The duration of online surveys: shorter and better

The duration of online surveys is a crucial factor that can directly impact the quality and effectiveness of data collection. Recently, the mantra “shorter is better” has gained popularity, and for good reasons.

When it comes to online surveys, asking participants to engage for long periods can be counterproductive. People generally have busy schedules and a wealth of information competing for their attention. Additionally, many people respond to surveys on their mobile devices, where interruptions are common and patience for long questionnaires is low.

What are the Benefits of Shorter Online Market Surveys?

Shorter online market surveys offer several benefits for both researchers and participants. Here are some of them:

Higher Response Rate: Generally, the shorter the survey, the more likely participants are to complete it. This increases the response rate and, consequently, the amount of data collected.
Better Data Quality: When surveys are shorter, respondents are less likely to become tired or bored, which can lead to rushed or careless responses. Thus, the quality of the data is generally better.
Reduced Costs: Shorter surveys can be less expensive to implement because they require less time from participants and researchers. Additionally, higher response rates can reduce the need to recruit new participants, saving time and money.
Better Participant Experience: Shorter surveys are generally less burdensome for participants, leading to a better experience and possibly a greater willingness to participate in future surveys.
Quick Analysis and Implementation: With less data to process, results can be analyzed and implemented more quickly. This can be particularly useful in situations where responses are needed urgently.
Adaptability to Mobile Devices: Shorter surveys are more suitable for mobile devices, where participants have less patience for long questionnaires. This is increasingly important as more people use their smartphones to access the internet.

In summary, shorter online market surveys can lead to higher-quality data, cost savings, better participant experience, and faster results.

What is the Recommended Duration for a Survey?

The ideal duration for a survey can vary depending on the topic, target audience, and distribution medium (online, phone, in-person, etc.). However, as a general rule, many experts recommend that an online survey should take no more than 5 to 10 minutes to complete. This corresponds to approximately 10-20 questions, depending on the type of question.

Longer surveys risk losing the participant’s attention, which can result in rushed or inaccurate responses, or the participant may abandon the survey entirely. Additionally, with the increasing prevalence of mobile devices, it is important to remember that people may be filling out the survey on the go or during short breaks, so keeping the survey brief can help increase the completion rate.

That said, some surveys may require more time, especially if the topic is complex or if the survey is collecting detailed data. In these cases, it is even more important to ensure that the questions are clear and concise and that the importance and purpose of the survey are clearly communicated to participants.

Finally, whenever possible, it is good practice to test the survey with a small group of participants before launching it on a large scale. This can help identify questions that are confusing or taking too long to answer.

How to Reduce the Duration of an Online Survey?

Reducing the duration of an online market survey can be challenging but is a crucial step to improving respondent experience and the quality of collected data. Here are some strategies to achieve this:

Focus on the Essential: Determine which questions are absolutely necessary to achieve your survey objectives. Avoid redundant questions or those that do not directly contribute to your goals.
Use Concise and Clear Questions: Ensure that each question is clear and straight to the point. Avoid jargon or complex language that could confuse participants.
Leverage Multiple-Choice and Rating Scale Questions: These are quicker to answer than open-ended questions and can still provide valuable information.
Avoid Complex Matrix Questions: Matrix questions, where respondents rate multiple items on a scale, can be confusing and time-consuming. Whenever possible, break these questions into individual questions or use them sparingly.
Use Branching Logic: Employ branching logic to ask relevant questions based on participants’ previous answers. This avoids having respondents go through irrelevant questions.
Test the Survey: Before launching the survey, test it with a small group to check the average time required to complete it. Use this feedback to make necessary adjustments.

Shorter surveys are more user-friendly. They respect the respondent’s time and generally have higher completion rates. Additionally, the collected data is usually of higher quality, as respondents are less likely to become fatigued and start answering questions carelessly.

At the same time, shorter surveys can be more cost-efficient. Reducing the survey duration can help decrease the dropout rate, which, in turn, can reduce costs associated with recruiting new participants.

Remember that the goal is to collect the data you need while respecting the respondent’s time. A shorter and well-focused survey tends to result in more accurate and higher-quality data.

Therefore, when planning your next online survey, consider keeping it short and to the point. Doing so can lead to better-quality data, higher participant satisfaction, and ultimately more useful research insights.