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7 Tips for Asking Better Questions

Managing Director um The Future Place
15. Apr 2022
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7 Tips for Asking Better Questions

  1. 7 Tips for Asking Better Questions Ray Poynter 14 April 2022
  2. Sponsors Communication
  3. Agenda 📌 HX and the research instrument 1. Create a narrative flow 2. The 4 basic rules of questions 3. Avoid ‘Norman Questions’ 4. An answer for everybody 5. Mobile first 6. The last question 7. Testing and monitoring 8. Other thoughts 9. Q & A
  4. HX (Human Experience) & the Research Instrument People have to be willing to complete the questionnaire The questionnaire has to hold people’s attention The questionnaire should leave people happy to do further projects HX The questionnaire should collect information that is consistent when it should be consistent. Consistent between people and consistent within individuals. The questionnaire should identify differences where relevant differences exist. Between people and within individuals Research Instrument
  5. Create a Narrative Flow
  6. The 4 basic rules of questions A. People should understand what the question is asking • Would you describe your condition as Acute or Chronic? B. People should know what the answer is • How fast is your internet connection at home, in Megabits per second? C. People should be willing to answer the question • Do you overclaim your expenses at work? D. You should be able to interpret the answer • Was the train clean and punctual?
  7. Avoid ‘Norman’ Questions Copyright Alan Levine, https://www.flickr.com/photos/cogdog/16110218680/, CC 2.0 If price was not an issue and if all of these options were equally available to you, and you were going to switch to a new energy provider next year, which would you pick? 1. Apple Energy 2. Amazon Feed 3. Microsoft Fuel 4. Tesla Tent 5. None of these TLDR – long text usually means bad question
  8. An answer for everybody Which is your favorite? 1. Chicken 2. Beef 3. Pork Which State do live in? 1. Alabama 2. Alaska 49. Wisconsin 50. Wyoming Options • None • Other • Other – please specify • Don’t know • Not applicable
  9. Mobile First Are the questions and answers visible? Make sure it renders OK on computers and tablets Can a typical user manipulate the screen to answer the questions? Which is your favorite? Please drag the options into order, most favorite 1st, least 7th 1. Coke 2. Diet Coke 3. Pepsi 4. Pepsi Max 5. Fanta 6. 7 Up 7. Dr Pepper
  10. The last question Is there anything else you’d like to tell us about this topic or this survey? 1. ________________ ________________ ________________ 2. No
  11. Testing and Monitoring You and the client should always take the survey on your mobile phones – does look and feel right? With a printout of the questionnaire – check that every question can be reached/displayed Use random a response generator to test the questionnaire Soft launch Check the answers to the last question. Are there too many DKs, NA, ‘strange’ responses. How long did people take to do the survey? Monitoring during the fieldwork Similar to the soft launch
  12. Other Thoughts? Don’t create ‘new’ scales and questions (mostly) Quality measures – e.g traps System 1 and 2 Cognitive load Games and Gamification Adaptive scripting Chat and conversational approaches Voice Showing and uploading video Virtual reality
  13. Questions?
  14. Sponsors Communication
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