Online microsurveys for user experience research
Victoria Schwanda-Sosik, Elie Bursztein, Sunny Consolvo, David A. Huffaker, Gueorgi Kossinets, Kerwell Liao, Paul McDonald, Aaron Sedley · 2014
This case study presents a critical analysis of microsurveys as a method for conducting user experience research. We focus specifically on Google Consumer Surveys (GCS) and analyze a combination of log data and GCSs run by the authors to investigate how they are used, who the respondents are, and the quality of the data. We find that such microsurveys can be a great way to quickly and cheaply gather large amounts of survey data, but that there are pitfalls that user experience researchers should be aware of when using the method.