Double-Barreled Question Detection at Momentive

TL;DR

This paper introduces a novel machine learning framework for detecting double-barreled questions in surveys, improving accuracy over rule-based methods and positively impacting survey quality and business metrics.

Contribution

It presents the first ML-based approach for DBQ detection, utilizing active learning, advanced embeddings, and interpretability techniques to outperform previous methods.

Findings

Word2Vec subword embedding with max pooling is optimal.

The model improves survey data quality.

Positive business impact demonstrated through A/B testing.

Abstract

Momentive offers solutions in market research, customer experience, and enterprise feedback. The technology is gleaned from the billions of real responses to questions asked on the platform. However, people may create biased questions. A double-barreled question (DBQ) is a common type of biased question that asks two aspects in one question. For example, "Do you agree with the statement: The food is yummy, and the service is great.". This DBQ confuses survey respondents because there are two parts in a question. DBQs impact both the survey respondents and the survey owners. Momentive aims to detect DBQs and recommend survey creators to make a change towards gathering high quality unbiased survey data. Previous research work has suggested detecting DBQs by checking the existence of grammatical conjunction. While this is a simple rule-based approach, this method is error-prone because conjunctions can also exist in properly constructed questions. We present an end-to-end machine learning approach for DBQ classification in this work. We handled this imbalanced data using active learning, and compared state-of-the-art embedding algorithms to transform text data into vectors. Furthermore, we proposed a model interpretation technique propagating the vector-level SHAP values to a SHAP value for each word in the questions. We concluded that the word2vec subword embedding with maximum pooling is the optimal word embedding representation in terms of precision and running time in the offline experiments using the survey data at Momentive. The A/B test and production metrics indicate that this model brings a positive change to the business. To the best of our knowledge, this is the first machine learning framework for DBQ detection, and it successfully differentiates Momentive from the competitors. We hope our work sheds light on machine learning approaches for bias question detection.