Abstract:

If you think about a survey question it's simply a message you want people to read and act upon. An advert could be described in exactly the same terms. The difference between the researcher and the advertiser is a matter of focus. In research we really focus only on what we want to know. An advertiser's focus, on the other hand, is all about how to motivate consumers to digest and act upon their message. As such, there are some important things we can learn from the advertising industry, including: -Applying narrative structure -Asking questions in more interesting and rewarding ways: thinking like an advertiser -Asking Smarter more fun questions This webinar will also share our top 5 design principles to adhere to when looking at your survey design.