell you

some stuff

Can’t

articulate

what they

feel

Have false

memories

May not

have

thought

about

Need help

to work

out how

they feel

Can’t be

bothered

to put in

the effort

6

Traditional quant is bad at the hard stuff

Don’t pay

attention

Don’t

understand

Are

reluctant

to tell you

some stuff

Can’t

articulate

what they

feel

Have false

memories

May not

have

thought

about

Need help

to work

out how

they feel

Can’t be

bothered

to put in

the effort

It is happy to just ask a

question and accept

answers at face value

Traditional quant just goes on and on

Or on and on and on and on

A new approach: ask nicely, get more

10

Change the nature of your survey

Earn

attention

Make

things

graspable

Make it

enjoyable

Make it

easier

Encourage

deeper

thinking

Bring issues

alive

Listen and

respond

Hold a

conversation

Why?

1 . Pe o p l e w i l l t e l l y o u m o r e , a n d r eve a l m o r e

2 . Yo u c a n a s k m o r e a n d ex p l o r e m o r e d e e p l y

3 . Yo u c r e a t e a p o s i t i ve t o u c h - p o i n t

How to ask nicely

13

• Creating interest

• Simplicity

• Being visual

• Prompting deeper thoughts

• A narrative

• Working across platforms

• Making it better for everyone

Drawing respondents in is all about…

14

Capture ‘instant’ responses

• Often we want to capture gut reactions

• So we’ve borrowed ‘swipe right or left’

• It’s more engaging…

• Easy to use…

• And reaches a deeper ‘System 1’ truth

15

Go deeper

• Sometimes, we want people to think deep

• We have tools to do this…

• For example our 2-D mapper

• People drag and drop their choices

• UX testing shows that users get it and like it

16

Listen to their ‘confession’

• Our ‘confessional’ question lets

consumers tell their story

• Simply and easily

• And the story responds to the users

input…

• So they shape the story they tell

17

Help people express themselves

• Sometimes people need a little help to

access what they feel

• Using ‘tangential imagery’ we prompt

deeper open-ended responses…

• With key insights extracted from the

follow-up ‘why’ question

18

Use pictorial or verbal feedback

• Few people often think in numbers

• So why fixate on number scales

• Use things that help them give

better answers

The cross-platform imperative

20

• The big challenge is to deliver the same

survey experience across all platforms

• Specifically, a survey must not simply

‘work’ on a mobile…

• It must engage and work beautifully

• Headlights® does

• It includes question types (like ‘swipers’)

designed perfect for the platform

A great experience, everywhere

Asking nicely put to the test

22

What users said in UX testing

Thought

provoking Intuitive Fun, immersive

“It’s the kind of thing people would do on the go. It’s not

that far off a game like Candy Crush”

“You’re entertaining them as well as asking them to answer

a question”

“You get to see a graphical representation of what your tastes are…I found myself

wanting to give an accurate answer”

“Because it’s interesting you

don’t feel so much like you’re doing someone a favour”

“You’re not being asked to transfer your experience into a number – it does that for

you according to where you move it on the screen”

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Thousands of positive user responses

It works“I think its great how the

questionnaire has been set out with the personal design (i.e.

choosing wallpaper), the presentation and how up to date

technologically it is.”

“COOL QUESTIONNAIRE!”

Great online survey. Used to do paid surveys and this one is

much better than any of those

“I like how you design your surveys... I actually WANTED to

do it!”

“Better than other boring questionnaires I have had to fill out before!” “I loved this it was fun and a

fantastic idea choosing your own background and frame”

“Love the structure and the style to the

questionnaire, kudos :)”

“I absolutely love the idea of personalizing

your screen for this survey!”

“Banging”

“I think the on-line stuff is great - I think I can be even more honest”

“A brilliant survey”

“Great Work Guys”

“Excellent Survey, Great aesthetic design and user-friendliness.”

Like the way they're presented. Love the little spider on the right.

“All surveys should be like this”

“Thanks for making the surveys a lot more interesting!”

“I definitely felt more alert while completing it and am sure I put more thought into my answers”

“It makes you think a lot more about the questions and answers”

“It showed that the people behind the survey cared about the questions so therefore I did too”

“Great, engaging and make you think”

“I like it... other surveys are more boring and bland in comparison to this one.”

“I really liked the way this survey was presented. I could actually think about my answer and not have to work out what the question was actually asking.”

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• Two matched samples of 500 adults took part in a retail survey with follow-

up questions about the nature of the experience

• The only difference – one was conducted using Headlights® (our survey

software)…

• The other used a leading commercial software package

A side-by-side comparison

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• Headlights ® more than three times as enjoyable (44% vs 13%)

• Headlights ® over twice as effective at getting respondents ‘really thinking’

(42% vs 20%)

• Headlights ® virtually eliminated ‘flat-lining’ (0.4% vs 8.3%)

• Headlights ® doubled the number willing to participate again (50% v 25%)

The benefits of asking nicely

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See it in action and find out more

Visit https://www.voodoores.co.uk/demo/

Call Luke, Matt or Vaughan on +44 20 7723 6000

Voodoo Brand Research & Consultancy | +44(0)20 7723 6000 | www.voodooresearch.com

Try asking nicely