The difference between Donald Trump and tap water
Let’s get nerdy about an overlooked aspect of survey design.
Marketers often complain that questions with numbered scales (e.g., “on a scale from 1-5… ”) do not capture what shoppers value.
The problem, however, isn't with the scales themselves, but with the labels.
(e.g., “extremely satisfied.”)
Labels should be as meticulously tailored to the question as an expensive suit.
Yet they're usually chosen off the rack.
And end up “fitting” about as well as an oversized t-shirt on a child.
This week, I’m sharing a design tip for crafting better labels.
It will help you get:
• Deeper insights
• More actionable solutions
• Alternatives to “extremely satisfied” that will make your surveys look like Don Draper.
This “tip” is based on a simple observation:
Opinions can be blurry — like a damaged VHS tape image — or clear — like a 4k ultra HD screen.
If an opinion is blurry, labels should describe an opinion.
Just like a lens brings an image into focus.
For example:
Overall, how satisfied are you with the tap water at your home?
• Always clear, fresh-tasting, and refreshing.
• Usually good with a pleasant taste and clear appearance.
• Adequate, though occasionally off in taste or smell.
• Often has a noticeable taste or odor.
• Frequently cloudy or poorly flavored.
If an opinion is clear, labels should define a number.
Just like marking a ruler with inches and centimeters.
For example:
How favorable or unfavorable is your view of Donald Trump?
• Very Favorable
• Favorable
• Neutral
• Unfavorable
• Very Unfavorable
What you can do next
I began rethinking labels after a recent Survey Roast I conducted for a client exploring a new, yet-to-exist category.
The labels we designed deepened our understanding of the topic, before we even launched the survey.
This is a common need among brands and agencies: articulating an opinion in addition to measuring it.
Need help doing that?
Want to move beyond dull labels like “extremely satisfied”?
And get “4k labels” instead?
Click on the link below and book a Survey Roast.
I’d love to help.
Better labeling is just one of the many nuanced design tips I provide.
https://www.sammcnerney.com/45-dollar-survey-roast
Cheers,
Sam