User-friendly surveys…something that’s often discussed within the market research community, yet not often enough executed.
The cold, hard truth is many companies are not adjusting their consumer research questionnaires to align with who consumers are today. They are still relying on ways of research that once worked in the past, but are not best practices anymore.
And who are consumers today?
It’s simple - create a killer questionnaire, that’s a user-friendly experience, and sampling speed and the quality of data will soar.
Ever heard of the $300 Million Button story? This is a prime example of how putting yourself in the shoes of the consumer, and making the experience friction-free for them, will get you results.
The same applies for market research and just like in the case story above, these changes don’t even need to be complex.
Here are my top recommendations for you to create more user-friendly surveys:
Recommended: Too Many Questionable Questionnaires - Lower Complexity and Increase Actionability in Your Market Research
In your next research, try considering and implementing these points above. Try designing your survey with the experience of the respondent top of mind, not with only your company and their goals in mind. The fact is people are used to taking surveys. But don’t take advantage of this and try to throw a long survey at them and expect quality data. You won’t always get it.