Liz has 21 years of strategic leadership experience in the market research industry and is APAC Vice President, Client Development. Her success has been achieved as a result of working across multiple research methodologies and industries but also due to the fact that her roles have spanned the entire research process from design, fieldwork, insights delivery and online reporting; these were accomplished having served as an International Client Director for TNS Global, EMEA Regional Manager at Nielsen BASES and Group Director of Global Clients at Information Tools. Liz has a passion for understanding the consumer and delivering insights that make a difference. When coupled with a broad expertise, across various research methodologies, this enables her to deliver a better connection to real business needs. She presents regularly at research conferences in both ANZ and Asia.
Co-Presenters: Harvir Bansal
As an industry, we are caught in the middle of two opposing forces: surveys that grow in length and often complexity, alongside rapidly increasing numbers of mobile survey takers. We are at a critical stage where we must adapt how we approach survey research in order to protect data quality — the ability to field surveys efficiently — and the research participant experience. This presentation illustrates how Split Questionnaire Design (SQD) is implemented to divide longer surveys into shorter modules (typically 5 minutes) and produce a scalable and readily implementable solution to address the aforementioned critical issues facing this industry. We will provide guidelines on best practices for SQD, while comparing the results from parallel studies involving SQD and a non-split survey.