Ci Research has carried out a poll to establish what survey respondents think are the most frustrating things about online surveys. The audience for the poll were members of the Toluna online panel – 480 responses were received between Monday 1st and Monday 8th August 2011. For context, these are consumers who have opted in to a panel specifically to take part in surveys – probably the best placed audience to comment. Their verdict was as follows:
1. When surveys are too long and take longer than advertised (64%)
Almost two thirds of respondents say they find this frustrating – way out ahead of all other possible ‘frustrations’. The message to market researchers and questionnaire designers is clear – keep it succinct and undertake realistic piloting so you can be confident in the survey duration.
2. When the questions feel repetitive (41%)
Not only do surveys have to be short and snappy, respondents do not want to feel like they are wading through treacle to get to the end. Think about the wording, the design and the flow to alleviate any perceptions of repetition.
3. When quotas are filled quickly so I can’t take part (41%)
Panellists sign up and “opt in” because they want to do surveys. Strict quotas are sometimes necessary of course, but it is not surprising to hear of frustrations from would-be respondents who are perpetually ‘screened out’.