January 19, 2007, Newsletter Issue #47: Keep It More “Now” Than “Then”:

Tip of the Week

What did you wear last Thursday? Not top of mind, huh? Our memories can stretch back pretty far, but the farther back we go the chances are that we can only recall a major memory. Make sure your survey questions ask users to recall only recent events.

Ask about things that happened within a few days, weeks or even a month ago, rather than a year. This will guarantee that the user recalls their most recent memory for the question asked.

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Joe Wallace