survey – Zarca Interactive Blog

As a lifelong shopper, I’m at the point where I anticipate survey invitations following a purchase or a trip. (Although I’m still not sure how much valuable input I can share from a two-minute visit to purchase a pack of gum.) In fact, I’m surprised if I don’t receive a request for feedback.

A few weeks ago I went on vacation and, like clockwork, received a survey invitation within 36 hours of returning home. Since I was on a mission to ensure one of the staff members will be named the next Employee of the Month, I was eager to participate. Unfortunately, though, my interest dwindled as the minutes ticked by. Although I diligently answered page after page of questions, the progress bar barely moved. This survey felt longer than my entire vacation.

There are many challenges when launching survey initiatives. First, you have to entice your audience to open the survey. Then, once you have their attention, you have to keep it. If they feel the survey is too long, they’ll soon bolt.

Since I work in the survey business, I understand wanting feedback on every little detail to best improve your product or service. But, seriously, everyone shouldn’t be asked everything.

For instance, if someone didn’t visit the spa, even if they wish they had, then they shouldn’t be forced to wade through pages of spa questions. That’s where tools like Branching and Question Display Logic come into play. Branching respondents to just the most relevant survey questions cuts the survey’s length, which helps ensure that participants not only finish your survey but also provide quality feedback. It’s a win-win situation.

With Zarca Interactive, you can quickly and easily create powerful, personalized surveys. Get feedback you can put into action, such as making Ricky “Employee of the Month” (hint, hint.)

At Zarca Interactive, we talk a lot about driving up survey response rates. Sometimes it reminds me of my Sweet Sixteen party (I know, you’re thinking how’s that possible, read on, please). Surveys and parties are quite similar. You have to plan both carefully and every detail counts: the type of party (survey types), the guest list and invites (who to invite, how to invite), the decor and ambiance (look & feel), the activities (questions), and the thank yous (thank yous).

Despite how popular you are (or think you are), everyone does not want to go to your party. Sure, there are always the guests who show up just for the sake of partying. But for most people, they need to have a reason.The same can be said for your survey. Whether you are a Fortune 500 or a small non-profit, your survey response rates are not what they should be. To avoid feeling like that girl with only five people at her Sweet Sixteen, you have to analyze and plan for your invitees.

First, you need to minimize the cost for invitees. Make your surveys easy to find, easy to answer, and easy to finish. No matter how great your survey is (or you think it is), if it’s too far away, too boring, and too long, most people won’t bother.

Even more important, you need to give them a reason to show up. Are you giving away incentives? Using their feedback to make a great new product or improve a service? Tell them from the get-go. If you make the survey experience more about them, they will be more motivated to participate.

Remember, parties (and surveys) are never fun when they are all about the host!

How are you getting invitees to show up to your survey?