Editor’s note: Melissa Moxley is global product marketing manager at Lightspeed research, Seattle. This is an edited version of a post that originally appeared here under the title, “6 ways to build a modern survey.”
Technology is evolving, and so is consumer behavior. As a result researchers have adapted survey designs and interview techniques. But modifying survey designs for today's respondent isn't as simple as making it mobile compatible. Surveys need to be optimized for a better, more modern consumer experience. Here are six tips to consider when building a modern survey.
1. Design for mobile first and the rest (of the devices) will follow.
Why it matters: In today’s modern world, PC sales are declining, landline telephones are being disconnected and users “can’t live” without their mobile phones.
Try this: Utilize scripting tools that respond to every device type and screen size.
2. Keep it simple.
Why it matters: Our attention span is getting shorter as distractions are getting higher in today’s overstimulated, modern world. Asking a respondent to process overly worded questions and long attribute lists is detrimental to their experience and the overall quality of the data set.
Try this: Write how you read and use simple language.
3. Improve your respondent reach.
Why it matters: The modern consumer, thus a representative audience, won’t be found on PCs alone.
Try this: Use geo location, app access and cookie tagging to your advantage. Not only does it improve your data set but it enhances the respondent experience and perspective.
4. Use today’s big data surplus to your advantage.
Why it matters: Respondents tire from answering the same questions about themselves. You can capture a holistic view of your consumer without asking direct questions.
Try this: Append demographic questions to cut back on overall survey length and enhance user experience by taking advantage of syndicated studies, social media and behavioral data.
5. Challenge respondents to think.
Why it matters: Mundane questions lead to a disengaged audience. Encouraging respondents to personalize responses will yield more thoughtful data.
Try this: Emotionalize, empower, request critiques and urge respondents to fantasize. Take it from, “What would you want to wear?” to “What would you wear on a first date?”
6. Do it yourself or take advantage of automated sampling.
Why it matters: Automation means time and time is money.
Try this: Being able to pull and send sample or dictate quotas at the exact moment you’re ready means less reliance on human interaction is required. Partnering with companies that recognize this will set you up for survey success in today’s modern world.