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
reg.baker@marketstrategies.com
www.thesurveygeek.com
19

Reg baker main stage - 2011

Recommended

Recommended

More Related Content

Similar to Reg baker main stage - 2011

Similar to Reg baker main stage - 2011 (15)

More from Ray Poynter

More from Ray Poynter (20)

Recently uploaded

Recently uploaded (20)

Reg baker main stage - 2011