3. 3
People are less than transparent for a host
of reasons
Don’t pay
attention
Don’t
understand
Are reluctant
o tell you
some stuff
Can’t
articulate
what they feel
Have false
memories
May not have
thought about
Need help to
express what
they feel
Can’t be
bothered to
work at
recalling what
really went on
7. 7
We can change the nature of the survey
Earn
attention
Make things
graspable
Make it
enjoyable
Make it
easier
Let people
express
themselves
Bring issues
alive
Listen and
respond
Hold a
conversation
8. Through engagement we…
1 . F o s t e r g r e a t e r p a r t i c i p a t i o n
2 . G e n e r a t e b e t t e r q u a l i t y r e s p o n s e s
3 . C r e a t e s u p e r i o r c u s t o m e r t o u c h - p o i n t s
9. 9
• Creating interest
• Being stimulating / provocative
• Being visual
• Enabling people to tell their story
• Making it easy (and working on
any platform)
Engagement is all about…
10. 10
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
11. 11
Go deeper
• Sometimes, we want our respondents 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
12. 12
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
13. 13
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
15. Put to the test:
Our approach left everyone happier
16. 16
• We and The Caravan Club (now the Caravan and Motor-homing Club) conducted
a ‘side by side’ test
• We wanted to discover how a slightly older customers would respond to our
approach…
• (Conventional wisdom had it they would prefer a more traditional survey)
• We took their existing study and radically redesigned it
• Then, for two waves, our Headlights® platform ran side-by-side with a leading,
traditional industry supplier
The test
17. 17
• Our approach was rated more than three times as enjoyable (44% vs 13%)
• It was over twice as effective at getting respondents ‘really thinking’ (42% vs 20%)
• It virtually eliminated ‘flat-lining’ (0.4% vs 8.3%)
• We doubled the number positive about future participation (50% v 25%)
• We increased overall volume of open-ended responses by over 60%
Surprise, surprise, engagement wins
18. 18
How enjoyable did you find this survey? (5-point scale)
Base: All industry standard (364), all Headlights® (317)
Positive enjoyment levels almost tripled
%
4
21
70
30
54321unenjoyable enjoyable
26
47
25
11
54321
73
unenjoyable enjoyable
25
Voodoo’s Headlights®Industry standard
19. 33
151413
25
7655
10987654321
19
How deeply did this survey get you thinking?
Base: All industry standard (364), all Headlights® (317)
‘Thinking deeply’ increased dramatically
%
21
Not at all A great deal
77
28
19
1213
3332
10987654321
42
Not at all A great deal
Voodoo’s Headlights®
Industry standard
20. 20
Headlights® generated much more
open-ended feedback
Words per
answer
14.3
19.3
33.5
35.8
11.7
22.3 21.5
19.7
Open 1 Open 2 Open 3 Open 4
Base: All industry standard (364), all Headlights® (317)
Voodoo’s Headlights®
Industry standard
21. 21
What users said in UX testing
Thought
provoking
IntuitiveFun, 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”
22. 22
And here are a few of the thousands of positive
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.”
23. 23
Get more from your quant
Visit https://www.voodoores.co.uk/demo_new
Call Luke, Matt or Vaughan on +44 20 7723 6000
24. Voodoo Brand Research & Consultancy | +44(0)20 7723 6000 | www.voodooresearch.com
It’s time
Notas do Editor
Why ask nicely? The benefits are pretty self-evident.
It helps foster greater participation.
It generates richer, deeper more considered responses.
And, self-evidently, your survey is a customer touch-point. It can be nice, or not.
We all know that the way that you ask for things can have a dramatic effect on outcomes. Switching to Headlights
