New Cxoice Video Feature Promotes Data Depth, Quality

Ten years on from launching its survey platform Cxoice, UK MR company dobney.com has added a feature allowing respondents to video themselves alongside screen share of the questionnaire they are taking. In addition to providing more data for researchers, the firm says this will promote data quality and fight survey fraud.

Chepstow-based dobney.com specialises in advanced market research techniques, and its Cxoice platform provides tools for collecting survey and customer data across multiple modes, with more interactive question types.

The addition of the new 'self-administered video interview' option allows researchers to see a survey in process, with live data collection, and gather verbal feedback and body language as participants react to each page of questions and prompt materials. Other possible uses include card-sorts, or overlay where a visitor is providing feedback on web pages.

Company founder Saul Dobney says the tool 'will not be for everyone' but offers a chance to improve research quality and capture richer data, for high-value surveys such as B2B. He comments: 'With more than 85% of businesses regularly using online surveys and paying incentives for taking part, research has become a honeypot for bots and clickfarms using AI to complete questionnaires. That makes it difficult to know responses are genuine opinions of real respondents... If you can see who is taking part in the survey at the same time that they run through the survey pages you can see that responses and reactions are genuine and not just AI copy-paste'.

The platform uses its own AI to help deliver transcripts, analyze and summarize videos and add richness to quant survey data.

Web sites: www.cxoice.com and www.dobney.com .