Can New Model Help Get Respondents Hooked on Research?
By Marc Dresner, IIR
Email, Facebook, Twitter’most of
us engage in one or more of these and other, similar types of pursuits every
day, usually many times a day, without fail and typically without being
prompted to do so.
Some of these activities we can justify.
Maybe not Angry Birds, but we all
need email, right? Our jobs demand it.
Even on vacation’with autoreply’when
all projects and accounts are in safe hands and you’ve dotted all the i’s and
crossed all the t’s before walking out the door’
Let’s be honest: Do you tell your
colleagues not to email you while you’re away on vacation or is it usually the
other way around?
My boss once threatened me with
an additional week of vacation if I emailed
her again from whatever beach I was suffering on.
And I’m not even a workaholic.
Sometimes, it’s not a
matter of choice; it’s an inescapable compulsion.
Deprivation studies show that separating someone from their smartphone for just one day produces intense anxiety
Indeed, deprivation studies show time
and again that when separated from one’s favorite device’usually a smartphone’for
even just a single day, people frequently experience intense anxiety.
Nir Eyal refers to the apps and
such to which we as a society seem increasingly tethered as ‘habit-forming
products somehow draw us to use them’It’s unprompted engagement.’
somehow draw us to use them,’ said Eyal. ‘It’s unprompted engagement. They
don’t necessarily say, ‘Hey, come open this app,’ and yet we still take out our
phone and do it anyway.’
short, a ‘habit’ occurs with some regularity and usually with little or no
pattern that habit-forming technologies take time and again is a four-step
process: the ‘Hook Model’
process, the pattern that we see habit-forming technologies take time and time
again is a four-step process I call the ‘Hook Model,” Eyal told The Research Insighter.
‘The Hook Model is very
simply an approach to connect your user’s problem to your solution with enough
frequency to form a habit,’ he added.
could the Hook Model be applied to increase research response and cooperation?
this should appeal to anyone in product development for obvious reasons, geek
that I am, I couldn’t help but wonder how the Hook Model might be applied to increase
research response and cooperation.
extent do we see Hook Model principles effectively used in some of our more
engaged panels and research communities?
these principles be introduced with minimal risk of biasing sample?
‘ The four-step
process for getting someone ‘hooked’
roles frequency and perceived utility play
to increase the habit-forming potential of a product or service, and much more’
Want to hear more from Nir Eyal? Check out his blog: NirAndFar.com.
ABOUT THE INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at firstname.lastname@example.org. Follow him @mdrezz.