gathering content insights from user surveys
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Gathering Content Insights from User Surveys. Confab Central 2014. t: @Kathy_CS_Inc # ContentSurvey # ConfabMN. Kathy Wagner: Mom (and grandma!) Tai chi master (yeah, right) Not quite a crazy cat lady (yet…). Kathy Wagner: Technical Communicator - PowerPoint PPT PresentationTRANSCRIPT
Gathering Content Insights from User
SurveysConfab Central 2014
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Kathy Wagner: Mom (and grandma!) Tai chi master (yeah, right) Not quite a crazy cat lady (yet…)
Kathy Wagner: Technical Communicator User Experience Researcher Content Strategist
“We cannot solve our problems with the same kind of thinking we
used to create them.”~ Albert Einstein
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Why use surveys for content projects?
Conduct research quickly, easily, and affordablyGives your audience a voiceAligns stakeholders and streamlines decision-making
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Why use surveys for content projects?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
It’s your responsibility too
Content Strategy
Customer Experience
Why use surveys for content projects?
Audience Attitudes + Content InsightsGoals TopicsPriorities FormatsLikes & dislikes ChannelsComparisons Terminology
t: @ Kathy_CS_Inc #ContentSurvey #ConfabMN
Surveys are GOOD for gathering insights to make better content decisions based on user need and interest.
1. Focus your research questions2. Choose your sample population3. Choose your incentive4. Design the survey5. Distribute the survey6. Analyse & communicate the results
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
6 Steps to Effective User Surveys
“Focusing is about saying ‘No’.”
~ Steve Jobs
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Don’t begin your survey until you know:1. Exactly what you want to find out.2. From who.3. How you’re going to use the information.
Focus your research questions
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Don’t begin your survey until you know:1. Exactly what you
want to find out.2. From who.3. How you’re going to
use the information.
Focus your research questions
Do you want to find out:What terminology to use?What topics to cover?What formats to publish?Or…?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Don’t begin your survey until you know:1. Exactly what you
want to find out.2. From who.3. How you’re going to
use the information.
Focus your research questions
Do you want information about:All your audiences?Specific audiences?Sub-set of an audience?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Don’t begin your survey until you know:1. Exactly what you
want to find out.2. From who.3. How you’re going to
use the information.
Focus your research questions
How are you going to use the information?Don’t gather any information that you don’t have a clear and immediate use for!
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Focus your research questions
What kind of content do our web users want?
Example:
Which news article topics and formats do our alumni audience want to see on our homepage?
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“‘Stalking’ is such a strong word. I prefer ‘intense research of an individual.’”
~ Sandrine, in Girl From Paris
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Choose your survey sample
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Choose your survey sample
Tips for choosing your survey sample:Random sampling is better.Don’t survey people more than 4 times per year.Target 400 responses, or as many as possible.
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
“Nobody made a greater mistake than he who did
nothing because he could only do a little.”
~ Edmund Burket: @ Kathy_CS_Inc #ContentSurvey #ConfabMN
Choose your incentive
Ideas for budget-conscious incentives:$5 or $10 Starbucks gift cards.Enter names into a draw for an iPad or ?Free or discounted product or service.
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
“If I had an hour to solve a problem and my life depended on it, I would use the first 55 minutes determining the proper questions
to ask.”~ Albert Einstein
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Design your survey: Structure
Tips for structuring surveys:Include opening and exit text. Divide the survey questions into categories.Organize the questions strategically.
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Design your survey: Structure
Tips for structuring surveys:Include opening and exit text. Divide the survey questions into categories.Organize the questions strategically.
Opening text should include:Name of your organizationConfidentiality of dataEstimated time to completeInformation about incentiveWhy their feedback is important
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Design your survey: Structure
Tips for structuring surveys:Include opening and exit text. Divide the survey questions into categories.Organize the questions strategically.
Exit text:Thank people for their timeReiterate importance of feedbackRemind them about incentive
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Design your survey: Structure
Tips for structuring surveys:Include opening and exit text. Divide the survey questions into categories.Organize the questions strategically.
Example categories:1. Audience tasks and
goals2. Topics of interest3. Formats of interest
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Design your survey: Structure
Tips for structuring surveys:Include opening and exit text. Divide the survey questions into categories.Organize the questions strategically.
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Broad & Easy
Specific & Sensitive
1. Screening questions
2. Easy questions3. Difficult questions4. Sensitive
questions
Design your survey: Question types
Question types to consider:Open-ended questionsMultiple choiceRanking orderRating scale
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Design your survey: Question types
Question types to consider:Open-ended questionsMultiple choiceRanking orderRating scale
Open-ended questions allow participants to answer freely.
Example:What are two ways that we could improve our videos?
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Design your survey: Question types
Question types to consider:Open-ended questionsMultiple choiceRanking orderRating scale
Multiple choice questions force participants to choose one or more answers from a predefined list.
Example:Are you a US Citizen? (Y/N)t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Design your survey: Question types
Question types to consider:Open-ended questionsMultiple choiceRanking orderRating scale
Ranking order questions ask participants to rank answers in priority against each other.
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Design your survey: Question types
Question types to consider:Open-ended questionsMultiple choiceRanking orderRating scale
Example:Please rank the following kinds of articles, from least important to most important:
Personal profilesBrief news articlesDetailed research articles
1st 2nd 3rd
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Design your survey: Question types
Question types to consider:Open-ended questionsMultiple choiceRanking orderRating scale
Rating scale questions ask participants to rate the importance of various options.To consider:Numbered scalesWord scalesUsing neutral scores
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Design your survey: Question types
Question types to consider:Open-ended questionsMultiple choiceRanking orderRating scale
Example numbered scale:On a scale of 1 – 7, with 1 being awful and 7 being amazing, how would you rate your overall experience with our knowledge base articles?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Design your survey: Question types
Question types to consider:Open-ended questionsMultiple choiceRanking orderRating scale
Example word scale:How satisfied are you with our knowledge base articles?o Very satisfiedo Satisfiedo Neither satisfied nor
dissatisfiedo Dissatisfiedo Very dissatisfied
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Design your survey: Question types
Question types to consider:Open-ended questionsMultiple choiceRanking orderRating scale
Understanding neutral scores:#1) I would rather watch a real-life video than an animated video.o Strongly agree (5)o Agree (4)o Neither agree nor disagree (3)o Disagree (2)o Strongly disagree (1)
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Design your survey: Question types
Question types to consider:Open-ended questionsMultiple choiceRanking orderRating scale
Understanding neutral scores:#2) I would rather watch a real-life video than an animated video.o Strongly agree (4)o Agree (3)o Disagree (2)o Strongly disagree (1)o No opinion (void)
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Design your survey: Question typesThis question type Is best for
Open-ended Attitudes and opinions or when options are unknown.
Multiple choice Demographic info, or all feedback with a limited set of options.
Ranking Comparing importance between up to five options.
Rating number scale Rate the importance of items within a limited set of options.
Global or ESL audiences when survey can’t be translated.
Rating word scale Most rating questions and audiences.
Rating w/o neutral score
Gathering insights to make decision between two options.
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Design your survey: Phrasing questions
Do not:
Lead respondents to an answer Use emotional languageUse double-barrelled questions Use extreme absolutesProvide vague or subjective options
Do:
Be briefBe grammatically simpleUse simple, familiar terms
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Design your survey: Phrasing questions
Do not:
Lead respondents to an answer BadStaying involved in your professional society is important. How often would you like to receive news updates?
BetterHow often would you like to receive news updates?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Hey, You:What’s a better
question?
Do:
Design your survey: Phrasing questions
Do not:
Lead respondents to an answer
Do:
BadStaying involved in your professional society is important. How often would you like to receive news updates?
BetterHow often would you like to receive news updates?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Design your survey: Phrasing questions
Do not:
Use emotional language
BadHow likely are you to share life-saving safety information with your loved ones?
BetterHow likely are you to share safety information with your family members?
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Do:
What’s a better question?
Design your survey: Phrasing questions
Do not:
Use emotional language
BadHow likely are you to share life-saving safety information with your loved ones?
BetterHow likely are you to share safety information with your family members?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Do:
Design your survey: Phrasing questions
Do not:
Use double-barreled questionsBadWould you like to be notified about new articles through Facebook and Twitter?
BetterWould you like to be notified about new articles? (Y/N)Choose how you’d like to receive notifications:
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Do:
What’s a better question?
Design your survey: Phrasing questions
Do not:
Use double-barreled questionsBadWould you like to be notified about new articles through Facebook and Twitter?
BetterWould you like to be notified about new articles? (Y/N)Choose how you’d like to receive notifications:
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Do:
Design your survey: Phrasing questions
Do not:
Use extreme absolutes
BadDo you always read articles from beginning to end?
BetterDo you read articles from beginning to end?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Do:
What’s a better question?
Design your survey: Phrasing questions
Do not:
Use extreme absolutes
BadDo you always read articles from beginning to end?
BetterDo you read articles from beginning to end?
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Do:
Design your survey: Phrasing questions
Do not:
Provide vague or subjective optionsBad rating scaleo Frequentlyo Sometimeso Rarely
Better rating scaleo Dailyo A few times per weeko Once a week or less
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
What’s a better rating scale?
Do:
Design your survey: Phrasing questions
Do not:
Provide vague or subjective optionsBad rating scaleo Frequentlyo Sometimeso Rarely
Better rating scaleo Dailyo A few times per weeko Once a week or less
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
Do:
Design your survey: Phrasing questions
Question 5 4 3 2 1Satisfaction
How satisfied are you with… Very satisfied Satisfied Neither satisfied
nor dissatisfied Dissatisfied Very dissatisfied
Agreement
State your level of agreement with…
Strongly agree Agree Neither agree
nor disagree Disagree Strongly disagree
Extent To what extent do you… To a large extent
To a moderate extent
To some extent To little extent Not at all
Helpfulness How helpful is… Very helpful Somewhat
helpful Neither Not so helpful
Not at all helpful
Interest Indicate your degree of interest in…
Considerable interest
Moderate interest Some interest Little
interest No interest
Importance
How important to you is…
Very important
Somewhat important
Neither important nor unimportant
Somewhat unimportant
Very unimportant
Quality Please rate the quality of… Excellent Above
average Average Below average Poor
Tips for phrasing questions using a 5-point scale
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Tips for minimizing survey bias:Provide list options in random order. Keep questions and answer options short and simple. Allow respondents to answer anonymously. Allow respondents to skip questions.
Design your survey: Minimize bias
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Tips for maximizing response rate:Pre-notify survey sample of an upcoming survey. Pilot test your survey for clarity and functionality. Keep the survey short. Aim for 5 – 10 minutes. Offer incentives. Schedule reminder messages.
Design your survey: Maximize response
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“You’ve got to kiss a lot of toads before you find your prince.”
~ Proverb
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Distribute the survey through:Email lists (Monday mornings work best)Your websiteCompany newslettersSocial network channelsRelevant industry, professional, or social networks or clubsPrinted announcements that staff can hand to customers
Distribute your survey
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“They’ve done studies, you know.
60% of the time, it works every time.”
~ Brian Fantana, in Anchorman
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Tips for analysing and communicating survey results:Remove invalid responsesChoose the best chart typeFilter to compare responses between audience segmentsProvide context
Analyse and communicate the results
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Analyse and communicate the results
This chart type Is best for
Vertical bar chart Comparing percentages of 2 – 7 different groups.
Horizontal bar chart
Comparing percentages of 8 or more different groups
Pie chart Illustrating a sample breakdown.
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Analyse and communicate the results
Example: Vertical bar chart
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Analyse and communicate the results
Example: Horizontal bar chart
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Analyse and communicate the results
Example: Pie chart
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Analyse and communicate the results
Provide context. Example:
People want to find specific informationAll target audiences identified finding information quickly as the most important priority for them on the website. Having engaging and entertaining editorial content is a “nice to have”.
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
1. Focus your research questions2. Choose your sample population3. Choose your incentive4. Design the survey5. Distribute the survey6. Analyse & communicate the results
t: @Kathy_CS_Inc #ContentSurvey #ConfabMN
6 Steps to Effective User Surveys
Questions?Get more content tips at ContentStrategyInc.com
Find me on Twitter: @Kathy_CS_IncLinkedin: ca.linkedin.com/in/kathywagnercsSlideshare: Content_Strategy_Inc