Using the website survey in a different way
I was perusing the website for the New Jersey Performing Arts Center (NJPAC), gathering information for a possible job application. Under one tab, I noticed Performance Matchmaker and so I clicked on it. I was surprised to discover it was a survey to help perspective patrons select programming according to their interests. Usually, most art organizations (other organizations as well) use a survey to analyze a performance, overall programming, and their audience—income, background, likes, locale, etc. It is used as a post activity device rather than a pre-activity device.
The cool thing about this survey was its visual questions which were displayed along with the normal verbal questions. For instance, one question asked how a responder listened to her or his music by displaying pictures of a: record, CD, stereo, and I-pod. This is a great question for determining the user’s age without asking it but for the most part, it is a value question. The NJPAC will discover how a potential user relates to music and how this person fits in a profile. At the end of the survey, the responder is categorized—complimented.
My results stated that I was “contemplative and rejuvenating,” along with a short description of this category. Below the description, there was a programming list of shows that I might be interested in. It was a neat survey unlike others ones that get “too personal” or make you feel dumb. The survey illustrated how my tastes matched their tastes.
If you make a survey for your site to collect information, consider this list from my analysis.
1) Match it to your site—obviously, if you have a writing site, make it a writing survey, not to say that you can’t try other survey types. Make sure your survey is aligned with your audience.
2) Make it interesting—use visuals or other ways to ask questions. With sound, video, and other multimedia available on the web, there are different ways to ask the old-fashion survey question or obtain information.
3) Compliment your responder or give something away—go beyond the normal “thank you” for taking this survey. I liked the NJPAC survey because it “positively affirmed my tastes.” Whether the results were wrong or right, I related to it, it was the “fortune cookie” effect. No matter how many times you open a Chinese fortune cookie, knowing it is fake, you are still attracted to the results. “What will be my fortune this time?” You want to see your fortune even it’s wrong (funny how it is right most of the time). This survey uses this “fortune cookie” effect to connect to and analyze its responders.
And like other surveys that take place in malls or grocery stores, give something away free or the chance of winning something free. It is a good hook for the responder, yet be sure that he or she is honest as possible. I know that I have shotgun my way through a few surveys.
