Thomas from Ariyh - 🎓 Don’t ask too many questions
🎓 Don’t ask too many questionsAfter 8 similar questions, people’s answers start to change and differ more from reality. More questions worsen rather than improve the quality of responses.New to Ariyh? Join 8,123 evidence-based marketers for 3min practical insights 💡 from scientific research 🎓 to get better marketing results 📈 Links: Job board - Advertise on Ariyh - 1:1 Consulting Today’s insight is brought to you by… Campaign Monitor Email list churn is inevitable, but it doesn’t have to be the end of a consumer relationship. A well-crafted reactivation campaign can help you win back the attention of idle subscribers — and this post teaches you how to do exactly that. 📝 IntroSurveying potential customers is key to understanding anything from what they think about your brand to how you can price your product (ideally, using this new method). We’ve even seen how asking for feedback can increase customer spending - simply because you ask. But there are many response biases we need to be aware of when asking people for their preferences or opinions, so we can get high quality results. For example, we know that the order in which questions are asked impacts how they will answer. This is why most good surveys randomize the order of most of their questions. Today we look at a new one that researchers just discovered. P.S.: Thank you Antonia Krefeld-Schwalb, one of the co-authors of this research, for resolving my doubts while I was summarizing this study. Previous insight: When big discounts backfire (100+ more insights here) Don’t ask people more than 8 similar questions in a sequenceImpacted metrics: Customer understanding 📈 RecommendationWhen questioning people about their preferences (e.g. in a brand choice survey), try to not ask more than 8 similar questions. After that peak, the quality of answers decreases and differs more and more from actual preferences. 🎓 Findings
Hey! 👋 Are we connected on LinkedIn and Twitter? If not, join me here: 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeOnline experiments. United States 📖 ResearchLi, Y., Krefeld-Schwalb, A., Wall, D. G., Johnson, E. J., Toubia, O., & Bartels, D. M. (December 2021). The More You Ask, the Less You Get: When Additional Questions Hurt External Validity. Journal of Marketing Research. 🏫 AffiliationsSchool of Business, University of California Riverside; Rotterdam School of Management, Erasmus University; Carnegie Mellon University; and Booth School of Business, University of Chicago. United States Remember: This is a new scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. 🔥 Featured hand-picked jobsA selection of the best marketing opportunities out there.
View other hand-picked marketing roles, or post your own, on Ariyh’s Job Board. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? What else you can get out of Ariyh:
New to Ariyh? -> Subscribe below or read other 3min marketing insights here |
Older messages
🎓 When big discounts backfire
Tuesday, January 18, 2022
Very big discounts (60% off or more) reduced sales on Groupon instead of increasing them. Avoid heavy discounts when it's difficult to verify your product's quality before buying it.
🎓 Extraordinary warranties
Tuesday, January 11, 2022
Exceptionally strong warranties (eg 10 year warranty for a sweater) are a powerful way to signal high quality for unfamiliar brands and boost purchase intentions.
🎓 Give your products space
Tuesday, December 21, 2021
The space-to-product ratio effect: use more empty space between products on display to increase their perceived value and beauty. In one of the experiments sales increased 98%.
🎓 Micro-influencers drive more sales (+ a surprise 🔥)
Tuesday, December 14, 2021
If your product is hedonic (eg fashion, high-end electronics), promoted posts from small influencers (10k to 100k followers) drive more sales than those of large ones (>1m followers).
🎓 High referral rewards = worse customers
Tuesday, December 7, 2021
Large referral rewards (eg Get $50 if you invite a friend) boost the referral rate (+750% in one experiment) but lower the average profitability of newly referred customers (-48%).
You Might Also Like
How PE cash flows have changed
Saturday, April 27, 2024
Also: Global M&A dealmaking on the mend after two years of decline; Our insights from Paris Blockchain Week; Emerging Space Brief: Quantum Sensing... Read online | Don't want to receive these
'Do Things That Show You Care'
Saturday, April 27, 2024
We spoke with former Siena College Basketball Head Coach and Daily Coach Network member Carmen Maciariello about the fast-evolving nature of the profession and the importance of paying back those who
Migrant labour marches into the line of fire
Saturday, April 27, 2024
Indian migrant workers have a long history of repression and poor treatment. In 2024, nothing has changed. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
Opt-in form for Medium posts
Saturday, April 27, 2024
Today's hack Opt-in form for Medium posts: make a PNG printscreen of your opt-in form, embed it with a link to the opt-in page While looking for the next tasty hack, I was reading this article,
This 19-page website is on track to earn $200,000 in its first year
Friday, April 26, 2024
...mostly on auto-pilot
Videos that drive results
Friday, April 26, 2024
Today's Guide to the Marketing Jungle from Social Media Examiner... Presented by Social Media Marketing World logo It's 🥨 National Pretzel Day, Reader! Do you like them soft or crispy? In
Meet the Man Killing Google Search...
Friday, April 26, 2024
Who is responsible for Google's core product...search? Google's head of search has recently been in the news as he called an all hands on deck meeting to tell Google employees of a new
Reader, your $1,000 discount expires today.
Friday, April 26, 2024
Hey Reader, For our first 2024 EcomCrew Premium launch, we're offering new members 50% off ALL our plans. The offer comes with a 30-day, no-questions-asked money back guarantee, but you should sign
LUC #51: Domain-Driven Design Demystified: Bridging Development and Business Needs
Friday, April 26, 2024
Plus, how elasticsearch works, what makes an API RESTful, and server-sent events explained
Consensys Sues SEC Over Ethereum Classification
Friday, April 26, 2024
Plus FBI Highlights Risks in Crypto Mixing Post-Samourai