
How to Receive Genuine Consumer Feedback from Surveys
Honest feedback is the foundation of effective market research. Without it, your business risks making decisions based on unreliable data.
Encouraging respondents to share their truthful perspectives starts with building a well-thought-out survey. Here’s how:
- Keep Surveys Short
Consumers don’t want to spend more than 5-10 minutes filling out a survey. Anything longer can lead to incomplete surveys or rushed answers to simply get through it. Ask essential questions only and use visuals if they would help with clarity.
- Avoid Judgmental Questions
Sensitive questions can unintentionally include judgment, making respondents uncomfortable. For example, change “What is your highest level of education?” to “What did you do after leaving secondary school?” for a more inclusive tone. This empathetic approach can build more trust and improves response accuracy.
- Optimise for Mobile
With over half of surveys completed on mobile devices, mobile-first design is crucial. Things to think about include ensuring the layout is easy to use on smaller screens, the surveys load quickly and all elements work as they should in mobile format.
- Make Surveys Engaging
Filling in surveys isn’t always the most interesting task, but there are ways to make them more stimulating. Varied question types, gamification techniques, graphics, videos or even memes can help with the visual appeal.
- Account for Diversity
Inclusive surveys acknowledge the varied backgrounds of respondents. Avoid alienating participants by ensuring all language used is neutral and design with different cultural and demographic factors in mind.
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