Online surveys to a higher quality standard
Concept, packaging and communication testing, brand research, U&A studies, pricing research, and more….
We’re proud to reveal quality insights for these smart clients…
Higher quality survey results
Below are some of the ways in which we ensure our survey results can be trusted.
Questionnaire design
This is arguably the most important determinant of survey data quality. We use a comprehensive set of rules when designing questionnaires, which we can share with you.
Soft launches
We pre-test our surveys with a small sample before the main launch, and share the results with the client. This enables us to refine the questionnaire, if appropriate, in light of early results.
Fieldwork management
Our survey software interacts with respondents in real-time, prompting and probing, as required. It also uses “time controls” to prevent respondents from speeding through questionnaires.
Open-ended questions
These provide valuable insight, helping reveal respondents’ thoughts, feelings and reasoning. They also act as a vital tool for quality control, by revealing which respondents have fully engaed, and which have not!
Respondent selection
This comes back to questionnaire design, specifically the recruitment questions. We design these in a way which delivers genuine, properly-qualified respondents, whilst also excluding “professional” respondents and bots.
Deployment of AI
Whilst we check survey results individually by hand, we also use AI to accelerate and strengthen this process. For example, AI can help validate verbatim answers or detect straight-lining and other patterns.
“Intelligent application of quantitative data”
— David Preston, As the Crow Flies“You get the richness of qualitative married with the robustness of numbers”
— Shomik Ray, Diageo