Diving in Deeper

Patients universally reported the conversational chat was easy to complete – signficantly more than the traditional survey format. This comes despite our respondents being third-party research-empaneled, frequent survey participants whom we can assume are familiar with standard survey functionality.

WHY IT MATTERS?

 Ease of use is an important consideration where sample may be limited. It promotes increased satisfaction and engagement to help reduce abandonment and error. Over time, a better experience translates to increeased willingness to participate; facilitating larger sample sizes, and/or accelerating fieldwork speed. This is especially relevant in rare disease work and for new or low volume products.

Traditional Survey

Looking at the open-ended survey feedback for context, respondents note that the conversational chat format provided an empathetic, familiar experience that allowed eczema patients to open up more fully than those completing a standard ‘test-like’ survey alternative.

WHY IT MATTERS?

Personal health topics are often sensitive and private matters.  Helping patients express themselves candidly enables researchers to gain more accurate insights and a much richer understanding of what patients are going through.

Percentage of Patients More Willing to Express Personal Feelings

We asked about satisfaction two ways: Fun and Enjoyment (relative to other surveys). On both measures, Reach3’s conversational chat survey provided a more rewarding experience for patients.

WHY IT MATTERS?

Aside from the impact on future participation, increased satisfaction can help reduce abandonment and increase focus, which in turn can enhance data quality (e.g., minimize ‘straight-lining’).

Greater Enjoyment

(vs other surveys)

The chat platform allows for easy video submissions. We gave respondents the option of completing the chat open ends using a video selfie instead of typing in order to measure the differences in the depth or richness of responses as measured by the number of words spoken/typed for a given question. We have two comparisons ⬇️

However, we hadn’t anticipated the advantage that the chat format would have with typed responses as well. But in light of the enhanced engagement that conversational chats provide, its unsurprising.

WHY IT MATTERS?

Conversational chats – especially those leveraging the array of mobile phone features (photos, videos, screen record, screen capture, voice to text, etc.) unlock the ability to layer in true qualitative depth – and on a quantitative scale – which historically was only possible through time and cost intensive live interviews.  Properly designed, chats also enable ethnographic, in-the-moment insights that are difficult to replicate via live, post-scheduled interviews.

Average # of Words Per Open End Response

REASON FOR CHOOSING IMAGE

MOST BOTHERSOME SYMPTOM AT DIAGNOSIS

ISSUES/DRAWBACKS OF TREATMENT

GENERAL SURVEY FEEDBACK

* Its worth noting that not every open-ended question is an ideal candidate for a video selfie. In this case, we did not offer the selfie option for the most bothersome symptom, since it requires only a simple answer. This provided the opportunity to compare typed responses head to head as well.