Jokes are all about timing. Likewise, knowing when and how to use humor, especially in a research setting, is crucial for its effectiveness. At Sapience, we are aware that seemingly random choices in your set-up may have big consequences. In this blogpost, we will show you that humor can be a powerful tool, but you need to know when it is and isn’t appropriate.
The ugly…
If you want your questionnaire to contain a representative sample of the general population, you wouldn’t want to exclude certain populations, right? If you are not paying attention, a simple joke can easily become offensive. Humor is personal and sometimes requires some background knowledge. For example, while I certainly appreciate a good Friends-joke, the same joke may not speak to individuals who have never seen the show (as if those people exist). And let’s not forget, some individuals on the autism spectrum have general difficulties understanding humor, and it would be a real shame to miss out on their honest opinions as well. In this case, you as a researcher are missing the point.
The bad…
If that argument doesn’t convince you, there is evidence that humor can mess with your results as well. While it is a good thing to keep your respondents happy, presenting a funny picture before answering a question may have unintended and unconscious side-effects. A happy participant may make more optimistic choices, which are not always the most truthful answers. If you think this is far-fetched, it is actually a psychological phenomenon, called emotional priming that is well studied in the scientific world. (feel free to contact us if you want scientific references!).
And the good
So market research should not be about fun? We ardently disagree! Research shows that putting participants in a positive mood can make them more creative. This is a perfect method when you want participants to think creatively with you, for example, in concept tests or focus groups. Moreover, nudging can be a perfect research set-up in which you can integrate your own comedic talents. When it comes to nudging behavior, humor can be the best way to change certain behaviors into more desired ones. It lends itself perfectly to drawing attention, making behaviors attractive and fun, and making certain choices part of a positive social norm. Below you can find some of our favorite nudges to positively prime you for you for your day.
The piano staircase in Stockholm. Applying pressure on each step performs a different note (Click here for the Youtube-video)
If I were a smoker and a Ronaldo fan, I would likely identify with other fans and throw away my cigarette butt in the right (pun intended) bin. (picture: City of Edinburgh Counsil on X).
Conclusion
Humor does make everything better, if that’s what you’re aiming for. Humor can help you grab the attention and put your participants in a better mood. But beware to use it wisely, as it may bias the participants’ responses. And remember that not everyone shares the same type of humor.
