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American Association for Public Opinion Research

Webinar Details

Web Survey and Forms Usability Design & Testing

Jennifer Romano Bergstrom, PhD

Wednesday, August 13, 2014

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About This Course:

Increasingly, companies and organizations employ web surveys to collect public opinions and attitudes about products and services. For example, researchers often use web surveys to conduct social experiments, and governments use web surveys to collect important information about their economy and the well-being of their population. Developing effective web survey instruments and incorporating evaluations of their usability is critical to eliciting high quality information. Evaluations often include in-lab cognitive and usability testing. Often, we include eye-tracking technology to gain insight into implicit processes while people complete surveys and forms. Eye tracking can provide a wealth of data about things that people are unable or unwilling to share on their own.

Join us for a 90-minute webinar to learn about web survey and form (mobile and desktop) usability design and assessment techniques, including eye tracking. Jen will familiarize participants with web survey design issues and best practices, grounding the discussion in empirical research.

Learning Objectives:

  • Introduction to web survey design considerations.
  • Testing techniques and the type of data obtained from various techniques.
  • How to improve planned or existing web survey instruments.

About the Instructor:

ImageDr. Jennifer Romano Bergstrom has over 12 years of experience planning, conducting and managing user-centered research projects. At Fors Marsh Group, she is responsible for leading user experience (UX) research. She frequently conducts a variety of user experience studies, including low- medium- and high-fidelity studies with eye tracking on desktop, mobile and paper. In addition to being a skilled UX researcher and practitioner, Jen specializes in experimental design, quantitative analysis and usability for older users. Prior to joining Fors Marsh Group, Jen’s work included examining age-related differences in Internet performance and improving the usability of Web sites and Web-based surveys for older adults. She completed a post doc at the US Census Bureau where she conducted numerous usability studies, many of which included eye-tracking analyses. Prior to working at the Census Bureau, Jen studied cognitive aging and lifestyle factors, such as bilingualism and piano-playing that promote healthy cognition in old age. Jen has peer-reviewed articles in International Journal of Human-Computer Interaction, Journal of Usability Studies, Survey Practice, Applied Cognitive Psychology, and Memory. She is co-editor of Eye Tracking in User Experience (forthcoming, spring 2014). Jen is President of the DC Chapter of the User Experience Professionals Association (UXPA) and President of the DC Chapter of the American Association for Public Opinion research (AAPOR).

Jen received a Ph.D. and M.A. in Applied/Experimental Psychology from The Catholic University of America and a B.A. in Psychology from Central Connecticut State University.