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Think "Mobile First" for Survey Design

Written by Alida

Published April 21, 2018

Today’s empowered customer chooses whether or not to respond to our request to participate in our communities. We know how valuable their feedback and input can be. So, it makes sense that we solicit their input on any device they want, when they want. And, more than ever that means mobile devices. Here are four reasons why mobile is a must:

  1. Your community experience is part of your brand experience. So maximize every touchpoint.
  2. Most emails are opened on a mobile and emails are almost never saved and reopened. How many people are you losing when they cannot go straight to your study and have a good experience?
  3. Millennials and Gen Z, Spanish-speaking Americas and Business Decision Makers— these four important and hard to reach groups are heavy into mobile. If you don’t optimize for mobile, how will you reach them?
  4. Data quality suffers if the respondent’s mobile experience is a poor one. If you want to make good decisions based on the data collection, you should ensure that the data coming in is the best it can be.

Your customers make the choice whether to engage with you or not, and many of them love mobile. If you don’t optimize for mobile, who is going to lose out? You have to connect with your customers where they are, when they want, on the device they want to use. And, today that means mobile is a must.

10 Tips for Mobile Survey Design

  1. Be concise. Write less.
  2. Always test on a mobile device.
  3. 3-5 minutes max.
  4. Use shorter scales. Great, Ok, Not Great is a lot easier to interpret for people participating and in your analysis.
  5. For single or multi-choice, split larger answer lists across multiple questions.
  6. Avoid tedious grids whenever possible. Interesting alternative: Instead of agree/disagree statements, just ask which do you agree with? Second question is: and which do you disagree with (excluding the agreed answers).
  7. Avoid rank order. Use selection instead.
  8. Limit open ends.
  9. Use images only when necessary.
  10. If you wouldn't do the survey, then don't launch it.