What types of questions can Canvs MRX answer? Spoiler Alert: All questions!
Canvs is very effective at analyzing detailed open-ended dataset Responses that would be difficult and time-consuming to analyze by hand and/or in Excel.
Depending on the question asked, participants may respond with a Topical or Emotional response - or a combination of the two. Some questions drive a higher Reaction Rate than others (Reaction Rate is defined as the % responses that are emotionally charged.)
Let's look into different types of questions and how to best use the Content page to analyze each type in Canvs.
Questions that Drive Lower Reaction Rates
Some questions elicit a topical response - a topic or theme that does not include an emotion in the response. Most "What" or "Who" questions are good examples of "topics first" questions that drive low Reaction Rates. In general, these types of "Topics First" questions result in a 5-10% Reaction Rate.
Here are some examples:
What does this branding remind you of?
What word comes to mind when you watch this commercial?
Who did you identify most with in this documentary?
What did you like about this content?
What would you like to see in a sequel?
What would you like to see in a TV show about this franchise?
Questions where the subject is not strongly implied or that the emotion is already built in are generally answered with Topics. Canvs' Topics Map is great for analyzing these types of question.
In this example, we will look at the question “What did you find confusing?”
You can click on the portions of the map to see the verbatim responses and identify main topics and themes.
Looking at the Topic Map, it’s clear that the ‘storyline’ and 'charaters' were the main drivers of confusion for this trailer. We can drill into the verbatim responses and see that people were confused because there were so many storylines and characters in the pilot.
Questions that Drive High Reaction Rates
In addition to automating previously hand-coded efforts to identify themes, Canvs also gives you the ability to immediately understand how your respondents felt. Consumers are far more likely to answer emotionally when responding to "How Do You Feel" or "What Did You Think" questions about characters, storylines and specific content. "Emotions First" questions result in a 60-70% Reaction Rate.
Examples include:
How did you feel about the movie trailer?
How do you feel about the character Phil?
How do you feel about our new logo?
What did you think about the show?
These questions are asking for qualitative information about how the respondent feels about something – a character, a trailer etc. The subject matter of the open-ended question is known, so the questions can be answered by looking at the Emotion Map.
In this example, 50% of respondents Enjoyed Phil and others Loved him or thought he was Funny or that he made them Happy.
Questions That Drive Combination of Topical and Emotional Responses
Some questions cause participants to respond with a combination of topical and emotions. "Why" or "Tell Us" questions without a strongly implied topic or emotion built-in will drive these "combo" responses. These types of questions result in a 30-40% Reaction Rate.
Examples of questions like this are:
Why did you stop watching this pilot?
Why would you pick our brand over others?
Tell us why you will or will not tune in next week.
These questions would best be analyzed by using a combination of the Emotion Map and the horizontal Topics bar graph.
Here we see the emotional reason for "Why did you stop watching?"– it was Boring- as well as the reasons people found the pilot to be boring in the bar chart.
For a detailed look at how to use the MRX Content page, check out this article about Navigating Canvs MRX.
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