Caroline Jarrett
Author of Surveys That Work
Caroline Jarrett is the forms specialist, advising organizations on how to make forms easier to fill in and how to improve websites and business processes that include forms.
Her research on topics like “How do people answer questions?” led her to explore the literature on survey methodology, the concept of Total Survey Error, and advising her clients on how to improve their surveys, as well as their forms.
Caroline has an MA in Mathematics from Oxford University, an MBA and a Diploma in Statistics from the Open University, and is a Chartered Engineer. Caroline is co-author of Forms that Work: Designing Web Forms for Usability (Morgan Kaufmann/Elsevier) and of User Interface Design and Evaluation (The Open University/Elsevier).
Caroline’s website is Effortmark.co.uk.
Rosenverse talks by Caroline:
" Continuous feedback requires collecting responses tied to the same user across multiple channels with behavioral targeting. "
Survey Tools
March 12, 2026
" I’ve seen people fudge their date of birth so their child can attend a summer camp they aren’t technically eligible for. "
Garbage in, garbage out? Measuring error rates to get ready for AI
January 8, 2026
" Engineers hate writing more code, so getting them to buy into experiments means showing the value of the learning on the other side. "
Have fun with statistics?
December 12, 2024
