Post on 15-Jan-2017
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”
23
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
25
• 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
26
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