The following survey design best practices drive the most valuable results for our Lucid Measurement customers. Align to Cint's in-house developed template as closely as possible.
Stick to the survey template: This includes using the question text as often as you can for a quick, error-free setup process and to ensure your question is included in the benchmarks.
Keep the survey short: For best results, the survey should be a maximum of 5 questions. The shorter the survey, the more engaged the respondent will be and the more likely they are to provide accurate responses. You can add up to two custom questions (mapped to a different KPI) to your survey.
Limit grid questions: For the best results, only include one or two grid questions. Too many grid questions increase respondent fatigue, which can lead to negative or inaccurate results.
Keep your brand name out of questions: Disguising the advertising brand ensures that respondents will answer subsequent questions as truthfully as possible.
Use competitors’ brand names as answer choices: Whenever possible, use your brand name and competitors’ brand names as answer choices. This keeps the consistency and simplicity of the survey. If brand names are not appropriate choices, use a 5-point likert scale choices. Avoid yes/no or true/false answer choices as these can lead to less valuable results.
Be mindful of the competitors you include: Select brands that are comparable as competitors. For best results, include a minimum of 2 competitors, but no more than 10.
Target audience filters
Include target audience filters when possible: Your campaign likely has a target audience you are trying to reach. An easy and efficient way to filter results in the product is to add a target audience filter. Limit yourself to three target audiences to keep the survey short.
Qualify your audience with an activity, product, or timeframe: In order to include target audience filters, persona attributes must be asked as qualifying questions. It is best to use an activity, product, or timeframe in the question and associated answer choices.
Baseline questions
Avoid adding more baseline questions: Baseline questions are automatically included in every Lucid Measurement survey as part of Cint's deconfounding methodology. This ensures that respondents in the exposed and control groups are similar both in demographics and psychographic/behavioral traits. For optimal results, avoid adding more baseline questions. If you must add, add no more than two.
See baseline questions for more information.
Standard survey logic
Skip and carry forward logic serve as an added quality measure and best practice. Where the standard Brand Awareness KPI is included in the survey, the following logic is applied to Lucid Measurement software studies:
Skip logic
All subsequent brand lift questions are skipped if a respondent answers “none of the above” for Brand Awareness, indicating they are not aware of any of the listed brands.
If a respondent is not aware of the in-target brand, the Brand Attributes question is skipped.
Carry forward logic
For all KPIs following Brand Awareness, respondents are only prompted to select from the list of brands they indicated they are “aware” of in the Brand Awareness question.