Tips for creating engaging surveys
Editor’s note: Cole Patterson is co-founder, Sam Kritzer is project and product management, and Alexa O’Meara is marketing and growth director at insights platform Swytchback.
Getting people to start a survey is half the battle. The real victory lies in getting them to complete it – and to do so thoughtfully and honestly. We've all encountered surveys that feel like a chore: endless questions, repetitive formats and a distinct lack of anything that holds our attention – which isn’t helped by our overwhelmingly decreasing attention spans.
But what if surveys could be genuinely engaging?
What are the psychological levers that make a survey not just tolerable, but truly compelling?
1. The power of visual appeal in surveys: Our brains love what they see
Humans are inherently visual creatures. Our brains process images significantly faster than text (60,000 times faster!), and visual information is more memorable. Why?
- Less cognitive load: A wall of text feels overwhelming. A well-designed visual survey breaks down information into digestible, appealing chunks, reducing the cognitive effort required from the participant.
- Emotional connection: Visuals evoke emotions more effectively than words alone. Showing a product, a lifestyle or a concept can tap into a participant's feelings, leading to more authentic responses.
- Intuitive understanding: Complex concepts can be simplified through imagery. Instead of describing a scenario, showing it allows for immediate comprehension.
Think about the difference between reading a dense instruction manual and watching a short, engaging video tutorial. The latter is almost always preferred because it aligns with how our brains naturally learn and process information.
2. The thrill of interaction: The human desire to "do"
We are active beings, not passive recipients. When we can interact, manipulate and do something, we become more invested.
- Gesture-driven engagement: Beyond simple clicks, actions like swiping, dragging or tapping create a more tactile and immersive experience. This physical interaction makes surveys feel less like an interrogation and more like a game or an intuitive app.
- Feeling of control: Giving participants a sense of agency – the ability to interact with the content – fosters a feeling of control, which is intrinsically motivating.
- Minimizing monotony: Repetitive clicking on radio buttons quickly leads to boredom. Dynamic, interactive elements introduce novelty and keep the participant's attention.
All of this taps into principles of gamification, where small, satisfying interactions keep users hooked.
3. The promise of reciprocity: "What's in it for me?"
While direct incentives are effective, there's a more subtle psychological principle at play: reciprocity. When something is given to us (an enjoyable experience), we are more inclined to give back (our valuable time and honest opinions).
- Respect for time: A well-designed, quick-to-complete survey communicates respect for the participant's time. This implicit respect can encourage them to reciprocate with their full attention.
- Pleasure in participation: If the survey experience itself is enjoyable and seamless, it creates a positive association. Participants might think, "That was actually fun!" This makes them more likely to complete future surveys.
- Validation of opinion: Participants often complete surveys because they want their voice heard. An engaging format reinforces that their opinion is valued and important enough to warrant a high-quality experience.
4. The power of focused engagement: Eliminating distraction
In our hyper-connected world, attention spans are fleeting. Studies over the last 20 years have reported a drop of attention span from about two and a half minutes to around 45 seconds. An engaging survey minimizes distractions and guides the participant through the process.
- Mobile optimization: Designing for mobile first acknowledges where and how people consume content today. A clunky, desktop-oriented survey on a phone is a guaranteed drop-off.
- Clear, concise language: While visuals lead, clear and brief text supports them. Avoid jargon and ambiguity.
- Flow and pacing: An engaging survey has a natural rhythm. It doesn't bombard participants with too many questions at once, nor does it drag on unnecessarily.
Design surveys with the human in mind
Making a survey irresistible boils down to designing for the human experience. It's about recognizing that participants aren't just data points; they are individuals with preferences, attention spans and a desire for meaningful interaction.
By integrating visually rich content, fostering dynamic interaction, respecting participants' time and designing for seamless engagement, surveys can transcend their traditional role as mere data collection tools. They can become powerful conduits for genuine connection, leading to higher completion rates and, more importantly, deeper, more actionable insights.