Using Images and Video With Web Survey Software
One of the key advantages of online surveys compared with telephone interviewing is that respondents completing their own questionnaire online can see images and video. You can’t present either to someone over the phone. Whether and how you can present images and video depends on the abilities of your web survey software.
Most, though not all, programs or services let you display images. The programs vary in how much flexibility they give you in doing so. Some let you use smaller images to represent or enhance answer choices. For example, a question asking people which fast food brands they’ve seen advertised in the past month, might be able to display the companies’ logos, along with their names.
Programs that allow larger images can let you test ad recognition. You could, for example, present a series of images of ads people might have seen and ask them to indicate which ones they did see.
Some programs let you present images above, below or inside the question text. The more flexibility your tool gives you, the better. These abilities would let you show an advertisement and get people’s reactions to it. You could ask people if they like the image and whether it makes them more or less likely to purchase the product. Another way to use images could be to present a mockup of a product you are considering producing and get reactions to it.
Another feature some of the most capableprograms offer is to let you present a list of images that can be dragged and dropped into the respondent’s desired preference order. These should give you the flexibility of either having people order all the items in a single list or drag items out of the list into a new one, which only includes the most preferred items.
Fewer toolslet you show video. The ones that do let you present a television commercial or online advertisement or a public service message and ask for reactions to it. The most sophisticated web survey software can hide your answer choices until after the video has finished playing. Doing so ensures that people see the whole piece before answering the questions. This feature can be very useful if, as is often the case, some of your respondents may want to go through your questions quickly, without spending as much time as you would like on each question.