ryan smith -- immediate future of data collection or usability bench marking with surveys

TM Sophisticated research made simple.

The Immediate Future ofData Collection

Presented by Ryan Smith

My Idea of Usability…

The Qualtrics Journey….

BuzzWord Bingo

KISS: It’s Data Collection

Voice of the Customer

Enterprise Feedback Management

Customer Loyalty Systems

Corporate Inner-Intelligence

Agenda

The Immediate Future of Data Collection

Where We’ve Been: Data Collection Prior to 1999

1 “We Need Primary Research” 2 Fight for Budget 3 Hire a Research Firm

4 Focus Group - or - Survey / Paper Models

“Chose Your Own Adventure” Surveys

5 Scheduling & Execution

6 Wait for the Data

Internet Distribution

DIY: Do It Yourself

Where We’ve Been: Data Collection Post 1999

New Challenges: Subject Fatigue

Go Away!

Evolution: The Immediate Future of Data Collection

More Interactive

More Intelligent

More Immediate

WE A

RE HERE

More Interactive Making Date Collection More Engaging to Overcome Subject Fatigue

Legacy Next Generation

More Interactive Making Data Collection More Engaging to Overcome Subject Fatigue

Legacy Next Generation

(Not Available)

More Interactive Making Data Collection More Engaging to Overcome Subject Fatigue

Hot Spots

More Interactive Making Data Collection More Engaging to Overcome Subject Fatigue

Pick, Group, & Rank

More Intelligent Making Data Collection Extremely Dynamic & Observant

1. More Personalized Experience From:

• On-the-Fly Analysis & Stats

• Historical Insight / Data Integration

2. Capturing & Using Session Insights

3. Better Subject Selection

More Intelligent Making Data Collection Extremely Dynamic & Observant

Skip Logic

Display Logic

Legacy Next Generation

Statistic Based Work-Flows

…that can even include stats calculated from previous survey and external databases…

More Intelligent Making Data Collection Extremely Dynamic & Observant

Example: Using Session Information to Improve Data Quality

More Intelligent Making Data Collection Extremely Dynamic & Observant

Example: Interrupted Decisions

Jonathan Levav

More Intelligent Making Data Collection Extremely Dynamic & Observant

Example: Becoming More Predictable

Dan Ariely

More Intelligent Making Data Collection Extremely Dynamic & Observant

Better Subject Selection

More Intelligent Making Data Collection Extremely Dynamic & Observant

Better Subject Selection

• URL Parameters• Site History• Time on Site• Device Type• Day• Date• Time• Cookie Values• HTML Values• JavaScript Values

More Intelligent Making Data Collection Extremely Dynamic & Observant

Example: Abandoned Shopping Carts

More Immediate More Collection Points, Faster Analysis, & Instant Studies

More Collection Points

More Immediate More Collection Points, Faster Analysis, & Instant Studies

Instant Full-Statistical Results Updated with Every Response

More Immediate More Collection Points, Faster Analysis, & Instant Studies

More Do It Yourself

More Interactive

More Intelligent

More Immediate

1 Usability is Not My Strength 2 Avoid Hype – It’s Data Collection 3 Evolution – We’re Chimps

4 Subject Fatigue is Driving Future

In Summary…