For 29 years, we have used marketing research tools and techniques to identify opportunities to strengthen our clients’ businesses. With the tools we use, we don’t just use them, we evaluate them to ensure they deliver accurate, cost-effectiveness results, and work in ways that encourage people to participate in the research.
To illustrate, by 2009, online survey tools that offered rank-on-a-scale questions had answer options in words (e.g. very satisfied to very dissatisfied), in numbers (e.g. 1 to 10), and in the then-new emoji images (below).
When first shown to possible participants, lots said that they “loved the smiling faces.” But to be sure the emojis would be most effective if used, we tested how people answered scale questions, and what were their preferred scale question answer types.
We found that the most effective scale answer places were number scales. The most preferred answer scales were word scales, and emoji scale questions generated the fewest answers and were least preferred. And for many, the emojis’ meanings were unclear. So, for effective results, we do not use emoji scale answers.
But as emojis have become commonplace in SMS messaging, we wondered whether they could be appropriate for use now and so had them reassessed this year. The findings were unchanged, so we continue to use the effective numbers and words answer places in scale questions
We regularly review the marketing research tools and techniques we use to ensure those are the most effective. To know more of how we can generate business-strengthening insights for you using the most effective tools and techniques, please call Philip Derham on 0414 543 765, or email him at derhamp@derhamresearch.com.au or use the Let’s get started form –
