How Far is Too Far by Bernie Malinoff #Eso3D #esomar

This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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How far is too far
Traditional, flash and gamification interfaces, and implications for the future of market research online survey design
Bernie Malinoff, element54, Canada

  • 95% of surveys are boring, basic. [yeah baby!]
  • Matrix questions are still horrid. [yeah baby!]
  • Just because you have flash, just mean you should use it [Bernie, are you reading my mind?]
  • How do you choose the right eye candy from the all you can eat buffet?
  • Want to decrease straightlining? Basic surveys 9%, flash survey 6%, game method 0%.
  • Want to increase time on page? Maybe you just need a more visually engaging page with brand logos.
  • Data changes massively if you change the interface. [Remember offline to online? Phone to online?]
  • Flash makes it 20% longer, game makes it 70% longer. ho much is too much? [I’ll answer anything for every if you provide the sugar!]
  • Norms are the fortress, an important part of client relationship [What made norms perfect? Maybe they’re based on bad surveys with straightlining and random responding]
  • Can creativity and scalability coexist?  I love lucy says maybe not….  Better fast cheaper often conflict with creativity
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