The Work
Canada’s largest eyetracking study (n=100). The goal was to find out whether the increased visual nature of online surveys supports or interferes with the goal of online surveys: to acquire unbiased, reliable data on a research topic. The following research questions were addressed: Do participants understand the questions asked? Do modern questionnaires introduce more bias than traditional designs? How does respondent engagement differ between the two designs?
The Methodology
Eye tracking analysis in usability lab environment with recording of user interaction with two versions of the same online survey. One-on-One post-experience interview (subjective questioning).
The Conclusions / Recommendations
Participants read survey questions holistically and include the answer options in their comprehension of the questions. Visual choices often distract and introduce more bias in both question comprehension and in participants’ responses. Rich media in surveys must be used in a manner that considers the media as an integral part of the question. Rich media questions should be tested against traditional ones before applying them to an online survey.