THE RE-INVENTED QUESTIONNAIRE

Everyone that has participated in questionnaire surveys knows how tedious the activity can be. People who deal with the data also know that open questions are more difficult to quantify and analyse, yet they are a better source of information than the multiple-choice surveys.

A solution to this problem is to create a hybrid survey; a mixture of multiple choices and open questions. This system allows the categorisation of open questions, as well as allowing a measure of relevant emotional and personal responses.

The example below illustrates a hybrid questionnaire used in one of VRD RESEARCH projects. This questionnaire had three different elements: (1) A board to map the answers by frequency. (2) an answer sheet, comprising a space for writing answers, as well as a space for people to qualify the impact of the relative subject. (3) Emoticons to categorize the experience people had with a defined subject.

The enjoyable interactivity and the triangulation of information coming from different sources allowed us to have confidence in the findings, and reach useful conclusions.

The positive feedback from participants illustrated that they found the completion of the survey a fun experience.