Summer Camp Designing engaging questionnaires to deliver high

Summer Camp Designing engaging questionnaires to deliver high response rates Presented by Steve Bax Managing Director Bax Interaction Limited

Summer Camp Overview This webinar will explore the key principles behind effective questionnaire design. It will include current thinking on how best to engage potential respondents and thereby improve completion rates.

Summer Camp Content 1. Introduction 2. Defining the research process 3. Questionnaire design and piloting 4. Engaging the respondents 5. Research design checklist 6. Questions

Summer Camp Resources required Research phases Defining Phase Start Piloting and Design Phase Engagement including prequalification Reminders Analysis, reporting and review phase Time Finish

Summer Camp Why use questionnaires? § Primarily to acquire quantitative information from respondents § Also provide qualitative insights § Reasons include: - § Identifying, evaluating and sizing existing and new markets § Testing reactions to new products and services § Measuring performance § Satisfaction surveys § And more

Summer Camp Defining

Summer Camp Defining § Purpose § Research objectives § The ‘shopping list’ § Data to be collected § Research vs. . volunteered § Target audience(s) § Delivery mechanisms § Previous experience

Summer Camp Research objectives The objectives are key and must generate the topics for investigation. The wording can imply a certain method § E. g. to measure = quantitative § E. g. to explore = qualitative Consider other terms: goal, aim, purpose and hypothesis

Summer Camp Stop and think § What is my ‘shopping list’? § What data do we need at the end of the process? § Is it pure marketing research or volunteered data? § Who do we need to gather data from? § What are the implications on method and design? § What have we learnt from previous or others’ research successes or failures?

Summer Camp Selection of delivery mechanisms

Summer Camp Online surveys Advantages Disadvantages § Low cost § Declining response rates § Fast § Incomplete cover § International coverage § Biased responses possible § Creative opportunities § Effective for qualitative and quantitative data collection

Summer Camp Written and postal surveys Advantages Disadvantages § Geographical reach § Cost due to postage rates and printing vs. online § Control over the process § Quantity of data that can be gathered § Respondent perceptions § Slow to administer § Response rates § Self-selecting samples - bias

Summer Camp Telephone based questionnaires Advantages Disadvantages § Low cost vs. face to face § Refusal rates § Fast § International coverage § Sugging and frugging perceptions § Control over process § Limited duration § Understanding checking possible

Summer Camp Multi mode approaches Snap Surveys and Silver Dialogue findings with National Trust visitors

Summer Camp MMR ‘Dia. Logs’ APP

Summer Camp DESIGN AND PILOTING

Summer Camp Design § Fundamentals § Relevance § Usability § Layout and appearance § Question and response construction § Methodology § Qualitative vs. . quantitative building blocks § Multi-mode approaches § Sampling § Open and closed question mix § Piloting

Summer Camp Key design principles 1. . . the rigour, integrity and quality of data. Neither interviewers nor respondents should be confused or bored by any questionnaire. 2. The guiding rule can be expressed as ‘doing justice to how people would normally talk about things’. Source: MRS – Questionnaire design guidelines

Summer Camp ‘Funnel’ sequence As a rule – progress from the general to the specific 1. Gain understanding of broad context of opinions held 2. THEN the nature and strength of opinion in a given area 3. Step by step to the detail underpinning these ALWAYS PILOT TEST

Summer Camp Questionnaire construction § Target audience § Develop question topics § Select question and response formats § Select wording § Determine sequence § Design layout and appearance § Clear instructions § MRS/DPA considerations

Summer Camp Layout and appearance § Introduction § Spacing § Numbered headings and sections § Numbered questions § Length § Quality of production – on and offline § Use of sequencing, routing, piping and a variety of response mechanisms § Clear instructions § Use of colours to indicate changes in areas being questioned § Font and text size

Summer Camp Types of question § Behavioural - market size, market share, usage rate, awareness § Attitudinal - image and attitude surveys, brand mapping, help build market share § Classification - all surveys

Summer Camp Behavioural questions § Have you ever ……? § Who do you know …………? § How many …………. ? § When did you last ………? § Do you have ………? § Who does …………?

Summer Camp Attitudinal questions § What do you think of ……? § Why do you …………? § Do you agree or disagree ………? § How do you rate ………? § Which is best (or worst) for ………?

Summer Camp Question / response formats § Closed questions § Open-ended questions § Scales § Variety is key

Summer Camp Closed questions § Dichotomous § Two possible answers § Multiple choice § Three or more answers! § Collectively exhaustive § Mutually exclusive § Pros and cons

Summer Camp Open-ended questions Completely unstructured - interviewer or respondent writes answer Three key open-ended questions are useful: 1. What is good? 2. What is bad? 3. What improvements could be made? Advantages Disadvantages § Full answer § Misinterpretation § Exploratory § Speed § Coding / analysis

Summer Camp Classification questions § Examples § Age § Gender § Household status § Marital status § Social class § Education level § Industrial occupation § Number of employees § Location § Neighbourhood

Summer Camp Use of scales § Forced vs. . non forced § Forced § Doesn’t allow ‘middle ground’ § Non forced § Allows neutral views e. g. ‘neither expensive or inexpensive’ § Balanced vs. . unbalanced § Most balanced e. g. equal number + as – § Unbalanced used where ‘end piling’ is expected e. g. Car safety features

Summer Camp Question wording § Ambiguous questions § Double barrelled § Leading / loaded questions § Checking questions § Choice of statements to measure § Implicit assumptions § Language § Tone

Summer Camp Design variations Desk research A B C Qual stage D Quant stage F Final report E

Summer Camp Ensuring relevance to the audience § Screening § Sampling § Research currency § Timeliness § Clear explanation of reason target chosen and mutual benefit

Summer Camp Online design options § Progress indicators § Forward and back buttons § Self checking § Filtering § Routing § Piping § Radio buttons § Sliders

Summer Camp Online design options § Video / visuals / documents as stimuli and intuitive response mechanisms § Audio comments § ‘Click and drag’ § Select and deselect in a visual context § Voting on visual contexts § Hotspot mapping § Timed responses

Summer Camp The power of pilot testing § Defining parameters § Improving design aspects § Adding key questioning areas missed § Assessment of mix of closed vs. . open questioning § Ensuring understanding and logic § Checking completion timing § Checking perceived response likelihoods

Summer Camp Engagement

Summer Camp Engagement § Pre-qualification § Landing timing § Reminders’ timing and impact § Incentivisation § Current environment

Summer Camp Pre-qualification – “What’s in it for me? ” § Why should the target respond? § Transparency and consent § Justification § Relationship building § Mutual benefit § Sampling should be used to reduce data fatigue § Relevance critical § Incentive? § Pre-contact § Multi-mode approaches § Attention grabbing headlines and titles needed

Summer Camp Response rate trends 39

Summer Camp Timing § Initial survey invitation – online § Monday pm optimal* § Reminders § Avoid over-use of reminders § 2 reminders appear to generate optimal additional returns currently** § Typically 50% of initial response following reminder 1 and… § 50% of response to reminder 1 following reminder 2 Sources: *Lightspeed Research survey timing tests / **Bax Interaction further education surveys results 2012/2013

Summer Camp Incentivisation § Consider target audience(s) § Perceived value § MRS rules § Include in pilot testing § Previous experience § Comparable surveys

Summer Camp Current environment § Time poor audiences § Data fatigue – many are over researched § Instant gratification culture § Low attention spans § Desire for intuitive design § Desire for simplicity § Base of ‘tech savvy’ respondents growing § Digital environment changing attitudes to research

Summer Camp Getting it wrong? § Ofsted example (Please tick) 1. My child enjoys school. 2. My child is making good progress because the teaching is good at school. 3. I feel that my child is safe and well cared for at school. 4. Behaviour in school is good. 5. The school is well led and managed. 6. The school takes account of children’s views. 7. The school seeks the views of parents/ cares and takes account of their suggestions and concerns. 8. Additional comments: strongly agree disagree strongly disagree unable to comment

Summer Camp Engage your targets to gain optimal response rates Design checklist - getting it right

Summer Camp Checklist - 1 1. Methodology § Relevance to the target audience? § Delivery mechanisms – right for the target audience? § Expected response rates to be measured? § Has previous experience been applied?

Summer Camp Checklist - 2 2. Questions § Number of and logical order? § Relevance and appropriateness to the audience and the required outcomes? § Tone / language? § Ease of understanding? § Clarity of instructions? § Classification questions at the end?

Summer Camp Checklist - 3 3. Responses § Variety and use of scales and other mechanisms for scoring responses? 4. Testing § Has a pilot test to identify possible improvements including length, layout, question order and whether content is meeting the objectives been done?

Summer Camp Checklist - 4 5. Introduction § Timing for completion? § Explanation of purpose? § Gaining consent? § Explanation of how respondents’ data will be used? § Incentives being offered? § Meeting regulatory requirements?

Summer Camp Checklist - 5 6. Layout § Attractiveness to the respondents? § Colour, fonts, branding, visual appeal? § Clear routing instructions? § Effective use of filtering and piping? § Use of numbered questions and sections?

Summer Camp Checklist - 6 7. Structure § Is there the right mix of open and closed questions? 8. Post survey planning § How will the results be analysed, findings presented and followed up?

Summer Camp Q and A?

Summer Camp Contact details Steve Bax DMS MCIM AMRS FCMC Chartered Marketer Bax Interaction Limited Research - Strategy - Training Consultancy Cambridge www. baxinteraction. co. uk T. 01223 864011 M. 07778 407676