Visuals in questionnaires

Research is a profession that should be carried out by experts. The biggest threat to quick and cost-efficient research is that the quality is almost always suffering. DVJ wants research to remain good. Even when it is quick and against low cost. For this reason, we regularly share examples of mistakes and best practises in the market. We share our thoughts and possible solutions to improve research. By following these tips, we can make research better. This time the honour belonged to Research Expert Lisette Kruizinga – de Vries.

Research is a profession that is constantly evolving. My passion for research starts with making a questionnaire that is fun and easy to fill out for respondents and does not cost too much time. In that way, most valid responses will be obtained which ensures high quality insights for our clients.

Recently, I filled out a survey. It was about physical stores and a specific question was about which store I would prefer for fashion or cosmetics. Instead of providing simply the names of the brands in a list, I could easily pick an option by simply clicking on the logos.

Figure 1

Providing your answer options in such a way makes it easier and more fun for respondents to fill out questionnaires and thus improves data quality. It is visually more attractive and easier to find the store you prefer. In addition, it is also easier to click on such a large logo than it is to click on a small circle in front of a brand name.

Adding logos of brand names as answer options in your survey is something that can easily be implemented.