Dr. Melanie Brucks, Assistant Professor of Business at Columbia Business School, shares insights from her research, “Clicks, Drags, and Whips: When Taking Digital Surveys, Your Movements Matter.” She explores how subtle variations in digital survey interfaces can shape participants’ responses, and how these small differences can accumulate to create significant effects.

Dr. Melanie Brucks’ research reveals that the simple way we move through digital surveys whether we click, drag, or “whip” our responses, can subtly but systematically change how we answer questions. By closely tracking these movements, she shows that interface choices like sliders versus radio buttons are not neutral; they shape attention, judgments, and even extreme responses, especially when people feel uncertain. These seemingly small effects can meaningfully influence real-world outcomes, from customer ratings and bids to organizational decisions that rely on survey data.

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