Cognitive interviewing and questionnaire design

We have pioneered the use of cognitive testing methods and other qualitative techniques, to help ensure that communication with the intended audience is clear and unambiguous.

About our testing

People don't always interpret information in the way we intend, and this can cause problems. People can be confused, make mistakes, and potentially make the wrong choices. In surveys problems can result in measurement error, affecting the validity and accuracy of survey estimates.

We use evidence-based principles, cognitive testing and other qualitative techniques to develop good data collection tools (such as questionnaires and diaries), to minimise measurement errors, ensure usability, and get the best quality data.

How we can help you

We offer cognitive testing as part of our service for NatCen surveys. Our dedicated 'hub' of researchers and interviewers have particular expertise in the design and testing of survey materials (i.e. questions, diaries, advance letters), data collection tools and information leaflets.

You can also commission us directly to help inform the design and wording of information leaflets or data collection tools, assist with questionnaire development and evaluate the performance of existing survey questions or other materials.

We use a wide range of methods, including:

  • Cognitive interviewing
  • Qualitative methods (focus groups, depth interviews)
  • Observation
  • Cognitive Form Appraisal, using the QAS-99 tool
  • Behaviour Coding
  • Respondent debriefing

Our experts

You can:

Share this page

Of interest: