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Researchers continue to face increased competition for respondent attention. While the topic is as broad as it is important, new research shared in this webinar centers on optimizing surveys for short attention spans and implementing more effective "attention traps”.
This webinar features two highly rated presentations from this year’s CASRO Online Research Conference.
"Shorter Isn't Always Better”
This experiment addresses the impact of survey length and complexity on respondent fatigue and engagement. The working hypothesis is that a core group of panelists do not fatigue easily or benefit from seemingly more engaging survey enhancements, while the group that does is difficult to engage long term without drastically altering the subject matter. In short, one size does not fit all. Statistical models predicting engagement that leave out interactions between design elements and personality may be underspecified and lead to the wrong conclusions.
• Inna Burdein, Director of Panel Analytics, The NPD Group, Inc.
"Do I Have Your Full Attention?”
When respondents fail our attention traps we like to think it has been proven that they were not paying attention. How do we know that inattention is what we are trapping? This original research will demonstrate that what we consider ‘inattention’ might better be explained through the concepts of cognitive under specification. It is the trap itself that causes the failure—the respondent’s response is entirely normal and human.
• Pete Cape, Global Knowledge Director, SSI
John Bremer, Chief Research Officer, Toluna; Co-Chair, 2013 CASRO Online Research Conference