Long surveys that take upwards of 20 minutes to complete are becoming a thing of the past. Or at least they should be. Here's talking to you, market research industry.
Have an hour to answer a 100 question survey? I didn't think so!
Did you know short surveys that take less than 3 to 5 minutes to complete are our new standard and best practice for market research surveys? Shorter surveys are trending in market research because they keep respondents engaged and collect higher quality data. Market research companies can help organizations fine tune surveys to ensure the research objectives are being met.
As a rule of thumb, a 5 minute survey can include up to 15 to 20 questions. However, depending on the type of study, market research companies may suggest condensing the survey down to 15 or even 10 questions. Learn more about how many questions should be asked in a market research survey.
Check out these three benefits of shorter surveys below!
Time is running out, but don't worry. Check out the benefits of shorter surveys!
Benefit #1: Clearly defined research objectives
Oftentimes, surveys get too long if the market research objectives are not clearly defined. Challenge this by stating the primary objective of the research followed by any secondary objectives (if applicable) early in the process. At the time of the kickoff, or at least during the outline of the survey questions.
Once the market research objectives are written out, it might be realized that more than one market research study needs to be conducted in order to reach the objectives. Rather than squeezing everything into one survey.
For example, a market research company may suggest developing two separate surveys to meet unique objectives for different audiences. Or, a market research company may suggest conducting a follow up study rather than conducting one study with various misaligned objectives.
Far too often, market research surveys get taken over by the thought of, "Since we have this person taking our survey we should add this question to meet an additional objective." Have clearly defined market research objectives to avoid falling into this trap.
Benefit #2: Higher respondent engagement
Now that the market research objectives are clearly defined, the survey developed will also be clear and succinct to respondents. Trust us, respondents will be able to tell if a survey was well thought out or not.
Let's face it, attention spans are getting shorter and the demand for quick and mobile-friendly surveys is becoming a must-have for respondents. Rather than seeking respondents who are not part of this majority develop a survey that fits respondents' needs. Limiting the number of questions to fit respondents' attention spans will decrease respondent fatigue and increase respondent engagement.
We often hear from prospective clients, "No one wants to take surveys." This is not true. No one wants to take a survey and offer feedback if it takes 20 minutes. Most are willing to offer snippets of feedback if the experience is short. Think about why consumer reviews do so well and there are so many of them. They are usually short 1 to 5 star rating scales with a open-ended comment box for additional information. It cannot get much shorter than this.
Benefit #3: Higher quality data
Clearly defined research objectives coupled with higher respondent engagement means higher quality data! High quality data is what all market research companies are after in every market research study.
Long drawn out surveys means more opportunities for respondent fatigue. Respondent fatigue leads to errors and poor data quality. Wondering if errors are lurking in your data? Here are 4 basic market research study quality checks.
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