The researchers toolkit has become increasingly complex and sophisticated, and a large segment of the research business who were trained during the “telephone” generation, are finding themselves ill-equipped to handle many of the usability aspects of the Online survey design process.

I’ve shown a video during many presentations this year – of Joe, a typical respondent who had an unfortunate experience trying handle a complex question. It shows the last portion of the 5 minutes that were spent on a multiple choice grid question (since not all MR questions are yes/no). The findings highlight important usability learning, but also important DATA QUALITY considerations – what to do with data when they have clearly changed their answers after not being able to click “next”? Stay tuned for more usability tips, and contact us to learn more.