Can interrogating the user experience improve the quality of your data?
As I suspect is the case with many researchers, I tend to forget that acronyms such as LOI, CPI, CSI, and ROI are not part of most people’s vocabulary.
For agencies and clients, there is a possibility of developing questionnaires designed to give us responses to specific questions, and completely overlooking that those answering do not have a research background.
The key to getting the most insightful and impactful data is understanding the customer experience, and ensuring there is no ambiguity in the questions we ask. One way to achieve this is to review and enhance their experience as a customer.
An example: one of our clients were transferring their CRM questionnaire from one supplier to another, to align a number of merged brands into a single survey design approach.
Due to the limitations of this new supplier’s platform, it was a fitting time to review the customer experience whilst completing the questionnaire. We were tasked with providing an unbiased examination of the user experience to locate and understand any pain points, ambiguous wording, and any areas that could be misinterpreted by respondents.
Savanta developed a multi-methodology approach, first replicating the quantitative survey with a focus on collecting key drop-out points and long question dwell times. This was followed by a series of qualitative ‘web-alongs’ whilst respondents completed the survey to gain stronger insight into how the look and feel, questionnaire structure, question wording, and tone of voice all impacted the quality of the inputs at the time of survey completion.
Leveraging this information, the client was able to implement immediate changes and provide a better user experience which in turn, improved the quality of the data outputs.
For more information, or to find out how Savanta can help you improve your current offering, get in touch with us.