How to ask about satisfaction on a survey by @cjforms
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How to ask about satisfa ction in a survey Caroline Jarrett, November 2012
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Surveys often include questions about satisfaction. What is satisfaction, and what does it mean for user experience? This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Transcript of How to ask about satisfaction on a survey by @cjforms
How to ask aboutsatisfactionin a surveyCaroline Jarrett, November 2012
This presentation is also available as an article
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http://www.uxmatters.com/mt/archives/2012/11/how-to-ask-about-user-satisfaction-in-a-survey.phpor
http://bit.ly/RyCrJK
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Askingaboutsatisfaction
The background
The challenges
The opportunity
The other day, I got this survey
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It got me thinking: what does ‘satisfied’ mean?
Disappointed Thrilled
An emotion that fits here?
Or maybe on another scale?
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Disappointed Thrilled
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Miserable Happy
Something missing Something extra
Below par Above par
Unfair Privilege
And would it be the same place on each scale?
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Disappointed Thrilled
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Miserable Happy
Something missing Something extra
Below par Above par
Unfair Privilege
Or is it best represented by something else altogether?
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Or is it best represented by something else altogether?
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Maybe not.But someone
must havethought so.
Askingaboutsatisfaction
The background
The challenges
The opportunity
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Emotion
Satisfaction here= “pleasant”
Satisfaction here= “delight”
Satisfaction reflects different emotionsdepending on level of engagement
Adapted from Oliver, R. L. (1996) “Satisfaction: A Behavioral Perspective on the Consumer”
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Satisfaction requires comparison of an experience to something else
Compared experience to what?
(nothing)
Expectations
Needs
Excellence (the ideal product)
Fairness
Events that might have been
Adapted from Oliver, R. L. (1996) “Satisfaction: A Behavioral Perspective on the Consumer”
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And the resulting thoughts differ accordingly
Compared experience to what? Resulting thoughts
(nothing) Indifference
Expectations Better / worse / different
Needs Met / not met / mixture
Excellence (the ideal product) Good / poor quality (or ‘good enough’)
Fairness Treated equitably / inequitably
Events that might have been Vindication / regret
Adapted from Oliver, R. L. (1996) “Satisfaction: A Behavioral Perspective on the Consumer”
Example: bronze medal winners tend to be happier than silver medal winners
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Nathan Twaddle, Olympic Bronze Medal Winner in Beijing
Photo credit: peter.cipollone, Flickr
Matsumoto D, & Willingham B (2006). The thrill of victory and the agony of defeat: spontaneous expressions of medal winners of the 2004 Athens Olympic Games.
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Not all experiences are equal
Major life event
Unremarkable, repetitive
Occasional, salient
Winning an Olympic medal
Watching an eventfrom the 2012 Olympics on TV
Watching the TVnews on a slow day
News images from cnn.com
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The approximate curve of forgetting
Long ago
Hig
h
Recent
Low
Time since event
Qualityof data
Major life event
Occasional, salientUnremarkable,repetitive
Memorable experiences are likely to be complex
• Think about the experience of buying a car– What would you expect to happen?– What would you need to happen?– What would the ideal experience be?– How would you expect to be treated
compared to other people who buy cars?– If you didn’t do this,
what else might have happened?
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Image credit: Hugh90 on Flickr
Askingaboutsatisfaction
The background
The challenges
The opportunity
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A quick, interesting question is fine
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“Why did you come to this web site today?”
This helps to learn about needs
You could ask about…
• Who ... “Tell us a bit about yourself”
• What …
• Where…
• When …
• Why…
• How …
• You can even ask:
“Please rate your experience:”
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Other things you can ask about?Any bit from your preferred definition of UX
But whatever you do, have a BIG BOX for the context
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Don’t try to ask everything
Tip
A couple of questions: fine. Dozens? No thanks.
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Ask about recent vivid
experienceTip
Image credit: Fraser Smith
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Ask a sample, not everyone
Tip
Make me feel special
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Interview first
Tip
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Bonus
TipSurvey = Questionnaire
+ Process
Successful
That involveslots of testing
More resources on http://www.slideshare.net/cjforms
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