Fundamental #2. People who enjoy giving feedback, give more feedback
“Feedback shouldn’t be fun” said nobody, ever! So then why is giving feedback often so tedious I hear you ask? What is it about the specific act of giving feedback (at least over digital channels) that makes it such a chore? Is it because the ways that questions are asked have barely changed in 20 years? We think so.
Over time the way we interact and communicate has changed. For example, when my dear cofounders sent me a message asking how a recent business trip to Australia was going, I replied with “?”. Or when they asked my opinion on a new product feature, I sent a meme highlighting my excitement and joy. As strange as that sounds, I know I’m not the only person that communicates in the world of emojis and memes ?.
If we take a step back and evaluate changes and trends in the digital space, we quickly see that advances in technology have enabled new ways to interact. For example, swiping to vote, drag and drop to organize, hand gestures to control, speech to text for input, using emojis to show emotion and sending micro videos to tell stories. Yet, when it comes to the humble survey, we’re still clicking radio buttons and making selections from drop down boxes.
We must therefore open our minds (and imaginations) to new ways of asking questions. Not just because we can, but because our data shows that interactive surveys that leverage innovative or fun ways of asking questions provide a better, more enjoyable user experience. Sounds obvious, I know, but did you know that our data also shows that when people enjoy giving feedback, they give more! In comparison, traditional surveys that utilize more traditional question types receive up to 10 times lower response rates.
With this in mind let’s look at a few innovative ways people are asking questions with ntropy:
- Swiping: Ask a yes / no question and let your audience simply swipe left or right to answer. This is my personal favorite. A recent survey on the ntropy platform by the City of Sydney got 50,000 swipes!
- Drag-n-drop to rank items: Rather than asking people to assign a rating to each item, simply provide a list that they can drag and drop to rank using their finger or mouse. A somewhat tedious task becomes quick and simple.
- Pin locations on a map: ntropy’s map question type can automatically default to the respondent’s location and allow them to pin locations on a map. Perfect for scenarios where you need to quickly and accurately capture location information.
- Image and video uploads: Multimedia content can be a great way to bridge the gap between qualitative and quantitative research. Allow respondents to easily snap a photo or upload a video review.
- Rewards: While not actually a question type, customers are embedding ntropy’s reward wheel directly into surveys and giving respondents the opportunity to get rewarded for their feedback. I’m a huge fan of this approach since giving feedback can be a big ask, and rewards certainly make the experience much more fun.
Of course, ntropy still provides support for more traditional question types, which are extremely powerful when used correctly. The next time you run a feedback campaign ask yourself how fun the respondents experience is, and if the answer is not very, then consider utilizing less common question types combined with rewards.
Stay tuned for my next post which discusses the importance of a multi-channel feedback approach.