By Pete Cape
Why must we gamify our surveys?
We don’t do it to make them “look pretty” or to improve participant engagement. We gamify to collect better data.
John Krosnick of Stanford University first applied Herbert Simon’s concept of satisficing to survey research.
Findings of the Annual Technology Survey
By Tim Macer
The accompanying infographic portrays the profound effect that technology has had on the day-to-day business of market research during the past decade. Though online research was well beyond its infancy in 2006, and had already replaced CATI as the dominant mode, nevertheless CATI was still the second pillar of fieldwork. Beyond CATI, paper occupied third place. Together, these three accounted for 88% of quantitative fieldwork at that time.
Roll forward ten years, and we now need to include four methods to cover 88% of quant fieldwork. Web has increased its share, while CATI has diminished. But in a break with the past, paper has dropped out entirely, overtaken by CAPI and ‘mixed mode’.
Perhaps surprisingly, mobile research has not yet made it to the top tier despite the attention it has attracted at events and in the research media. It means CAPI’s coming of age has slipped by almost unobserved. If current trends continue, CAPI will be displacing CATI as the second method very soon.
This quiet transformation has been driven by the advent of tablets and smartphones as consumer devices, which have brought down the price of equipping fieldworkers with CAPI-capable hardware. This, coupled with the growth of cheap, reliable data communications, has tipped the cost/benefit balance for face-to-face in favour of CAPI.
The demise of CATI has been a topic of speculation for at least the last ten years – yet it is only in the last four years that this annual survey has observed a sustained downward momentum, dropping in stages from 23% in 2011 to 13% in 2015.
The noise around mobile is not undeserved – this is a method that represents both an opportunity and a threat to market research. In this study, ‘mobile research’, i.e. surveys designed for mobile, has edged up from virtually nothing in 2009 to 5% of volume in 2015. Yet every year, this figure has been dwarfed by the number taking traditional online surveys on their smartphones, and the gap appears to be widening. Based on what people have told us in previous years of this study, many surveys are not optimised for mobile research. Furthermore, it would be hard to make them all conducive to mobile delivery, given their length and other overriding design factors such as the use of stimulus materials, and – to take a less positive view – the sheer wordiness of many survey questions.
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About Our Company
We are a successful player in the market research industry and pride ourselves on providing the best research data quality in the industry. We are committed to discovering important and valuable insights that will improve existing products and create new products that consumers will love. Although we offer no training, as well as almost no support or benefits, your skills and experience help to create the one of a kind products and services that consumers love.
This is an exciting role that provides support to the marketing and marketing research teams. Self-motivated people with above-average reading comprehension and written skills will enjoy contributing to this team.
The key responsibilities of this position are many. You will:
- Read and respond to surveys on a wide variety of exciting topics such as insurance, car tires, carpeting, paper products, and socks
- Have fully formed and logical opinions on every product, service, issue, or person that you have and have never considered before
- Expertly understand marketing speak but not have any education, training, or experience in marketing, sales, business, advertising, or media
- Have an extraordinary ability to remain focused even when you don’t understand the question, answers are missing, and you’re on minute 49 of a short survey
- Skillfully interpret and respond to the intent of a question as opposed to what is actually written
- Choose the answers that best reflect your true feelings, even when none of the answers come close to reflecting your reality
- Avoid giving the same answer to every question in a grid even though the best answer is legitimately the same answer
- Recognize all personal, cultural, emotional, and response biases and ensure they never affect your opinions
- Pour your heart and soul into sharing your opinions without wanting to see the results of your efforts
- Appreciate the gift of time, often amassing to several hours, when you are screened out of 7 surveys in a row
To be successful in this role, you will have the following skills and attributes
- No experience answering surveys such as restaurant or hotel review cards, bi-annual employee satisfaction surveys, and online reviews like Amazon or TripAdvisor
- Extensive experience using internet browsers such as Chrome, Firefox, Internet Explorer, Safari
- Must supply own computer with mouse and keyboard, tablet, or smartphone, as well as access to high-speed internet, electricity, office (at all times, at least one device must be less than two years old)
- Must be able to self-diagnose and solve all types of device and software issues such as frozen screens, screens that don’t scroll, buttons that won’t click, pages that won’t turn
- Superior typing skills using physical and virtual keyboards ranging in size from 2 inches to 15 inches
- Superior written communication skills to precisely describe feelings and opinions in words that can be reliably assessed by text analytics software
- Prior experience answering surveys would be advantageous
- Be a 27 year old black, Hispanic man with a graduate degree, 2 or more children, and earn $200 000 or more annually.
- Be able to ignore all family responsibilities such as making sure dinner isn’t burning, folding laundry before it becomes permanently wrinkled, taking Lego out of the baby’s mouth, or driving kids to the calculus tutor during the survey taking process
- Be able to perform at 100% mental capacity for at least 60 consecutive minutes
- Have no hobbies or interests that could be misconstrued as more important or interesting than this position
- Have hours of free time every day during which you couldn’t be volunteering at a hospital, working at a minimum wage job, teaching your grandchild to read, or playing Minecraft
About the Benefits
- Opportunity to be associated with a successful company
- No salary
- Token non-monetary gifts
- Fully flexible hours
- Work from home
- Training not provided
- Support provided as time and priorities permit
If this sounds like you, we’d love to hear from you!
By Annie Pettit, Chief Research Officer, Peanut Labs and Vice President of Research Standards, Research Now