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Latest updates, guides, and tips from Kicue.
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Mobile Survey Design Guide — UI/UX Principles for the 70%-Smartphone Era
Over 70% of web survey responses now come from smartphones. We cover mobile-specific failure patterns (horizontal scrolling, abandonment, mistaps), five design principles to reduce cognitive load, iOS/Android differences, and device testing — grounded in academic and field experience.
Read moreConjoint Analysis in Practice — Designing for Preference and Price Sensitivity
How to use conjoint analysis to measure consumer preference and price sensitivity. Covers the three main formats (full-profile, CBC, MaxDiff), attribute-level design, sample sizing, and share simulations — backed by the academic literature.
Read moreHow to Calculate Survey Sample Size — Confidence Levels, Formulas, and the 384 Rule
Survey sample size is decided by confidence level, margin of error, and population size. At 95% confidence and ±5% error, you need 384 — that's the standard. Lookup tables, formulas, subgroup adjustments, and the practical sweet spot, in 5 steps.
Read moreEmployee Engagement Survey Design — Gallup Q12, eNPS, and Pulse-Survey Frequency
How to design employee engagement surveys. Comparing Gallup Q12 and eNPS frameworks, frequency design (annual vs. quarterly vs. pulse), anonymity trade-offs, and turning results into actions — backed by the academic literature.
Read moreSurvey Data Visualization Guide — Choosing the Right Chart and Avoiding the Pitfalls
Visualization decides how survey data drives decisions. This guide covers the optimal chart per question type, divergent stacked bars for Likert, mosaic plots for cross-tabs, and the 5 dangerous patterns to avoid — backed by the academic literature.
Read moreHow to Create a Web Survey — 5 Steps to Publish in 30 Minutes
A practical 5-step guide to publish a web survey in 30 minutes. From tool selection through question design, branching logic, optional pilot, to live release — covered in the order that doesn't get a beginner stuck.
Read moreSurvey Aggregation and Significance Testing — Cross-Tab, Chi-Square, and Effect Sizes Done Right
Survey data quality is decided by what you compare and how you judge differences. This piece covers how to use cross-tabulation properly, the chi-square test workflow, why p-values alone aren't enough, and the field pitfalls — backed by the academic literature.
Read moreSurvey Data Cleaning — Detecting Careless Responding and Setting Exclusion Thresholds
Survey data quality is decided in the post-fielding processing. This guide walks through the detection metrics for careless responding (straight-lining, speeding, IRV, Mahalanobis distance) and how to set exclusion thresholds based on the academic literature.
Read morePilot Testing for Surveys — How Far to Validate Before Going Live
Skip the pilot and a wording defect surfaces in main fielding becomes a 1–2 week rework. This guide covers what N=30–100 can and can't tell you, how to combine cognitive interviews with quantitative pretests, and the operational loop to run pilot → fix → main fielding cleanly.
Read moreSurvey Question Wording — Double-Barreled, Leading, and the 7 Pitfalls That Distort Your Data
Survey question wording can shift response distributions by 10–30 points. This guide covers the 7 high-risk patterns (double-barreled, leading, double negatives), Tourangeau's 4-stage cognitive model, and rewriting rules with before/after examples.
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