Empathetic Survey Design
Welcome to ESOMAR Academy On-Demand
This exclusive on-demand training provides six hours of content, divided into three engaging sessions. Learn at your own pace while accessing downloadable resources, the trainer’s contact information, and earning a certificate upon completion. With registration, you’ll enjoy 12 months of unlimited access to the course.
Overview
In this course, you will learn about empathetic survey designs techniques, a mindset geared at being inclusive in designing your research studies and thinking about your research from the respondent's perspective.
Gain the techniques necessary to get richer, more reliable and truthful feedback from your research.
Empathetic survey design is a mindset geared at being inclusive in designing your research studies and considering the respondent's point of view to craft the most effective piece of research possible.
What will you learn?
After completing this training, you will better understand:
The techniques of honesty priming, which you can use to open up respondents to give you more truthful answers
How to design and implement honesty detection and screening questions in your surveys and how to effectively use them to maximise the quality of your research data
How to de-bias your survey questions by asking them in more inclusive ways
How to craft survey questions that allow respondents to give more truthful answers
The techniques of gamification - how you can turn questions into games to gather richer and more truthful answers
How to create a compelling survey narrative to engage respondents in the overall survey experience
How to effectively design and visualise your survey and use icons to make your survey have better consumer experiences
Survey design ergonomics – how to optimise survey experiences for respondents to make it as easy as possible for people to answer your surveys
Jon and Martha's personal experiences and sharing their own experiments made their advice and tips very credible. Loved the sharing of the Excel Question Analyser. Liked the interactive tasks, good variety, simple but engaging.
Feedback from an attendee
Who should attend?
This course is for insights, data and analytics professionals (both client and agency sides), focusing on survey design, customer feedback.
It is aimed at researchers who have at least some basic experience writing surveys but are looking for ways to improve the quality of surveys they produce.
Speakers
Jon Puleston
ESOMAR Committee Member, Chief Methodologist at IpsosJon Puleston Ipsos’s newly appointed Chief methodologist. Formally VP of Innovation of Kantar Profiles. Jon is a specialist in survey design and research innovation and one of the most acclaimed market researchers working in the industry today. Over the last decade he has won over 30 international awards & accolades for his ground-breaking work pioneering research methodology and best practice across the fields of media, advertising, brand, political, health and B2B research.
He is a member of the ESOMAR Professional Standards Committee and joint chair of the ESOMAR Demographics Standard Committee.
Martha Espley
Research Director, Profiles Division at KantarMartha is a naturally curious researcher with more than 10 years of experience supporting clients gain the quality insight needed to drive effective business decisions.
Over this time, she has led the design and delivery of both small and large research programmes, supporting clients across a variety of business needs including usage and attitudinal studies, proposition, pricing, and communications testing, brand and communications tracking, and market landscaping.
In her current role, Martha also consults with clients on best practise research and survey design, advocating the importance of empathetic survey design in achieving rich and reliable data.