The Pro Question Set
Innovative question types are the reason we began writing our own online surveying system four years ago. However the question types we developed were the product of a sound research need rather than a simple desire to create pretty questions for their own sake. Below is a set of questions ranging from the simple to the exciting. All are extremely easy to create with the system and return great data.
1. The Visual Scale Board
2. The Visual Shop
3. Tachistiscope
4. Dynamic Grid
5. Evoked Set
6. Magazine
1. Visual Scale Board
The visual scale board is an important question type for us. Respondents rate brands by placing them on a visual scale. By rateing brands like this the respondent is providing us with their order of rating each stimuli and importantly telling us the exact distance each element is from each other. Respondents might like one product over another for instance but the amount or size of this difference is critical in the decisions that marketers make regarding brand strategy.
The final data set produces mean scores, and the difference scores between each set of brands, important in building market share predictive models. Importantly this question type can be used to replace many boring grid rating scales, with an interactive, visual appealing and interesting activity for the respondent, that renders better data than a grid.
2. Visual Shop
The visual shop is a simulated shopping game that provides data capable of creating a market share simulation model for testing new product launches.
3. Tachistoscope
Great for testing the effectiveness of your packaging and its ability to bounce from the shelf compared to the opposition.
4. Dynamic Grid
Grids are a common feature of many online surveys. Whilst they are an efficient way of collecting data their over use can lead to boredom, fatigue and poorer data. One good option when applicable is to use the SMP Dynamic Grid question type to break up the monotony of long grids.
In the example below we take a grid question about respondents use of various internet browsers and turn it into a dynamic grid with images and interaction. As the respondent selects an answer for each browser the next browser is transitioned in as the previous one fades out.
Dynamic Grids are efficient, effective, easy to program and gives your respondent a break from the endless monotony of long grids.
Click here to see the Dynamic Grid in action.
5. Evoked Set
Evoked set is a specialist question that allows the researcher to build and store a user consideration set for use latter in thge survey such as with a future visual scale question. Note that the same effect can be created by using the PIPE question type.
6. Magazine
This question type allows the respondent to flip through the pages of a magazine as if they where reading it. It is useful for testing front page effectiveness or implanting advertising for advertising testing.
