Webinar - How to Create a Stellar Survey Through Brainstorming
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This document provides guidance on using brainstorming to develop effective survey questions. It discusses learning objectives for a webinar on the topic and defines brainstorming. The document then outlines steps to plan and facilitate a successful brainstorming session, including choosing a topic, planning attendees and venue, selecting an exercise, establishing the right environment, facilitating the session, and assessing the results. Two specific brainstorming exercises are described - Chartstorming and Opposites Rule - along with tips for confident facilitation and adding fun elements to engage participants. The overall message is that brainstorming is a useful technique for generating questionnaire content if properly planned and led.
Webinar - How to Create a Stellar Survey Through Brainstorming
- 1. How to Create a Stellar Survey Through Brainstorming
- 3. Upon comple5on par5cipants will be able to: Learning Objec5ves § Prepare to facilitate a great brainstorming session § Use brainstorming to iden5fy important ques5onnaire content § Priori5ze content generated during brainstorming sessions § Keep brainstorming par5cipants engaged
- 4. Introduc5on
- 5. What is Brainstorming? A. A process to help you break out of standard thinking paLerns. B. Any exercise used to jumpstart a crea5ve process. C. A method of problem solving in which members of a group contribute ideas spontaneously. D. A process for using unrestrained or spontaneous par5cipa5on to generate ideas. 5 © 2016 Research Rockstar LLC In the context of this webinar, all of the above PLUS a process used to generate a list of variables for possible inclusion in a well-planned questionnaire
- 6. Why Do We Need It? § Many things block clear thinking, especially fear § Have you ever been in a mee5ng, and not fully par5cipated due to: – Fear of being wrong – Fear of standing out/being different – Fear of repercussions – Feeling you do not have permission 6 © 2016 Research Rockstar LLC
- 7. Why Do We Need It? § Have you ever been in a mee5ng to discuss ques5onnaire design, and felt its success was impeded by A. Habits B. Conven5onal wisdom C. Dominant mee5ng par5cipants D. Insufficient facilita5on E. Too many great ideas 7 © 2016 Research Rockstar LLC
- 9. Kick-off Mee5ngs § Typical survey research kick-off mee5ng agenda items: – Project objec5ves – Sampling plan – Research deliverables – Timelines – Dependencies – Escala5on process – And….. © 2016 Research Rockstar LLC 9 Hypothesis generation!
- 10. Why have we experienced a sharp increase in customer defections? Idea A Idea B More! What types of marketing messages are likely to resonate with our target customers as we roll-out this new product or solution? Idea A Idea B More! If we discontinue our print catalog, how might sales change? Idea A Idea B More! © 2016 Research Rockstar LLC 10 Project Objectives = Brainstorming Topics Brainstorming Needs
- 11. Have you ever completed data collec5on and realized…. § You missed some important ques5ons? § You can’t conduct all of the analysis you would like because you don't have all of the right variables? 11 © 2016 Research Rockstar LLC
- 14. Step 2: Plan Your ALendees & Venue § Number of par5cipnts – 3-5: Run “individual” versions of tasks – 5 to 20: Run “team” versions – More than 20? Can be tough. BeLer to run separate sessions § Par5cipant aLributes – Diversity is key. Seek a mix of: – Job 5tles – Seniority – Client interac5ons – Personality types § Venue – Sufficient room to move, especially if doing team-based versions – Temperature control 14 © 2016 Research Rockstar LLC
- 15. Step 3: Select a Brainstorming Exercise § We’ll cover two that work well for survey planning – But there are many, many!! – 100s of books on brainstorming have exercises that can be easily modified for survey planning § As we go over the two sample exercises think about which one: – Would be most likely to ignite your project teams – Would be comfortable for you to facilitate 15 © 2016 Research Rockstar LLC
- 17. Chartstorming Steps § Goal: Use “thinking with the end in mind” § Result: A list of items sorted based on importance and ac5onability § The winners should be used to crap ques5ons, answer op5ons and scales 17 © 2016 Research Rockstar LLC
- 18. Chartstorming Steps 1. Have each team design 5 “must have” charts or other visuals displays on Topic § “Imagine it is the end of our project, and you only get 5 charts. What are they? Sketch them out. No points for ar5s5c talent.” 2. Display all sketches on the wall 3. Facilitate: § Consolidate based on overlaps/redundancies § Rate the “keepers” on 5=point scales of scales of importance and ac5onability § Calculate the winners and sort in order from high to low § Ask par5cipants: Any surprises? § Use the charts to create a list of variables, which can then be turned into quesFons 18 © 2016 Research Rockstar LLC
- 20. Opposites Rule § Goal: Use contrasts to challenge conven5onal thinking § Results: A list of items sorted by poten5al survey value 20 © 2016 Research Rockstar LLC
- 21. Opposites Rule Steps § Present pre-planned hypotheses related to the Topic – Get team members to edit or agree on a final set of 3 – 5 § Re-write them as opposites § Ask each team to generate its ideas – Give them at least 10 minutes § Have each team present their “top 5” – For each item they present, have the group rate them on poten5al survey value § Sort the finalists based on group consensus § Use the ideas to create a list of variables, which can then be turned into quesFons © 2016 Research Rockstar LLC 21
- 22. Example § For a hypothe5cal market segmenta5on study: you want to iden5fy segments that will be priori5zed based on propensity to buy your product. § Opposites approach: – Task: Describe a person who would NOT buy our product. – Employment? – Age? – Magazines they read? – Car brand? – Aetude? – Behavior? – Clothing style? – Favorite TV show? 22 © 2016 Research Rockstar LLC
- 26. Step 4: Establishing the Right Environment Welcome attendees Establish Trust State Topic Smile and encourage! Avoid filtering: “Variety is key!” Write down ALL ideas Add fun 26 © 2016 Research Rockstar LLC Great Brainstorming Requires a Great Team Dynamic
- 28. Step 5: Facilitate! § Facilitate your exercise. – Don’t rush it § Don’t let any one person dominate— including yourself! © 2016 Research Rockstar LLC 28 “If you are only hearing from the same people…you are not going to likely reinvent or innovate much of anything.” Source: h;ps://hbr.org/2009/05/how-to-lead-be;er-brainstormi
- 29. Planning Ahead Boosts Confidence! © 2016 Research Rockstar LLC 29 You can do it! Really nervous? Invite a colleague to co-facilitate
- 31. Great Facilitators Add Fun! 1. Give par5cipants stress balls, Rubik's cubes, other things to “play” with 2. Bring a buzzer or funny “sound” machine 3. Remove the conference table 4. Add movement: – Bring a sop/foam ball and ask people to toss it aper they take their turn 5. Ask them to role play: – Do the exercise as if you were “Clint Eastwood”, “Beyoncé” “Bill Gates”, “a 3 year old”, “Tom Brady”, “Richard Branson”, etc. 31 © 2016 Research Rockstar LLC
- 32. Step 6: Assess! The Survey Suitability Test § Review the ideas/finalists – Are we asking something that people are able to easily answer? – Are we asking something people will be willing to answer? – Are we asking with an appropriate Fme frame? – Are we asking something too hypotheFcal? 32 © 2016 Research Rockstar LLC