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Lextant Fall Fry 2010 >
Columbus, Ohio
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Our observations of the world around us
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Upping the engagement level on surveys.
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If you believe like we do at Lextant than you’d agree that people are inherently creative and that research should be experiential and emotional. Creativity, experiences, and emotion – not words that typically come to mind with traditional online surveys. That isn’t to say there isn’t a place for them but that we simply shouldn’t be surprised that they may not always be an ideal means to understand people. This matches up well with some of the findings in a recent report by Engage Research and Global Market Institute that stated online surveys are experiencing declining completion rates, poor data quality, in part, because participants are bored. Frankly, questions with fixed answer sets or the habit of adding question after question don’t really seem to be the best ways to understand the inherent complexity in peoples’ behaviors, motivations, and preferences - especially considering that we find ourselves more frequently trying to understand generations that, more than ever, desire personalization, self-expression, and self-determination. Again, these are words that don’t typically come to mind with traditional online surveys.
Online surveys, like those reported on, are just one hammer researchers have, but its likely that because of their flexibility, ease, and reach they’ve been used to hit too many nails. We’re at a point where technology has provided new and powerful ways to give the participant the control and freedom to appropriately express themselves and document their experiences and desires. We’re able to apply the principles or participatory research with available technology. People can now document themselves via audio, photo, or video recording, as well as do so when mobile or as needed, not fixed to a computer or their home. These tools create compelling experiences for the participant and provide rich, compelling data for the researcher. You don’t have to throw away your old hammer, but you should check out getting a couple new ones!