Decipher, an international research services provider, puts a large focus on integrating new digital technology with traditional research techniques. While researching, I discovered its most recent online survey programming including a section of "simulation surveys". These highly interactive online surveys allow the respondent to experience a more accurate representation of real offline environments, while giving each client the valued information that they need.
Below are two examples of these integrated surveys in which the respondent is able to freely interact with the technology while also supplying key information about their purchasing behavior, preferences, and opinions. I think that this upgraded technology has the potential of doing great things for online survey response and accuracy. For one, I tried several of the simulations myself and was entertained the entire time! Typically, surveys are so bland that I struggle to complete them, or never begin them at all. If more research technogies were developed in a way that can be fun for the respondant, there would certainly be less non-response error.
Also, by incorperating interactive simulations of the purchasing experience, the respondent is likely to put themselves in the shoes of someone buying that product, and respond in an accurate fashion. This increase in external validity is sure to attract prospective clients. After all, they would be getting MORE accurate responses for the low execution price of online surveying. (AND its fun!)
With this "highlighting" simulator, the respondent is able to highlight the areas of the advertisment that they like, and mark in red what areas are not attractive to them.
This grocery store simulation allows the viewer to experience a virtual shopping trip.