reg baker main stage - 2011

Main Stage, November 3, 2011

Survey Gamification Old Wine in New Bottles? Reg Baker, Market Strategies International

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Survey Gamification Old Wine in New Bottles?

Reg Baker

November, 2011


An underappreciated aspect of survey gamification is that it refocuses us on the key elements of question wording and overall questionnaire design.

3

Key Takeaway


4

From the archives 1968 1977 1981 1991

As surveys get longer respondents give less cogni2ve effort

Defined “respondent burden” as the combina2on of interview length, required cogni2ve effort, emo2onal stress and frequency of interview requests

Iden2fied the tendency for respondents to “straight-‐line” in large numbers of consecu2ve items that shared the same scale.

Coined the term “sa2sficing”

Cannell & Kahn Bradburn

Herzog & Bachman Krosnick


Make the survey more colorful and interactive with answering devices such as slider bars and drag and drops

-- Reid, Moredon & Reed (2007)

Adding game-like features to the

survey—a back story, a game-like aesthetic, rules for play and

advancement, a quest, rewards , etc.

-- Puleston & Sleep (2011) 5

Contemporary Solutions


Response Process Components

6

COMPREHEND RETRIEVE JUDGE RESPOND

Absorb and apply logic to ques2ons, focus on informa2on, and link key terms.

Retrieve memories and fill in missing details.

Assess relevance, integrate material, and draw inferences.

Categorize and edit responses.

1

3 4

5 6 Answer

2

Source: Tourangeau, Rips,& Rasinski, 2000

Ques/on


7

Improving Comprehension

Keep questions simple Be specific, avoid vague concepts Define ambiguous words or terms Provide examples


Imagine you are on death row and have to choose your last meal.

8

What is your favorite meal?


9

How would you describe yourself?

In exactly seven words how would your friends describe you?


10

Making Retrieval Easier

Offer cues Key to landmark events Decompose


You have an opportunity to go to the supermarket with an unlimited budget and

buy all of your favorite foods. The catch is, you only have two minutes.

11

Name all of your favorite foods


12

Aiding Judgment

Manage context Decompose Discourage lingering over a question


Ask about uses

for a brick.

13

A warm up exercise showing silly use of a cereal pack.


14

Recording An Answer

Avoid open end numeric responses Use meaningful anchors Beware of editing on self-presentation issues

1

3 4

5 6

2


15

How many hour per week do you typically spend on the World Wide Web? (open end)


16

Summary Traditional questionnaire designers and survey gamifiers share a common goal: Encourage respondents to cognitively engage with survey questions.

There is a great deal we can learn from the literature about how to write survey questions that work better for respondents.

We might also broaden our toolkit for testing questions by using alternate methods such as cognitive interviewing.

We can benefit from a broader understanding of good questionnaire design, whether we choose to gamify or not.

The problem of respondent engagement is a longstanding

one, made worse by the frequency of

survey requests and subop2mal

survey designs.


Thank You

17


Q&A

18

Reg Baker Market Strategies Interna2onal

Lenny Murphy Greenbook Blog


Thank You

[email protected]

www.thesurveygeek.com

19

Main Stage, November 3, 2011

Survey Gamification Old Wine in New Bottles? Reg Baker, Market Strategies International

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

reg baker main stage - 2011

Marketing

reg baker

usa festival of newmr

favorite foods

favorite meal

new bottles

key takeaway

requiredcogni2ve eort

valofnewmrmainstage