Tag Archives: People aren’t robots

My wish for 2017

Last year I wrote two completely different books. The first, called People Aren’t Robots, is a practical guide to questionnaire design. The second book details strategies and tactics for becoming a thought leader. As I said, two completely unrelated books. But as I pondered about those books in general terms, I realized they actually have a lot in common. Both books devote much content towards treating others as real people – flawed, subjective, emotional human beings. 

In the world of questionnaire design, this means realizing that people want to help by answering questions even when researchers think they don’t ‘qualify.’ That people want to help researchers by finding the best answer even when no answers are correct. That people want to finish questionnaires even when those questionnaires are painfully long, confusing, and boring. It means that researchers need to rethink how they write questionnaires so that the human on the other side is treated with respect rather than as a source of data. 

In the world of thought leadership, it means letting employees talk to clients in their own voice, without formal language, and without trademarked terms. It means letting employees share their personalities and interests when they chat with customers online so that they become genuine friends. It means that employers need to trust their employees to relate to others in the online world as people, not logos. 

My wish for 2017 is simple. I wish that people would stop engaging with other people. Stop communicating, stop connecting, stop broadcasting. Instead, let’s chat. Let’s noodle over ideas. Let’s ponder and debate and talk. Let’s prattle on and yak and gab. Let’s drop the formalities of standard social media connections and business conversations and start behaving like genuine human beings with faces and names. People who share silly jokes and terrific research design tips, funny cartoons and cool SQL code bits. 

Not only is it more natural, it’s good for business. Think about some of the customer service experiences that have gone viral. This Netflix agent who pretended to be a Star Trek captain (http://www.huffingtonpost.com/2013/10/31/netflix-customer-service_n_4178662.html) or this Amazon agent pretending to be Thor ( https://www.joe.ie/movies-tv/great-odins-raven-amazon-customer-service-agent-pretends-hes-thor-and-its-fantastic/459458). 

Of course, this isn’t a call for everyone to start pretending to be superheroes and cartoon characters. It is, however, a call to let the inner geek and nerd out of the box. Let the inner human out. 

Annie Pettit, PhD, FMRIA is a research methodologist who specializes in survey design and analysis, data quality, and innovative methods. She is the author of People Aren’t Robots: A practical guide to the technique and psychology of questionnaire design  as well as 7 Strategies and 10 Tactics to Become a Thought Leader, available on Amazon

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People Aren’t Robots – New questionnaire design book by Annie Pettit

I’ve been busy writing again!

People Aren’t Robots: A practical guide to the psychology and technique of questionnaire is the best 2 bucks you’ll ever spend!

Questionnaire design is easy until you find yourself troubled with horrid data quality. The problem, as with most things, is that there is an art and science to designing a good quality and effective questionnaire and a bit of guidance is necessary. This book will give you that guidance in a short, easy to read, and easy to follow format. But how is it different from all the other questionnaire design books out there?

  • It gives practical advice from someone who has witnessed more than fifteen years of good and poor choices that experienced and inexperienced questionnaire writers make. Yes, even academic, professional researchers make plenty of poor questionnaire design choices.
  • It outlines how to design questions while keeping in mind that people are fallible, subjective, and emotional human beings. Not robots. It’s about time someone did this, don’t you think?

This book was written for marketers, brand managers, and advertising executives who may have less experience in the research industry.

It was also written to help academic and social researchers write questionnaires that are better suited for the general population, particularly when using research panels and customer lists.

I hope that once you understand and apply these techniques, you think this is the best $2 you’ve ever spent and that you hear your respondents say “this is the best questionnaire I’ve ever answered!”

Early reviews are coming in!

  • For the researchers and entrepreneurs out there, here’s a book from an expert. Pick it up (& read & implement). 👌
  • Congrats, Annie! A engagingly written and succinct book, with lots of great tips!
  • Congratulations! It’s a joy watching and learning from your many industry efforts.
  • It looks great!!! If I could, I would buy many copies and give to many people I know who need some of your advice.🙂
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