How to improve the effectiveness of research - YourCX

How to improve the effectiveness of research

Before we begin to analyze how to improve the effectiveness of research, we should first consider what this effectiveness depends on in the first place. Analyzing the issue, we can detail such factors as:

- Matching the target group to the purpose of the survey
- The design of the survey itself, that is, the questions and the logic of the transitions between them
- The visual layer of the survey, which is not to discourage completion
- The choice of the method of conducting the survey, i.e. reaching the selected target group

Target group

The target group is derived from the purpose of the survey. This is important because the survey should target people who have knowledge or experience related to the survey topic, which will affect the quality of the data collected. Properly selected demographic and psychographic criteria can also help analyze the survey results more effectively. For example, if we want to learn about the problems of using a mobile app, the survey targets people who have used the mobile app a minimum of 3 times for a total of 30 minutes, design the survey for mobile, and choose outreach methods tailored to the app itself.

Survey design

The questions and the logic of the survey should also be tailored to the objective, that is, to collect as much data as possible, but also in a way that respondents are most comfortable with. Questions that can be obtained independently in the background (e.g., technical data) or from a CRM should not be asked. Questions should be concise, understandable and tailored to what the respondent has previously marked. Questions must not suggest answers or be misleading. The order in which questions are asked is also important, so that they form a natural logical sequence. Mechanisms provided by the YourCX platform such as skip logic, extended question display conditions, dynamic content allowing, for example, to adjust the content of questions to gender, or action logic giving a wide range of automation of actions for questions and surveys are also useful here.

Examples of good practices include:
- use of open-ended questions to gather detailed information on preferences and opinions
- using a point scale to help respondents choose their answers,
- inclusion of follow-up questions to check the reliability of respondents' answers.

Apperance of the survey

The survey apperance is very important, as it influences the first impression of respondents and, consequently, the level of engagement and propensity to respond. Here are some tips to help you design a visually appealing survey and thus improve its effectiveness:

  • Use a simple and clear layout - A well-designed survey should have a simple and clear layout that makes it easy for respondents to answer questions. Avoid crowding too much information onto one page, which can confuse respondents or lead to confusion.
  • Consistent color scheme - The survey's color scheme should be consistent with the surveyed company's logo and branding. Avoid overly intense colors that may confuse respondents or lead to confusion.
  • Graphics and photos - Graphics and photos can help capture respondents' attention and increase their involvement in the survey. However, be sure not to overdo them and select them in such a way that they fit well with the survey content.
  • Consistent typography - Typography should be consistent with the rest of your company's marketing materials. Pay attention to font legibility and size so that respondents can more easily read the survey content.

Method of conducting the survey

The method of conducting the survey must be tailored to the target group being studied and the purpose. If we are investigating the reasons for abandoning a purchase process, the survey should be contextually displayed at the time of detecting the intention to abandon the purchase, rather than, for example, the next day via email. Contextual surveys allow us to collect data during user interaction, which allows us to obtain more valuable and relevant information.
In addition, important support can be such mechanisms as:

- Automatic reminders to complete the survey via email or SMS. This allows to increase the number of respondents and the level of involvement in the survey.
- General marketing automation mechanisms allowing you to send automatic reminders, thanks, or take actions based on the actions performed by respondents.

YourCX platform provides all mechanisms for contextual surveys as well as automation of survey mailing or reminders.
To improve the effectiveness of the study, it may also be helpful:

1) Including appropriate instructions and information about the purpose of the survey:
- Providing an introduction to the survey that informs respondents about the purpose of the survey and encourages participation can increase respondent engagement and drive them to complete the survey.
- Explaining the nature and purpose of each question so that the respondent knows what information is needed to answer.
- Providing information on how the survey results will be used can encourage respondents to complete the survey and give them a sense that their opinions are important.

2) Maintaining the appropriate pace of the survey:
- Dividing the survey into short sections so that the respondent has a sense of progress and is motivated to continue completing the survey.
- Using a progression system so that the respondent can see how many questions are left to complete, which encourages completion of the survey.

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