tinsort: asking market research questions the tinder way

Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters1

General Online Research 2016 - Dresden, 4th March 2016

Track B10: Human-Computer Interaction

Holger Lütters – Hochschule für Technik und Wirtschaft Berlin

Daniel Westphal - pangea labs GmbH

Gené van Heerden - University of Pretoria

Example of TinSort under https://goo.gl/1kKhoY

Report available under http://goo.gl/zf8tJp

TinSort: Asking Market Research Questions the Tinder* Way

*Tinder is a trademark of TINDER, INC.

https://conftool.gor.de/conftool16/index.php?page=browseSessions&form_session=41

https://trademarks.justia.com/owners/tinder-inc-2737631/


TinSort:

A new question type for market research

inspired by mobile reality

1


• More and more online participants in survey research take an interview on a mobile device

• Younger target groups are responsible for a growing average rate of mobile respondents

• Market research industry reacts with responsive design, shrinking question to the small screen

• Background idea: How do conduct interviews with illiterate respondents?• A lack of new interaction forms for serious research made us turn an idea

into a market research question

Mobile research is lacking new forms of interview interaction


TinSort using a “Tinder*” style usability for market research questions offering a dual mode of answer input to a visual stimulus

http://www.buzzfeed.com/regajha/yo-yo-honey-single?utm_term=.kpvRQjgAAw&sub=3506957_4218802https://media.giphy.com/media/yoJC2BfHs4kSNsM6yc/giphy.gif *Tinder is a trademark of TINDER, INC.

Click Answer Swipe Answer

http://www.buzzfeed.com/regajha/yo-yo-honey-single?utm_term=.kpvRQjgAAw&sub=3506957_4218802

https://media.giphy.com/media/yoJC2BfHs4kSNsM6yc/giphy.gif

https://trademarks.justia.com/owners/tinder-inc-2737631/


2Study set-up and field report

Empirical study comparing multiple choice

questions with sequential TinSort questions


TinSort interaction design researched on three levels

TinSort...• a sequential fullscreen

stimulus • with randomization functions• optional graphical support• dual interaction mode with

touch or click input

• Works on all devices without additional technology or adaptation

Hidden inside a questionnaire with questions about the willingness to take market research interviews.Three TinSort interventions with

I. Simple textII. Text with graphical supportIII.Text with “emotionalized”

graphical support

What is different with TinSort? Test setting on three levels


I. Multiple Choice vs. TinSort (Text only)Dual usability concept “Swipe” or “Click” (6 items)

Example classic question type text (multiple choice randomized)

Example TinSort with text(identical items in random sequence)


II. Multiple Choice vs. TinSort (graphical)TinSort with negative vs. positive statement (8 items)

Example TinSort with graphical support (identical items in random sequence)

Example classic question type text (multiple choice randomized)


III. Multiple Choice vs. TinSort (graphical “emotionalized” support)10 items

Example classic question type(multiple choice randomized)

Example TinSort with graphical support(identical items in random sequence)


Concept of the study

Field Work

questionnaire with TinSort using

Joint project of different market research players interviewed n=807 participants on different channels and devices

• 13 Minutes questionnaire

• Run October 2015 in Germany

• 1400 contacts

• 807 complete Interviews

• 216 In-App Interviews

• Quota on device used

Teamwork Field Report


3

Results of the comparison between

Multiple Choice vs. TinSort representation


I. Six items in text representation about motivation to take surveys

Item 6

Item 1

Graph shows answers “clicked” and “yes”


II. 8 items about invitation channel preferences with picture support

Item 8

Item 1



III. 10 items about preferred ways of being interviewed

Item 10

Item 1



Tinsort takes ONE second more time to answer 24 items resulting in 55% more “positive” answers

+588 answers = 59% more answers



+0,96 seconds = 1,7% more time used for TinSort question type

+1929 positive answers more for 24 items = 55% more positive answers for TinSort question type


4

Evaluation of the question type TinSort


SummaryTinSort might be the better version of a Multiple Choice question

• Participants in online surveys behave during multiple-choice questions as if they were asked to answer a single choice question

• Mobile approaches without a clear definition of the distinction between Single and Multiple-Choice are problematic

• TinSort question type results in much more answers (= less item non-response) in comparison to a multiple choice representation of the identical items

• TinSort is a new question type that enriches questionnaires at no cost

• No-brainer text type offers improvement to avoid non-response• Randomization is mandatory to reduce order effects• Influence of graphics on answers needs to be further researched

• Mobile optimized questionnaires speed up the interview process (even on Desktop-Computers)

• Mobile research needs mobile ideas (that would still work on other devices: Device Agnostic)

Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters18

Thanks to the supporters of the study

AuthorsHolger Lütters – HTW BerlinDaniel Westphal - pangea labsGené Van Heerden - University of Pretoria

Contact

Prof. Dr. Holger LüttersHochschule für Technik und Wirtschaft [email protected] Twitter @luettersxing.com/profile/Holger_Luettersde.linkedin.com/in/luetters/

Thanks to Benjamin Schubert and Ian Thomsonfor their support during the project

Thanks to

questionnaire with www.questfox.com

questfox® is a development of pangea labs GmbH

www.pangealabs.com

TinSort Question Example under https://goo.gl/RbK5XoReport under http://goo.gl/zf8tJp

tinsort: asking market research questions the tinder way

Data & Analytics