Emirates Airline's Survey and Rating Systems

If I were forced to choose one option, I would either choose the very happy happy face or just the happy face. Oh no, why not the straight face? The sandwich face at the last two options looks cute though.

If you are in a rush to read this article, go to the first divider of this article.

I personally have no experience sitting long flight airplane. You thought you can sleep the whole flight, but in real world, you will wake up with a sore neck. Many people chose to watch films and play games because sleeping doesn't seems like a choice to them. And...there was me turning into the Emirates' Guide to Renaissance - Post Romanticism Music brought to me by Chris de Souza. I have to admit it is actually a really got audiobook-like channel and I still couldn't understand how I fell asleep when Baroque artists on the air.

One Baroque music for you, just skip to 1:43. One of the characteristics of baroque music is that they are very contrasty compared to Renaissance music which is very phonetic and flat. They have good use of repetition and graduation (slow tempo to fast) and they introduced start & end point for their music. Much like Caravaggio style painting: contrast, dramatic and realistic.

I lost terribly in Kasparov Chess too. It's really not a wise choice to compete with world's once best chess player. It lowers my self esteem when he checkmated me within 2 minutes of gameplay.

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Back to the survey

If you forgot how the survey looked like, click here.

For me, one of the factors of good survey / research conducted is the quality of the output obtained. To prove either something is right or wrong, the outcome should be (most of the case) quantitative. Try to compare these two statements:

[1] "80% of our passengers rated 5 stars, 12% rated 4 stars and rest of the (60) passengers did not reply to our survey."

[2] "80% of our passengers are very very happy, 12% passengers are happy and rest of the (60) passengers did not reply to our survey."

Now imagine you are the survey conductor, if someone voted 4 stars, you immediately wonder where does the 1 star gone? The quantitative result speaks more precisely compared to the second statement.

Five-star grades survived this long for a reason: they are quantitative and straightforward. You don't have to struggle thinking about your emotion. The smiley faces are too less contrasty and requires more time for voters to think too. It could be better if there are just happy, straight and sad faces, providing each face has respective colour of yellow, green and red.

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Conclusion

Of course, rating systems should be tailored accordingly to the purpose of your survey (let it be a 5-star rating, binary system or slider system). There is no right or wrong in design, but good design always makes a difference. Being precise in obtaining results could save us a big amount of time to predict what users like. That is the reason we prefer to read reviews and comments because in the end, we still don't trust the rating systems of movies.

If you want to dive deeper into this topic, continue here.

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