As researchers, we often balance our desire for detailed insight with the need to design engaging experiences. Smart survey scripting is one way in which these two objectives are reconciled. However, ensuring survey participants take the route most relevant to them, whilst preserving data quality can quickly add huge amounts of complexity. In this webinar, we’ll highlight how a visual, flowchart-based approach to survey scripting can not only speed up the design process but help embrace complexity in order to build more engaging participant experiences. We’ll cover practical design skills, best practices and key steps in the visualisation process. This presentation was delivered by Paul Hudson, CEO & Founder at FlexMR, as part of the 'Data Collection Update' NewMR webinar series. The recording can be found online via NewMR.org.

1. How to Use Flowcharts
in Survey Design
October
2019
Paul Hudson
CEO & Founder
FlexMR

2. #NewMR Sponsors
Communication
Gold
Silver
October
2019

3. NewMR Webinar
How to Use Flowcharts
in Survey Design
Paul Hudson
CEO & Founder
FlexMR

4. How to Use Flowcharts in Survey Design NewMR
What is a flowchart?
A picture of separate steps in sequential order that diagrams
inputs, outputs, actions and decisions.
• Developing understanding of how a process is undertaken
• Documenting of communicating a process
• Studying a process for improvement
• Planning a complex set of actions
Used when:

5. How to Use Flowcharts in Survey Design NewMR
User Interface Design System Architecture Business Process
Management
Project Management Chemical EngineeringAlgorithm Mapping

6. 1. What is the purpose of survey logic?
2. Why leads to logical complexity?
3. How do flowcharts reduce complexity?
4. How are flowcharts best applied to survey design?
Four questions to answer NewMR

7. What is the purpose of survey logic? NewMR
Primary Question Study Plan Actual Study
Truth in the
Universe
Truth in the Study Findings in the
Study
Design Implement
Inference Inference
External Validity Internal Validity
Hulley et al., 2007

8. What is the purpose of survey logic? NewMR
Primary Question
• Is the advert effective?
− How long is it remembered for?
− What messages are remembered?
− Does it drive action?
• Does the advert convey the right message?
− What attributes are associated with it?
− What attitudes does it stir?
• Which audiences resonate most with the ad?
− Who are they?
− What are their traits?
− What shared beliefs do they have?
− What effect does the ad have on my brand?
− How does it change brand perceptions?
− …

9. What is the purpose of survey logic? NewMR
Number of Questions Length of Survey Response Rate
The more questions we want to answer, the worse
response rates become. To maintain response rates,
we can consider two options:
Chunking – Answer less questions per survey.
Logic – Shorten individual routes through the survey.

10. Why is survey logic so complicated? NewMR
Routing Logic
• Question skips
• Branching options
• Randomisation
• Sampling quotas
Question Logic
• Answer masking
• Text substitution
• Calculations
Paginated Design
No Process Visualisation

11. How do flowcharts reduce complexity? NewMR
Terminator
Process
Decision
Delay
Data
Document
Multiple Docs
Subroutine
Subroutine
Manual Input
Manual Loop
Loop Limit
Stored Data
Connector / And / Or
Off-Page Connectors
Collate
Sort
Merge
Database
Storage

12. How do flowcharts reduce complexity? NewMR
Q4. Do you hold a
SoftCo current account?
Branch
Yes / No
Q5. How often do you
use the SoftCo mobile…
Branch
on ‘Never’
Q20. Which mobile banking
apps do you use?
Q6. On a scal
how would yo
Load answer
data from Q7
Q21. What fe
[…} do you fin
Yes
No
Never
Skip on ‘None’

13. How do flowcharts reduce complexity? NewMR
Subroutine
Q1-4
1 2 3 4 5 6 7 8 9 10 11 12 13 14 1
Quota Randomisation Potential Skips
Subroutine
Q5-8
Subroutine
Q9-15
Subroutine
Q16-22
Inclusive of quota Randomised routine Inclusive of skips

14. How do flowcharts reduce complexity? NewMR
Subroutine
Mystical Number #7
0
10
20
30
40
50
60
70
80
90
100
1 2 3 4 5 6 7 8 9 10 11 12 13
Miller, 1956
• The proposed limit of working memory and
absolute judgement is seven clusters of
discreet information
• The effect that the size of the cluster has on
working memory is not as great as the number
of clusters
• To drive decisions based on survey research,
this affords surveys a maximum of seven
discreet stories that can be told
• Subroutines act as clusters that group
questions into stories, provide structure and
reduce pagination

15. How do flowcharts reduce complexity? NewMR
Mapping subroutines to research questions
Primary Question Can this advert be improved
before launch?
Story #1
Audience
Story #2
Emotions
Story #3
Memory
Story #4
Behaviors
Does the advert appeal to the
intended target audience?
What emotional impact does the
advert have on audiences?
Which aspects of the advert are
remembered and how long for?
How is it expected that the advert
will influence behaviors?

16. How are flowcharts best applied to survey design? NewMR
Building a library of subroutines
Basic
Demographics
Emotional Ad
Testing
Advert Recall
Testing
Measuring
Behaviours
Product
Satisfaction
Service
Satisfaction
Pricing
Routine
Brand
Attributes
Innovation
Feedback
Ideation
Routine
Event
Evaluation
Concept
Testing
Subroutines include pre-programmed logic that reduce barriers
to entry and balance researcher control with DIY desires.

17. How are flowcharts best applied to survey design? NewMR
Building a library of subroutines
Basic
Demographics
Emotional Ad
Testing
Advert Recall
Testing
Measuring
Behaviours
Product
Satisfaction
Service
Satisfaction
Pricing
Routine
Brand
Attributes
Innovation
Feedback
Ideation
Routine
Event
Evaluation
Concept
Testing
Subroutines include pre-programmed logic that reduce barriers
to entry and balance researcher control with DIY desires.
Basic
Demographics
Measuring
Behaviours
Product
Satisfaction
Concept
Testing
Innovation
Feedback
How can the next generation of
Product X be improved?

18. How are flowcharts best applied to survey design? NewMR
The future potential of flowcharts
Automated testing with visualization of logical break
points and issues
Libraries of question clusters that include pre-
programmed logic and best practice
Reduction of pagination in design interfaces,
replaced with better content structures
Represents invisible processes and systems at play
within surveys to simplify complexity and encourage
better design

19. NewMR Webinar
Thank You for Listening!
Please Ask Questions
Paul Hudson
CEO & Founder
FlexMR

20. Q & A
Paul Hudson
FlexMR
October
2019
Ray Poynter
NewMR

21. #NewMR Sponsors
Communication
Gold
Silver
October
2019