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:
" Survey data should be treated as zero-party data that fuels personalized communications and lifecycle marketing. "
Survey Tools
March 12, 2026
" Organizations rarely know their error rates, which limits their ability to improve user experience or data accuracy. "
Garbage in, garbage out? Measuring error rates to get ready for AI
January 8, 2026
" People confuse statistical significance with significance in practice — they want to know if the change is meaningful, not just mathematically significant. "
Have fun with statistics?
December 12, 2024
