If you want people to give you complete and honest answers about all aspects of their public and private lives, you need to create a research environment that shows them they are trusted, respected, and engaged.

 In this highly interactive masterclass, you will learn about the psychology of answering questions and how to apply that knowledge in a practical way to questionnaire design. We will learn to create questions that make people feel valued and respected, that accommodate normal human behaviours no matter how strange those behaviours may be, and that make people look forward to participating in the next research project.

What will you learn?

After completing this training, you should be able to:

• Understand how human psychology interacts with the questionnaire experience and how to write questions that accommodate normal behaviours
• Write questions that are kind and respectful towards people who are marginalised, and people who are embarrassed to share personal aspects of their lives
• Write questionnaires that people want to answer this time and the next
• Write questions that are fun and playful

By the end of the workshop, you will have built a set of resources that can be leveraged in a range of future questionnaires.

We are coming back to Latin America!

This year we are celebrating the 25th in-person ESOMAR LATAM event since its first occurrence in 1991. That’s over 30 years of uniting the research industry’s highest pillars of excellence in the region!

Thinking ahead, we turn to business insights, innovative methodologies, data-driven strategies, customer-centric approaches, and the tech-tools to forecast the trends of the future and beyond.

Situated in Mexico City, a bustling hub of Mexico’s cultural, historical and insights epicentre.