The transcript warns against leading questions, double-barrelled questions and absolute wording when writing survey items. The speaker says face-to-face usability testing helped reveal how people interpreted the recipe question. The speaker mentions using a screener to recruit people from Gumtree for a paid survey. Fair trade appears as one of the response options in the speaker's example of a recruitment screener. The speaker weighs the cost and benefit of open-ended questions against providing likely answer options. The speaker recommends randomising question order and answer options to counterbalance order effects.
People
Jeremy Rosenberg
Methods
Usability TestingUsability testing reveals where people struggle while attempting realistic tasks with a prototype or service. In a moderated session, a researcher observes the participant and may ask them to explain their thinking. Use it to investigate confusing language, layouts or interactions and identify improvements. Agree research questions, recruit likely users and prepare believable tasks that do not reveal the solution. Explain that the service is being tested, then mostly watch and listen rather than guiding participants. Record observations and follow up on unclear behaviour. Plan accessible sessions, including participants’ own assistive technology when appropriate.