Taking Quantitative Research to a New Level
- 1. Voodoo Brand Research & Consultancy | +44(0)20 7723 6000 | www.voodooresearch.com It’s time for a new kind of quant
- 2. Why? Because people often don’t say what they mean or mean what they say
- 3. 3 People are less than transparent for a host of reasons Don’t pay attention Don’t understand Are reluctant o tell you some stuff Can’t articulate what they feel Have false memories May not have thought about Need help to express what they feel Can’t be bothered to work at recalling what really went on
- 4. Traditional quant surveys are often dull and do little to engage
- 5. This traditional-style quant does very little to get to the real truths
- 6. The answer. Create research that people want to engage with
- 7. 7 We can change the nature of the survey Earn attention Make things graspable Make it enjoyable Make it easier Let people express themselves Bring issues alive Listen and respond Hold a conversation
- 8. Through engagement we… 1 . F o s t e r g r e a t e r p a r t i c i p a t i o n 2 . G e n e r a t e b e t t e r q u a l i t y r e s p o n s e s 3 . C r e a t e s u p e r i o r c u s t o m e r t o u c h - p o i n t s
- 9. 9 • Creating interest • Being stimulating / provocative • Being visual • Enabling people to tell their story • Making it easy (and working on any platform) Engagement is all about…
- 10. 10 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
- 11. 11 Go deeper • Sometimes, we want our respondents 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
- 12. 12 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
- 13. 13 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
- 14. 14 Pictures can help people give better answers
- 15. Put to the test: Our approach left everyone happier
- 16. 16 • We and The Caravan Club (now the Caravan and Motor-homing Club) conducted a ‘side by side’ test • We wanted to discover how a slightly older customers would respond to our approach… • (Conventional wisdom had it they would prefer a more traditional survey) • We took their existing study and radically redesigned it • Then, for two waves, our Headlights® platform ran side-by-side with a leading, traditional industry supplier The test
- 17. 17 • Our approach was rated more than three times as enjoyable (44% vs 13%) • It was over twice as effective at getting respondents ‘really thinking’ (42% vs 20%) • It virtually eliminated ‘flat-lining’ (0.4% vs 8.3%) • We doubled the number positive about future participation (50% v 25%) • We increased overall volume of open-ended responses by over 60% Surprise, surprise, engagement wins
- 18. 18 How enjoyable did you find this survey? (5-point scale) Base: All industry standard (364), all Headlights® (317) Positive enjoyment levels almost tripled % 4 21 70 30 54321unenjoyable enjoyable 26 47 25 11 54321 73 unenjoyable enjoyable 25 Voodoo’s Headlights®Industry standard
- 19. 33 151413 25 7655 10987654321 19 How deeply did this survey get you thinking? Base: All industry standard (364), all Headlights® (317) ‘Thinking deeply’ increased dramatically % 21 Not at all A great deal 77 28 19 1213 3332 10987654321 42 Not at all A great deal Voodoo’s Headlights® Industry standard
- 20. 20 Headlights® generated much more open-ended feedback Words per answer 14.3 19.3 33.5 35.8 11.7 22.3 21.5 19.7 Open 1 Open 2 Open 3 Open 4 Base: All industry standard (364), all Headlights® (317) Voodoo’s Headlights® Industry standard
- 21. 21 What users said in UX testing Thought provoking IntuitiveFun, 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”
- 22. 22 And here are a few of the thousands of positive 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.”
- 23. 23 Get more from your quant Visit https://www.voodoores.co.uk/demo_new Call Luke, Matt or Vaughan on +44 20 7723 6000
- 24. Voodoo Brand Research & Consultancy | +44(0)20 7723 6000 | www.voodooresearch.com It’s time
Editor's Notes
- #9: Why ask nicely? The benefits are pretty self-evident. It helps foster greater participation. It generates richer, deeper more considered responses. And, self-evidently, your survey is a customer touch-point. It can be nice, or not.
- #18: We all know that the way that you ask for things can have a dramatic effect on outcomes. Switching to Headlights