Attention spans are short and expectations are high – these are only two of the many challenges facing researchers who want to ensure their respondents have the best possible experience. Poorly designed online surveys and malfunctioning apps have become a serious threat to respondent loyalty.
In order to maintain a high quality respondent panel, researchers have to provide users with a well-designed, flawless app or online survey. More so, users expect to be entertained as well as rewarded for their efforts. The spectacularly honest respondent panel at MRMW Europe 2015 showed that participants are highly selective and ready to walk away from poorly designed surveys.
This year’s MRMW Europe conference will continue the discussion about user experience and provide a number of different approaches.
One increasingly popular method of keeping respondents engaged is gamification. In their workshop session, Chrissie Wells and Alison Johnstone from Breaking Blue will share pioneering work on developing and testing more engaging surveys. With gamification now being an accepted technique, the focus will be on managing practical implications and giving users the best possible experience. Participants will also have the chance to discuss their own thoughts and experiences.
Wakoopa’s Colin Bray takes a different path and uses behavioural data to optimize user experiences. This helps Wakoopa to optimize the usability of its own app while also ensuring data quality and consistency. Based on recent case studies, Colin will discuss the value that behavioural data can add to traditional research. He will share examples how behavioural data can easily be incorporated into existing projects and how it can provide great insights traditional methods alone cannot offer.
SKIM is taking a different approach to enhancing the user experience by adapting behaviours learned from everyday mobile phone usage. Nowadays people simply swipe or tab their mobile screens to share their opinions with the world. The research industry can benefit from adjusting to this user behaviour. Mini Kalivianakis will introduce three practical examples of intuitive mobile techniques that capture rational and emotional drivers of consumer preferences.
The above examples show that there are numerous opportunities to improve user experiences and make the research process exciting, interesting and challenging for respondents. Researchers however have to embrace new methods and technologies while constantly adjusting to user expectations and technological developments.