In this article you will find out…
- How you adapt your survey so that the respondent answers thoughtfully
Written by Patrik Johansson, Consultant and project manager, Quicksearch
That it is hard to think is one of the most important concepts that we can take with us from the behavioral economists who received the Nobel Prize in 2002 and 2017. When we ask someone to answer a survey, we are asking for the person's time and thoughts. We are simply asking the person to use the active part of the brain. In the past, we have not thought much about this but have taken it for granted that each person is doing their best and the answers reflect the current opinions and attitudes.
Most people have probably heard and read about it Daniel Kahneman's theories of decision making. The active part of the brain, system 2, is used when we need to think new and think extra. The passive part, system 1, reuses old knowledge and packages and presents old answers to new questions. The active part requires energy and the passive part runs more or less on autopilot. Richard Thaler writes about how we help the individual to make rational decisions by giving a push in the right direction. The idea is that we should not have to think twice to make the right decision. It should be easy and quick.
What does this mean for us who work with communication using dialogues and surveys?
- If the topic and questions are not interesting, then we will not use system 2. We will use rules of thumb and click through the survey without much thought. Most of us have filled out surveys with the autopilot on.
- We assess people and companies as wholes. It is too laborious for the brain to analyze and reflect on an already existing perception and divide it into plus and minus columns. Many of us have heard the advice: Write down the positive qualities in one column and the negative in another. Then make the decision based on the number in each column. Working that way takes too much energy for the brain. The overall view already has system 1 ready for it. Unconsciously, for a long period of time, we have taken in everything that affects our perception. It can be anything from advertisements, pictures, people, arguments, articles, recommendations from friends and more.
- To ask why we buy a product or why we behave in a certain way is complicated. It requires us to think. In addition, a large portion of self-understanding and self-insight is needed. The fastest way is to repeat arguments that we know and have heard before. Asking why we buy organic goods yields fairly traditional answers. It is good for the environment, good quality, good and healthy food for the family with more. On Market Research Day a couple of years ago, two students told an interesting story. They had placed sound effects at the organic dairy counter. There were pleasant summer sounds, choirs, chirping birds and more. The result was that sales increased significantly. Customers were then asked at checkout why they had bought the dairy products and if they had noticed anything in particular in the store? Nine out of ten were completely ignorant of the questions. They hadn't noticed anything different than before and the reason they bought organic products was because they used to buy organic, good for the environment and more. You know the arguments.
How can we do?
- We must make a little extra effort. If we don't have the energy to think and work through the survey, why should the respondent answer the questions thoughtfully? We will provide information, then the respondent will reward you by giving something back. We should explain when it is time for the respondent to think. Try to get the respondent to use system 2. If we manage to avoid the autopilot, we have come a long way.
- Ask the questions that concern the whole first. Most people have an idea and a clear overall picture. If you still want to ask more specific questions and get down to the level of detail, you must explain why and what you are looking for. Facilitate the respondent by writing interesting help texts.
- Understand that question why is complicated. In order to get good quality answers that require system 2 to be switched on, you first need to know what you are looking for, then make it easier for the respondent to understand it.
Quicksearch's consultants can help you ensure the quality of the question formulation, in order to gain as relevant insights and knowledge as possible to understand the customer better. Contact Us then we will tell you more.
