Can You Handle the Truth? Secrets of Online Surveys

Here at Boston Interactive we are big believers in listening to what customers and users have to say. We have built our entire web design process around them. However, sometimes hearing what they have to say through all of the static can be difficult. There are certain tools that allow you to filter out the white noise and get down to the facts, one of which is online surveys. But don't be fooled, they can be a little trickier than they seem.

The larger the sample of participants in the survey, the more reliable the yielded information is considered (reliable data insinuates that similar surveys would produce similar results). Also, by targeting certain demographics and adding in other qualifying factors, you have a stronger basis for analyzing your data. The collected demographic and qualifying data is the driving force in understanding the results and answers you receive.

Helpful guidelines for creating online surveys can be found all over the Internet and get a little overwhelming, but the most important things to consider are:

1. Short, sweet and to the point. Questions should be clear, concise and easy to understand. Also consider how many questions you are asking. Stick to the point of what you are trying to find out and save semi-relevant questions for follow up or for another survey on that specific topic.


2. Mix it up. Change the structure of your questions and how they should answer. Use different mediums such as video and pictures mixed in with a standard question to keep users engaged in the survey. Vary the way they can answer - multiple choice, write-in, multiple selections - so they continue to pay attention to the answers they are giving.


3. Don't ask the same question twice. Take into account people's answers to previous questions. If they have already answered that they do not like soccer, don't ask which type of soccer ball they would be inclined to buy. Your survey should be dynamic; this will make the process more bearable for the participant.


4. Keep your opinion to yourself. If you truly want to find out what participants are thinking, don't push them towards an answer. If you remain unbiased, your data will have more validity.


5. Pick the right people. Think about the information that you are trying to collect and send it to the appropriate list of people. The more targeted your survey is, the more you can rely on the collected data as well as perform a better analysis of the results.


6. Qualify. Ask a few questions throughout the survey to understand who is answering. Keep these questions to a minimum; try to decide what you need to know about them to be able to properly analyze your data.


7. Pre-instruct. Before a participant starts your survey, they want to know what is expected of them. How long will it take? What kind of questions are you going to ask me? Do I get anything for it? Are my answers confidential? Providing this information before they agree to participate is imperative.


8. Say Thanks. Everyone appreciates a thank you for going out of their way. Offering an incentive such as a coupon or entering participants in a raffle is a great way to thank them for completing your survey.

By following the general best practices and make thorough decisions about the information you would like to collect, you will have a good foundation to build your online survey. However, there is one other important thing to consider. While tools such as Survey Monkey and Zoomerang make creating a survey simple, they often don't instill a sense of meaningfulness or authenticity to the participant. When taking the time to fill out a survey, users want to feel as if they aren't wasting their time and that their input truly matters. So if you invest your time, effort and resources, it encourages them to do the same.