Becoming a survey whisperer: applying a video conferencing tool in cognitive interviews to improve a questionnaire used in higher education research

This case study details the experiences of two researchers at a large university in the United Kingdom, in carrying out a series of cognitive interviews with students, to examine their interpretations of, and responses to, items on an institution-wide questionnaire. Cognitive interviewing refers to a set of techniques used to assess the ways in which individuals mentally respond to survey questions, with the aim of exploring the accuracy and consistency of interpretations and, if necessary, making revisions. The research was conducted as part of a wider initiative to review the institution’s use of a standardised questionnaire to evaluate student module experiences. The case study describes how a face-to-face research activity was adapted for online delivery during the COVID-19 pandemic, in an attempt to engage students as co-designers. It considers the three key options for conducting cognitive interviews remotely (telephone, video conferencing, and web probing), and provides a critical reflection on the ethical and practical challenges and possibilities presented by using video conferencing as the preferred method. We reflect on our own experiences as researchers, suggest key considerations for those who may wish to engage in online qualitative research 7 activity, and offer links to further helpful resources, to help consolidate and extend readers’ learning