The background

The backbone of any good business decision is understanding your market through research. Socialabra realized the opportunity in faster and more valuable research insights could bring to our clients, such as Sunwing, Mandarin and Loreal, so we decided to explore how we could use our existing technology and create a platform that would not de-risk the market research process, but also make it a pleasant experience. Here is what we found. 

The Study

We conducted an Online Visual Survey Pilot Study that was able to test comparative theories surrounding survey type, panel engagement, and the conversion of respondents to brand advocates. A CAPI/MCAPI Concurrent Comparative Study was run from August 9-August 15, 2014. The survey was incentivized in the from of a prize draw via sponsors L’Oreal Paris and Sears Canada. The objective was to determine respondent engagement comparisons between visual surveys and text based research methods.

The pilot was able to discern that SociaLabra’s visual survey was a better medium in terms of achieving completes than traditional text-based surveys; increasing engagement and resulting in lower drop-out rates overall.

Image-based surveys improved respondents’ completion by 22% over traditional text-based surveys.

Due to the relative stability of clicks per impressions despite disparities in influences featured, the pilot was able to substantiate SociaLabra’s hypothesis that niche community provide a better recruiting platform than RTB.

Niche networks are 50% more effective in recruiting respondents than real-time bidding (RTB) ad exchanges. 

The pilot validated that niche community recruiting is a better platform for brands to utilize when seeking feedback and engagement from its key advocates.

Respondents for image based surveys are 21% more likely to volunteer personal information than for text-based surveys.

The project proved that online visual surveys are engaging, can deliver results more quickly and participants are willing to engage in more surveys .

jobs to be done

Design a tool that will streamline the survey creation workflow, and allow market researchers to create a more visual and engaging experience for participants.

My contributions

• User research
• Feature development
• Wireframe and hi-fidelity prototypes 
• CSS maintenance 

Pain points from user research

• Creating a survey is tedious
• Create logic and routing between questions can be complex and can overwhelm the user
• After a survey is complete, understanding the results and highlighting key insights is a challenge
• For user, doing a survey that is perceived as text-heavy increases the chances that they will mindlessly click through, or quit before finishing

The solution

The Market Research Cloud (MRC) is a DIY market research web tool that improves the survey creation process by making it simple, intuitive, and engaging. This web app allows users to select panel audiences, create a visual and interactive survey, keep track of real-time results and create an infographic report from the data.