How to Create a Stellar Survey Through Brainstorming

KathrynKorostoffLeadInstructoratResearchRockstar

DanFleetwoodPresident,Ques5onPro

Communi5es

2

Uponcomple5onpar5cipantswillbeableto:LearningObjec5ves

§  Preparetofacilitateagreatbrainstormingsession

§  Usebrainstormingtoiden5fyimportantques5onnairecontent

§  Priori5zecontentgeneratedduringbrainstormingsessions

§  Keepbrainstormingpar5cipantsengaged

Introduc5on

WhatisBrainstorming?

A.  AprocesstohelpyoubreakoutofstandardthinkingpaLerns.

B.  Anyexerciseusedtojumpstartacrea5veprocess.C.  Amethodofproblemsolvinginwhichmembersofagroup

contributeideasspontaneously.D.  Aprocessforusingunrestrainedorspontaneous

par5cipa5ontogenerateideas.

5 ©2016ResearchRockstarLLC

In the context of this webinar, all of the above PLUS a process used to generate a list of

variables for possible inclusion in a well-planned questionnaire

WhyDoWeNeedIt?

§  Manythingsblockclearthinking,especiallyfear§  Haveyoueverbeeninamee5ng,andnotfullypar5cipated

dueto:–  Fearofbeingwrong–  Fearofstandingout/beingdifferent–  Fearofrepercussions–  Feelingyoudonothavepermission

6 ©2016ResearchRockstarLLC

WhyDoWeNeedIt?

§  Haveyoueverbeeninamee5ngtodiscussques5onnairedesign,andfeltitssuccesswasimpededbyA.  HabitsB.  Conven5onalwisdomC.  Dominantmee5ngpar5cipantsD.  Insufficientfacilita5onE.  Toomanygreatideas

7 ©2016ResearchRockstarLLC

TooManyIdeas?

Prioritization Process

©2016ResearchRockstarLLC8

Kick-offMee5ngs

§  Typicalsurveyresearchkick-offmee5ngagendaitems:–  Projectobjec5ves–  Samplingplan–  Researchdeliverables–  Timelines–  Dependencies–  Escala5onprocess–  And…..

©2016ResearchRockstarLLC9

Hypothesis generation!

Why have we experienced a sharp increase

in customer defections?

Idea A

Idea B

More!

What types of marketing

messages are likely to

resonate with our target

customers as we roll-out this new product or solution?

Idea A

Idea B

More!

If we discontinue

our print catalog, how might sales

change?

Idea A

Idea B

More! ©2016ResearchRockstarLLC10

Project Objectives = Brainstorming Topics

Brainstorming Needs

Haveyouevercompleteddatacollec5onandrealized….

§  Youmissedsomeimportantques5ons?

§  Youcan’tconductalloftheanalysisyouwouldlikebecauseyoudon'thavealloftherightvariables?

11 ©2016ResearchRockstarLLC

PlanningAheadforBrainstorming

Step1:ChooseYourTopic

SampleEnforcement

Qualifica5ons

Demographics

Measurement

PastorPlannedBehaviors

Aetudes

Percep5ons

Values

DataAnalysis

Demographics

Compara5ve

Psychographics

©2016ResearchRockstarLLC13

Variables We Need to

Design a Killer Questionnaire

Step2:PlanYourALendees&Venue

§  Numberofpar5cipnts–  3-5:Run“individual”versionsoftasks–  5to20:Run“team”versions–  Morethan20?Canbetough.BeLertorunseparatesessions

§  Par5cipantaLributes–  Diversityiskey.Seekamixof:

–  Job5tles–  Seniority–  Clientinterac5ons–  Personalitytypes

§  Venue–  Sufficientroomtomove,especiallyifdoingteam-basedversions–  Temperaturecontrol

14 ©2016ResearchRockstarLLC

Step3:SelectaBrainstormingExercise

§  We’llcovertwothatworkwellforsurveyplanning–  Buttherearemany,many!!–  100sofbooksonbrainstorminghaveexercisesthatcanbeeasily

modifiedforsurveyplanning

§  Aswegooverthetwosampleexercisesthinkaboutwhichone:–  Wouldbemostlikelytoigniteyourprojectteams–  Wouldbecomfortableforyoutofacilitate

15 ©2016ResearchRockstarLLC

BrainstormingExercise#1!

ChartstormingSteps

§  Goal:Use“thinkingwiththeendinmind”§  Result:Alistofitemssortedbasedonimportanceand

ac5onability§  Thewinnersshouldbeusedtocrapques5ons,answer

op5onsandscales

17 © 2016 Research Rockstar LLC

ChartstormingSteps

1.  Haveeachteamdesign5“musthave”chartsorothervisualsdisplaysonTopic§  “Imagineitistheendofourproject,andyouonlyget5charts.What

arethey?Sketchthemout.Nopointsforar5s5ctalent.”

2.  Displayallsketchesonthewall3.  Facilitate:

§  Consolidatebasedonoverlaps/redundancies§  Ratethe“keepers”on5=pointscalesofscalesofimportanceand

ac5onability§  Calculatethewinnersandsortinorderfromhightolow§  Askpar5cipants:Anysurprises?§  Usethechartstocreatealistofvariables,whichcanthenbeturned

intoquesFons

18 © 2016 Research Rockstar LLC

BrainstormingExercise#2!

OppositesRule

§  Goal:Usecontraststochallengeconven5onalthinking§  Results:Alistofitemssortedbypoten5alsurveyvalue

20 ©2016ResearchRockstarLLC

OppositesRuleSteps

§  Presentpre-plannedhypothesesrelatedtotheTopic–  Getteammemberstoeditoragreeonafinalsetof3–5

§  Re-writethemasopposites§  Askeachteamtogenerateitsideas

–  Givethematleast10minutes

§  Haveeachteampresenttheir“top5”–  Foreachitemtheypresent,havethegroupratethemonpoten5al

surveyvalue

§  Sortthefinalistsbasedongroupconsensus§  Usetheideastocreatealistofvariables,whichcanthenbe

turnedintoquesFons

©2016ResearchRockstarLLC21

Example

§  Forahypothe5calmarketsegmenta5onstudy:youwanttoiden5fysegmentsthatwillbepriori5zedbasedonpropensitytobuyyourproduct.

§  Oppositesapproach:–  Task:DescribeapersonwhowouldNOTbuyourproduct.

–  Employment?–  Age?–  Magazinestheyread?–  Carbrand?–  Aetude?–  Behavior?–  Clothingstyle?–  FavoriteTVshow?

22 ©2016ResearchRockstarLLC

Let’sTryIt!

©2016ResearchRockstarLLC23

Facilita5on:Show5me!

Areyourclientsinternal,externalorboth?

©2016ResearchRockstarLLC25

Step4:EstablishingtheRightEnvironment

Welcome attendees

Establish Trust

State Topic Smile and encourage!

Avoid filtering: “Variety is

key!”

Write down ALL ideas Add fun

26 ©2016ResearchRockstarLLC

Great Brainstorming Requires a Great Team

Dynamic

Facilita5on:BeConfident

Step5:Facilitate!

§  Facilitateyourexercise.–  Don’trushit

§  Don’tletanyonepersondominate—includingyourself!

©2016ResearchRockstarLLC28

“Ifyouareonlyhearingfromthesamepeople…youarenotgoingtolikelyreinventorinnovatemuchofanything.”Source:h;ps://hbr.org/2009/05/how-to-lead-be;er-brainstormi

PlanningAheadBoostsConfidence!

©2016ResearchRockstarLLC29

You can do it! Really nervous? Invite a colleague to co-facilitate

Whyarewedoingthebrainstorming?

Weneedtoknowthetopicstokeepthebrainstormingontask

©2016ResearchRockstarLLC30

GreatFacilitatorsAddFun!1.  Givepar5cipantsstressballs,Rubik'scubes,otherthingsto

“play”with2.  Bringabuzzerorfunny“sound”machine3.  Removetheconferencetable4.  Addmovement:

–  Bringasop/foamballandaskpeopletotossitapertheytaketheirturn

5.  Askthemtoroleplay:–  Dotheexerciseasifyouwere“ClintEastwood”,“Beyonc锓Bill

Gates”,“a3yearold”,“TomBrady”,“RichardBranson”,etc.

31 ©2016ResearchRockstarLLC

Step6:Assess!TheSurveySuitabilityTest

§  Reviewtheideas/finalists–  Areweaskingsomethingthatpeopleareabletoeasilyanswer?–  Areweaskingsomethingpeoplewillbewillingtoanswer?–  AreweaskingwithanappropriateFmeframe?–  AreweaskingsomethingtoohypotheFcal?

32 ©2016ResearchRockstarLLC

THANK YOU!

Questions?