A lot of times, we see our users translating guides originally written for phone interviews or open-ended online quantitative surveys onto the GutCheck platform. What sticks out most — and tend to be mistranslated– are double-barreled questions. Double-barreled questions are any questions that ask the respondent to address more than one point or issue at a time. For example, asking the respondent,
What is this product? How is it different from other products on the shelf?
is really getting at two separate, though related, points. Three-quarters of the time, a respondent will only address the first question, which forces the moderator to follow up with the second. Another example is the closed-ended, open-ended follow up double-barreled question. For example:
Does this remind you of any other brand of products? If yes, what?
Asking a close-ended question and immediately following up might seem like a good way to get information, but in our experience, most respondents will answer the easiest or most direct part and not follow up with explanation. This can cause some confusion for first-time GutCheck guidewriters, since they might initially think their exchanges will take less time.
Though it might seem painfully simplified, it’s important to really break up your guide into individual exchanges, and then give yourself 2-3 minutes built in for some probing and organic follow-up.
About the Author
Elizabeth is an Online Research Strategist at GutCheck. She likes ghosts.