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Incorporating empathetic survey techniques and priming respondents with a narrative to inspire their thinking resulted in a more accurate picture of how consumers engage with media and entertainment, across the globe. It also generated a more positive survey experience overall for respondents.
At the conclusion of the survey, when asked how much they enjoyed the experience, 74% of the empathetic survey respondents rated it "very enjoyable," compared to 70% of those who completed the traditional survey. This was even more apparent in the US market, where 63% rated the traditional survey highly compared to 71% for empathetic.
If you missed our call-out-boxes with our research findings, look back at the TV Streaming chapter. For more information about how you can implement empathetic survey strategies into your next research program, see these additional resources:
Read: 6 ways to incorporate empathetic design to your surveys
Watch: Designing surveys with empathy
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