Twitter surveys have been live since October 2012.
This morning I noticed my first survey invitation; I completed the survey, eager to see what the platform was like.
A good user experience
I was using Twitter’s iPhone app. The promoted tweet came 2nd in my feed (below). The tweet came from @TwitterSurveys rather than an individual or research sponsor. Users know that the invite is bona fide and objective.
There was no introduction or preamble, straight into the first question. Rather than linking to another site, the user fills out the survey within the Tweet itself, giving a seamless experience.
The user interface is clean: text is kept to a minimum & the survey buttons are large so even those with sausage fingers won’t mis-code.
There is a FAQ link on each survey screen to reassure respondents. Each screen also tells the user how many questions are left, managing expectations.
My survey was short, 4 pre-coded questions plus a “thank & close” page: 5 clicks in all. It took me about 15 seconds to complete.
Overall? As you’d expect from Twitter the user experience is intuitive, well designed and should cause people minimal problems. I’d imagine the average user won’t find surveys overly intrusive if they are kept to this length.
Issues for research sponsors
The main issue I found is multiple user completions. The survey link is generic meaning I was able to re-click the link in my feed and re-complete the survey. This obviously has implications for data integrity.
Research magazine’s recent article neatly sums-up the pros and cons of using Twitter for market research. As Annie Pettit points out, Twitter users make up a unique and siloed population, and this builds bias into any data collected. You would imagine any research sponsor will be using Twitter to triangulate other research findings, not in isolation.
Mori data from July 2012 shows UK Twitter users are young (<34), ABC1, affluent and by definition connected.
Young, affluent connected ABC1s are exactly who Everything Everywhere is targeting with their new 4G services, presumably with a campaign that includes promoted tweets.
Twitter need to evidence campaign ROI to encourage advertisers: surveys now mean traditional brand metrics (as well as retweets and favorites) are now part of their toolkit as a media owner.