Respondent Experience

  • Getting People to Talk About Awkward Topics

    By jessicabroome on August 17, 2017
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    After a three-day conversation with 12 strangers about peeing in their pants, I can now safely say I will talk to anyone about anything. Let me back up. Last month, I got an email from a new client. She’s coming up with a new adult incontinence product (think Depends) and wanted to do some audience research with women under 65 […]
  • Dispatch from the Road: In-home Ethnographies in Kansas City

    By jessicabroome on March 8, 2017
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    It’s been a busy few weeks, including a mid-winter trip to America’s heartland! I had never been to Kansas City before, so when I was approached by a food company who wanted to get to know their core consumer (midwest moms aged 25-39) better, I jumped at the chance. I spent two days going into people’s homes all over the […]
  • A Heartbreaking Reminder that Respondents are Real People

    By jessicabroome on January 17, 2017
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    Ever since our presentation on the Respondent Experience at CASRO last year, one response has really stayed with me. We asked people what makes a survey experience BAD, and while a lot of people complained about design issues like long grids, repetitive questions, and spelling/grammar mistakes, one woman wrote a gut-wrenching response about the survey recruitment process: “It would be […]
  • Happy Holiday’s?

    By jessicabroome on December 19, 2016
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    It’s that time of year again. My inbox is full of holiday greetings from every research vendor who has me on their mailing list. I know it’s the thought that counts, but really these greetings are pretty easy to ignore. In fact, the only one that really stood out was one I got last week, with the subject line “Happy […]
  • The “Motivation Trajectory” of Survey Respondents

    By jessicabroome on December 5, 2016
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    It’s been a few weeks since my talk at CASRO, and I’ve been too busy with client work (that’s a good thing!) and current events to really focus on delving deeper into some of the areas we touched on in the presentation. But the REX project is moving full steam ahead, with data just in from 11 countries, and I’m […]
  • So excited about REX!!!

    By jessicabroome on October 24, 2016
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    The Respondent Experience (REX to its friends) research on research that my friend and colleague Kerry Hecht of Recollective and I presented at IIEX last summer has exploded! We’ve joined forces with Andrew Cannon of the Global Research Business Network, who is coming at this from a perspective of building consumer trust in research—a great tie-in and fascinating for me […]
  • More on the Respondent Experience: 3 Pillars of Respondent-Researcher Relationships

    By jessicabroome on July 5, 2016
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    Last month I presented at IIeX for the first time along with my friend and colleague Kerry Hecht Labsuirs of Recollective. She gives a great overview of our research on the respondent experience here, and I want to drill down into what we see as three pillars of the respondent-researcher relationship. Kerry points out, “Ultimately, it comes down to respect, […]
  • A Day in My Life: Hikealongs

    By jessicabroome on July 27, 2015
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    A former client and friend called me this spring and invited me to collaborate on a super fun and dynamic project: experiential “hike-alongs” with Millennials. I’ve done “shop-alongs,” where we go to a store with a respondent and talk to them about their experience, decision making, and what they’re seeing and doing in the moment– but hike-alongs were something new. […]
  • Words of Wisdom for Questionnaire Designers

    By jessicabroome on July 10, 2015
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    I’m teaching Questionnaire Design again this summer at the University of Michigan’s Summer Institute in Survey Research Techniques. I have a really diverse group of students: three of them work at the Census Bureau, one is the Chief of Obstetrics at a major hospital, one is a Public Health PhD student doing research with transgender youth…I could go on. I LOVE teaching […]
  • Respondents are not Just Rows in a Dataset

    By jessicabroome on February 18, 2013
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    After qualitative research, my clients often ask questions like “What were the key take-aways from respondents in this market?” This is what they’re concerned about, and rightfully so; it’s their job. But I try to remember that, just like my clients are more than their jobs, our respondents are more than just respondents: they’re people with lives and families and […]

All material copyright 2014-2016 | Jessica Broome Research | Portrait photo by Sarah Hodzic, Blink Photography