In this episode of Getting to Aha!, Darshan Mehta is joined by Dan Fleetwood, President of Research and Insights at QuestionPro. They discuss Dan’s aha! moments along his career journey. They further discuss roadmaps to online survey response optimization, role of online communities in market research, and much more. 

They delve into the influence of COVID on online survey adoption and accessibility, the role and impact of atomic research, survey presentation recommendations, and the future of online qualitative user research.

Dan is the President of Research and Insights at QuestionPro. He has over fifteen years of market research experience and is passionate about the role that software plays in helping businesses. Dan believes that software can help companies get better feedback, uncover actionable insights, and ultimately develop better products and services. His role in tech started early in his career, where he saw rapid growth in the market and realized he wanted to do something in tech.  Prior to QuestionPro, he worked with Pacific Market Research, where he used technology platforms as the project management director.

👉 Atomic research is an essential element of insight and research repositories, as it aids the creation of a structure that provides a corporate taxonomy for effectively managing user research

👉 Atomic research not only breaks down information, but also stores it for easy access, which clients can refer to later when they need additional insights over time

👉 A survey length of ten to twelve minutes is optimal, and if it will be longer, respondents should be informed and incentivized. If it is multiple choice, Dan recommends drafting between twenty and thirty questions, with five to eight demographic questions

👉 Three steps to implementing atomic research;

👉 When you are sending out a survey, make sure that you would take it yourself

👉 Make your survey more interactive, meaningful and fun for respondents using smileys ranking, thumbs up, images and videos, and progress bars

👉 The ideal length for a survey is ten to twelve minutes, before you start to experience respondent fatigue

👉 One common survey mistake is attempting to make it excessively complicated with overly complex logic such that the respondent is unable to comprehend the study path

👉 Online communities are essentially about having a quick pulse on what's going on in the market to adjust to certain changes

👉 “Most companies have a CRM for customers, but what do they have for their data?”

👉 Videos can lead to better engagement with online surveys in the future

👉 With more interactive questions, Heatmap analysis can also provide clear insights on preferences of respondents

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