When the phrase ‘surveys are boring’ was uttered on day two of the MRS Annual Conference during a session on the matters of cooperation and collaboration, I felt a slight heart break comparable to what I could only imagine David Cameron would feel like if ‘politics is boring’ was yelled directly in his face. Putting my quant researcher hat (along with my pride) aside, this statement, actually on the whole couldn’t be closer to the truth.
Therein lies the paradox – surveys are an integral part of the consumer opinion toolbox and their being boring is not really acceptable. Surveys are invaluable, versatile, useful – think of the multi-application in everyday life. Whether it be a prompt to fill in a customer satisfaction survey after visiting a website, an email inviting you to rate how your enquiry was dealt with after ringing up an energy company or a Facebook survey asking you to find out how which Breaking Bad character you are, so much more needs to be done to maximise the potential of online surveys and keep consumers engaged.
But while we at Northstar and much of the research community in general are able to identify clear trends, draw out compelling narratives and deliver study after study of valid information and actionable insights through the survey medium, the question arises: if it ain’t broken, why fix it?
We Can Delve That Much Deeper
Contrary to the qualitative notion that quantitative data just scratches at the surface, there is always the potential to draw out more from consumers and get closer to the ‘truth’. The number of data collection methods has significantly grown, what we are now able to find out and understand from consumers is more diverse than ever, so why hasn’t the pace of innovation to draw out more detailed, more helpful insights from consumers in how we collect this data developed at the same rate? Brands, marketers and market researchers need a willingness to embrace alternatives (to the traditional online survey) and think about the bigger methodological picture.
For example, research-based games and online communities are effective ways of engaging consumers, successfully de-badging the survey and curtailing the negative ‘boring’ and ‘repetitive’ baggage that comes with them. The key premise? Consumers do not feel as if they are completing a survey – the research activity becomes an extension of their daily online activity.
Less Asking, More Doing
Asking questions is always going to be at the heart of all research and asking questions in a somewhat more formulaic manner is sometimes the only and best way. However, as Katia Pallini (Incites Consulting) discussed at the MRS Annual Conference, allowing individuals ‘to do,’ encompassing a ‘task-based’ research approach, will work wonders to quash the boredom and increase the engagement. Taking this a step further is the concept of co-creation, where individuals are given a platform to create, a voice to be heard and encouraged to collaborate with other survey participants.
We’ve seen how brands have engaged consumers and effortlessly gathered the intel they have needed. In February 2014, Kellogg’s asked fans to submit videos and animations on how their cereal gives kids a better start to the day. Last year Coca-Cola asked its fans on Facebook (50 million at the time) to suggest an invention, cause or social app that could spread happiness. These are examples of market research, disguised very well.
Overall a happy, engaged individual equals a more deliberated and emotional response to your research question.
Don’t Think: ‘Overcomplicated’
Although incorporating gaming/task-based questions into research methodologies may represent new space to some clients, this step towards the unknown does not have to be thought of as a huge step. Developments both great and small are important in the advancement of research methodologies. By making smaller incremental changes such as simply reframing the question to make it appear more task-like, is a step towards increasing the effectiveness of your survey.
Crucially, all tasks are games and all games date back to the ancient past, they are integral to society – cross-culturally everyone understands them and enjoys playing them. However bold, inventive or innovative, your research grounded in a game or task-like approach, whether it be a full-on research game, online community/board or simply an interactive well-disguised ‘survey,’ will result in outputs that offer much richer data.
I am now an even bigger firm believer that all involved with survey design have a duty, a responsibility to consumers to do better – why not help them help us? Everyone from researcher to programmer to client must step into consumers’ shoes. Consumer surveys need to come a long way to further maximise returns. Clearly, the benefits are out there to be reaped – the alternatives need to be more fully embraced, the status quo needs to be broken.
