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TinSort: Asking Market Research Questions the Tinder Way

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TinSort:
Asking Market Research Questions the Tinder* Way
General Online Research 2016 - Dresden, 4th March 2016
Track B10: Human-Computer Interaction
Holger Lütters – Hochschule für Technik und Wirtschaft Berlin
Daniel Westphal - pangea labs GmbH
Gené van Heerden - University of Pretoria

Example of TinSort under https://goo.gl/1kKhoY Report available under http://goo.gl/zf8tJp

Tinder is a brand of Tinder INC:

Veröffentlicht in: Daten & Analysen
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TinSort: Asking Market Research Questions the Tinder Way

  1. 1. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters General Online Research 2016 - Dresden, 4th March 2016 Track B10: Human-Computer Interaction Holger Lütters – Hochschule für Technik und Wirtschaft Berlin Daniel Westphal - pangea labs GmbH Gené van Heerden - University of Pretoria Example of TinSort under https://goo.gl/1kKhoY Report available under http://goo.gl/zf8tJp TinSort: Asking Market Research Questions the Tinder* Way *Tinder is a trademark of TINDER, INC.
  2. 2. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters TinSort: A new question type for market research inspired by mobile reality 1
  3. 3. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters • More and more online participants in survey research take an interview on a mobile device • Younger target groups are responsible for a growing average rate of mobile respondents • Market research industry reacts with responsive design, shrinking question to the small screen • Background idea: How do conduct interviews with illiterate respondents? • A lack of new interaction forms for serious research made us turn an idea into a market research question Mobile research is lacking new forms of interview interaction
  4. 4. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters TinSort using a “Tinder*” style usability for market research questions offering a dual mode of answer input to a visual stimulus http://www.buzzfeed.com/regajha/yo-yo-honey-single?utm_term=.kpvRQjgAAw&sub=3506957_4218802 https://media.giphy.com/media/yoJC2BfHs4kSNsM6yc/giphy.gif *Tinder is a trademark of TINDER, INC. Click Answer Swipe Answer
  5. 5. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters 2 Study set-up and field report Empirical study comparing multiple choice questions with sequential TinSort questions
  6. 6. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters TinSort interaction design researched on three levels TinSort... • a sequential fullscreen stimulus • with randomization functions • optional graphical support • dual interaction mode with touch or click input • Works on all devices without additional technology or adaptation Hidden inside a questionnaire with questions about the willingness to take market research interviews. Three TinSort interventions with I. Simple text II.Text with graphical support III.Text with “emotionalized” graphical support What is different with TinSort? Test setting on three levels
  7. 7. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters I. Multiple Choice vs. TinSort (Text only) Dual usability concept “Swipe” or “Click” (6 items) Example classic question type text (multiple choice randomized) Example TinSort with text (identical items in random sequence)
  8. 8. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters II. Multiple Choice vs. TinSort (graphical) TinSort with negative vs. positive statement (8 items) Example TinSort with graphical support (identical items in random sequence) Example classic question type text (multiple choice randomized)
  9. 9. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters III. Multiple Choice vs. TinSort (graphical “emotionalized” support) 10 items Example classic question type (multiple choice randomized) Example TinSort with graphical support (identical items in random sequence)
  10. 10. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters Concept of the study Field Work questionnaire with TinSort using Joint project of different market research players interviewed n=807 participants on different channels and devices • 13 Minutes questionnaire • Run October 2015 in Germany • 1400 contacts • 807 complete Interviews • 216 In-App Interviews • Quota on device used TeamworkField Report
  11. 11. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters 3 Results of the comparison between Multiple Choice vs. TinSort representation
  12. 12. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters I. Six items in text representation about motivation to take surveys Item 6 Item 1 Graph shows answers “clicked” and “yes”
  13. 13. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters II. 8 items about invitation channel preferences with picture support Item 8 Item 1 Graph shows answers “clicked” and “yes”
  14. 14. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters III. 10 items about preferred ways of being interviewed Item 10 Item 1 Graph shows answers “clicked” and “yes”
  15. 15. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters Tinsort takes ONE second more time to answer 24 items resulting in 55% more “positive” answers +588 answers = 59% more answers +795 answers = 81% more answers +546 answers = 36% more answers +0,96 seconds = 1,7% more time used for TinSort question type +1929 positive answers more for 24 items = 55% more positive answers for TinSort question type
  16. 16. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters 4 Evaluation of the question type TinSort
  17. 17. Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters Summary TinSort might be the better version of a Multiple Choice question • Participants in online surveys behave during multiple-choice questions as if they were asked to answer a single choice question • Mobile approaches without a clear definition of the distinction between Single and Multiple-Choice are problematic • TinSort question type results in much more answers (= less item non- response) in comparison to a multiple choice representation of the identical items • TinSort is a new question type that enriches questionnaires at no cost • No-brainer text type offers improvement to avoid non-response • Randomization is mandatory to reduce order effects • Influence of graphics on answers needs to be further researched • Mobile optimized questionnaires speed up the interview process (even on Desktop-Computers) • Mobile research needs mobile ideas (that would still work on other devices: Device Agnostic)
  18. 18. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters Thanks to the supporters of the study Authors Holger Lütters – HTW Berlin Daniel Westphal - pangea labs Gené Van Heerden - University of Pretoria Contact Prof. Dr. Holger Lütters Hochschule für Technik und Wirtschaft Berlin Holger.Luetters@htw-berlin.de www.luetters.com Twitter @luetters xing.com/profile/Holger_Luetters de.linkedin.com/in/luetters/ Thanks to Benjamin Schubert and Ian Thomson for their support during the project Thanks to questionnaire with www.questfox.com questfox® is a development of pangea labs GmbH www.pangealabs.com TinSort Question Example under https://goo.gl/RbK5Xo Report under http://goo.gl/zf8tJp

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