Getting into the heads of your clients, customers, and employees is an important part of staying ahead of the game. We’ve written several posts about the power of surveys as a way to see where the market is heading, how our clients feel, and get a sense of our internal culture. So how do you design a survey that people will actually take?
Don’t get personal too quickly – If someone approached you on the street and asked for your name, location, and net income… would you answer them? Probably not. It’s best to move demographic information to the end of a survey. People are more comfortable telling you about themselves after they’ve answered your questions and have developed confidence in the survey’s objective. This builds trust and increases the likelihood that the respondents will answer the survey completely and honestly.
Don’t be boring – Start off with one of your more compelling (but simple) questions. If the respondent’s interest is piqued right away, he or she is more likely to invest.
Keep it short – This doesn’t mean sacrifice important questions – but rather, make the questions simple and quick. If you have a 20 question multiple choice survey, keep the number of choices for each question limited. If your survey is only 5 questions, you can get away with more choices – but remember, the more choices the less compelling the results!