TinSort: Asking Market Research Questions the Tinder Way

Lütters/Westphal/Van Heerden: · TinSort: Asking Market Research Quest... #GOR16 · Dresden 4th March 2016 · @luetters
General Online Research 2016 - Dresden, 4th March 2016
Track B10: Human-Computer Interaction
Holger Lütters – Hochschule für Technik und Wirtschaft Berlin
Daniel Westphal - pangea labs GmbH
Gené van Heerden - University of Pretoria
Example of TinSort under https://goo.gl/1kKhoY
Report available under http://goo.gl/zf8tJp
TinSort:
Asking Market Research Questions the Tinder* Way
*Tinder is a trademark of TINDER, INC.

TinSort:
A new question type for market research
inspired by mobile reality
1

• More and more online participants in survey research take an interview on
a mobile device
• Younger target groups are responsible for a growing average rate of
mobile respondents
• Market research industry reacts with responsive design, shrinking
question to the small screen
• Background idea: How do conduct interviews with illiterate respondents?
• A lack of new interaction forms for serious research made us turn an idea
into a market research question
Mobile research is lacking new forms of interview interaction

TinSort using a “Tinder*” style usability for market research questions
offering a dual mode of answer input to a visual stimulus
http://www.buzzfeed.com/regajha/yo-yo-honey-single?utm_term=.kpvRQjgAAw&sub=3506957_4218802
https://media.giphy.com/media/yoJC2BfHs4kSNsM6yc/giphy.gif *Tinder is a trademark of TINDER, INC.
Click Answer Swipe Answer

2
Study set-up and field report
Empirical study comparing multiple choice
questions with sequential TinSort questions

TinSort interaction design researched on three levels
TinSort...
• a sequential fullscreen
stimulus
• with randomization functions
• optional graphical support
• dual interaction mode with
touch or click input
• Works on all devices without
additional technology or
adaptation
Hidden inside a questionnaire with
questions about the willingness to
take market research interviews.
Three TinSort interventions with
I. Simple text
II.Text with graphical support
III.Text with “emotionalized”
graphical support
What is different with TinSort? Test setting on three levels

I. Multiple Choice vs. TinSort (Text only)
Dual usability concept “Swipe” or “Click” (6 items)
Example classic question type
text (multiple choice
randomized)
Example TinSort with text
(identical items in random sequence)

II. Multiple Choice vs. TinSort (graphical)
TinSort with negative vs. positive statement (8 items)
Example TinSort with graphical support
(identical items in random sequence)
text (multiple choice
randomized)

III. Multiple Choice vs. TinSort (graphical “emotionalized” support)
10 items
(multiple choice randomized)
Example TinSort with graphical support
(identical items in random
sequence)

Concept of the study
Field Work
questionnaire with TinSort
using
Joint project of different market research players
interviewed n=807 participants on different channels and devices
• 13 Minutes questionnaire
• Run October 2015 in Germany
• 1400 contacts
• 807 complete Interviews
• 216 In-App Interviews
• Quota on device used
TeamworkField Report

3
Results of the comparison between
Multiple Choice vs. TinSort representation

I. Six items in text representation about motivation to take surveys
Item 6
Item 1
Graph shows answers “clicked” and “yes”

II. 8 items about invitation channel preferences with picture
support
Item 8
Item 1

III. 10 items about preferred ways of being interviewed
Item 10
Item 1

Tinsort takes ONE second more time to answer 24 items resulting in 55%
more “positive” answers
+588 answers
= 59% more answers
+795 answers
= 81% more
answers
+546 answers
= 36% more
answers
+0,96 seconds
= 1,7% more time used for
TinSort question type
+1929 positive answers more for 24
items
= 55% more positive answers for
TinSort question type

4
Evaluation of the question type TinSort

Summary
TinSort might be the better version of a Multiple Choice question
• Participants in online surveys behave during multiple-choice questions as
if they were asked to answer a single choice question
• Mobile approaches without a clear definition of the distinction between
Single and Multiple-Choice are problematic
• TinSort question type results in much more answers (= less item non-
response) in comparison to a multiple choice representation of the
identical items
• TinSort is a new question type that enriches questionnaires at no cost
• No-brainer text type offers improvement to avoid non-response
• Randomization is mandatory to reduce order effects
• Influence of graphics on answers needs to be further researched
• Mobile optimized questionnaires speed up the interview process
(even on Desktop-Computers)
• Mobile research needs mobile ideas (that would still work on
other devices: Device Agnostic)

Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Thanks to the supporters of the study
Authors
Holger Lütters – HTW Berlin
Daniel Westphal - pangea labs
Gené Van Heerden - University of Pretoria
Contact
Prof. Dr. Holger Lütters
Hochschule für Technik und Wirtschaft Berlin
Holger.Luetters@htw-berlin.de
www.luetters.com
Twitter @luetters
xing.com/profile/Holger_Luetters
de.linkedin.com/in/luetters/
Thanks to Benjamin Schubert and Ian Thomson
for their support during the project
Thanks to
questionnaire with www.questfox.com
questfox® is a development of pangea labs GmbH
www.pangealabs.com
TinSort Question Example under
https://goo.gl/RbK5Xo
Report under
http://goo.gl/zf8tJp

TinSort: Asking Market Research Questions the Tinder Way

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