Customer surveys are the most effective tool to collect customer insights when done correctly. Almost all the PR specialists and marketers will agree that there is not any better source for the quick consumer insights than the online survey. Still, some online surveys produce inconclusive and irrelevant data. That is because creating the effective survey online is much trickier than you would expect. So, here are 5 practical tips for developing the effective online surveys that can deliver helpful data and direct insights.
1. Establish Your Goal
While creating the survey, follow your goals. First ask yourself: What are you trying to learn? What data is required to achieve the goal? It may seem quite surprising, however, thinking about these projected survey results can better help you in shaping this up. It is likely that you are showing results of the survey to others – know what metrics will be valuable. Understand their goals, and you are on the way to create the meaningful survey.
2. Create Questions Carefully
Writing down the questions & answer choices might appear to be the simplest part in developing the survey. But, it is not the case. There is a real art of writing questions & answer choices, which will produce valid data. Test your survey instrument plenty of times on the test subjects before you do any actual survey.
3. Short survey is much better than the long one
Most of the participants are keen to spend on an average ten minutes of completing the survey. In practice, it means that the online surveys with above twenty questions will be too long for them.
4. Questions should be simple to understand & answer
In an online survey, short questions & answers are best. The multiple choice questions are the most popular option. You need to avoid asking any open-ended questions, so you need to be very careful not suggesting any answer in a way question is posed. When possible, provide the scale of answers that will range from the negative to positive, such as, one being the highly negative response and ten being the best one.
5. Group questions as per the topic
By managing questions together as per the topic allows you to ask some general questions first, prior to going in the detailed questions. While you group the questions that use similar answer scale together and participants can answer these questions quickly. After answering few other questions, participants are open to sharing sensitive and personal information, such as age and education level. Thus, it is good to place your sensitive and personal questions close to the end of your questionnaire online.
Another important way is to skip logic, and where you will prevent the respondents from reading or answering any irrelevant questionnaire. Skip logic is very user friendly and can increase the response rates, ultimately creating more relevant data. So, before you even launch the survey, ensure you take it down yourself first. Check out for any bugs, grammar or spelling mistakes and have main focus on coherence, clarity, and easiness of your task. Suppose you find your survey easy and fast to fill out, then your customers will also find it easy to fill up.