The importance of online surveys cannot be denied, as this evolution has provided many improvements in quantitative research. Online surveys have resulted in a dramatic reduction in costs and timing, and while this is great, we have experienced a critical loss; the contribution of an experienced interviewer.
Experienced market research interviewers could detect confusion and would know when respondents were confused by a concept or terminology in the questionnaire. This kind of early detection would allow researchers to change the wording or add additional information for clarification before completing the fieldwork. This would have been especially helpful with fintech surveys in which consumers are asked about their perceptions and adoption of different fintech products like digital payments and crypto, for example. Fintech is an industry that is constantly evolving, and new vocabulary is introduced all the time, especially as new subcategories emerge. The average consumer will have difficulty keeping up, and without a market research interviewer, it can be challenging to speak to consumers about products because of the different levels of understanding.
Market research companies understand the importance of writing questionnaires in clear, concise and consumer-friendly language, and extra care must be taken when conducting market research on technical products and services like fintech. The good news is there are steps you can take to communicate your questions effectively, even without the assistance of an interviewer.
For more effective fintech surveys, you must:
Define technical terms clearly
It is highly recommended that you provide definitions of terms within the survey. Short definitions or clarifying statements can be very helpful and can be incorporated directly into the question text. Longer definitions can be programmed into the survey as pop-up boxes, and these can appear whenever a respondent hovers over certain words or phrases.
Draw from brand or culture
Providing examples can also be very helpful, and you can do this with commonly known brands or products.
Build in pre-tests to fool-proof
Organizing a pre-test can integrate the value that an experienced interviewer would bring, and you can invite a small group of relevant consumers once your questionnaire and definitions have been drafted. You can take note of any areas of confusion during this step, and additional questions can also be asked during the pre-test to collect feedback regarding your survey. Such questions would allow respondents to highlight confusing questions or terminology. Conducting pre-tests is highly recommended, especially if they are moderated, as participants can complete the online survey while a researcher observes and encourages them to speak about their thought process while they read and answer each question.
Ultimately, the quality of the information you gain from quantitative surveys is very much dependent on the quality and clarity of the questions you ask. You need to make sure you are set up to capture accurate responses that will effectively answer your business questions, and Survpoll can help you ask such questions without a highly experienced interviewer.
We can discuss your business and your needs, and you can contact us at any time if you are looking for experienced market research companies!