Answering long questionnaires can be a bothersome request for customers. It has a heavy cognitive weight and does not benefit marketers who want to collect genuine customer data. This is the sign of a poorly designed survey. However, there are smarter ways to deal with survey fatigue. In this blog, we will share the meaning of survey fatigue, what to do to avoid it and getting the best out of the customer feedback campaign. 

What is Survey Fatigue?

Survey fatigue happens when respondents have diminishing interest or motivation to participate in surveys. This is a result of frequent, long, or poorly designed surveys. It leads to lower completion rates, rushed answers, and unreliable data. This can lead to decreased response rates and compromised data quality. ​

Types of Survey Fatigue:

• Pre-Survey Fatigue: Respondents can skip survey invitations entirely and choose not to participate at all. 

• Mid-Survey Fatigue: Respondents start a survey but abandon it midway or complete it with rushed up answers.

Survey-response fatigue

Surveying your customers very often is called over-surveying. If this happens too often, people will avoid filling out surveys. This will result in low response rates and customer churn. So any future surveys that you send will have high abandonment rates (people are no longer interested in filling them). 

Survey-taking fatigue

Survey taking fatigue is when a questionnaire has too many questions or open-ended questions. This can occur if the format is poorly designed or has no specific goal. This can equally cause a high rate of abandonment which also means the data will not be suitable for analysis.

Respondents are likely to:

• Offer random answers to avoid answering
• Skip questions
• Add gibberish answers on open-ended questions
• Select same answers to complete the questionnaire

What Causes Survey Fatigue?

Several factors contribute to survey fatigue as follows:

1. Over-surveying: Sending out too many surveys is known as oversurveying. When respondents receive frequent surveys, they become overwhelmed. Strike a balance between obtaining necessary feedback and not overburdening respondents.
   
   
2. Long survey questions: Long surveys can be discouraging. Respondents can abandon them halfway or rush through without providing thoughtful answers. Keep surveys short and focused on essential questions. This can significantly improve completion rates and data quality.
   
   
3. Poor survey design: Common design flaws such as complex questions, poor formatting, or confusing language can contribute to survey fatigue. Clear, straightforward questions and a user-friendly design can keep respondents engaged.

What Are The Signs Of Respondent Fatigue In Surveys?

Here are the signs that your survey is underperforming despite marketing efforts:

1. Declining response rate: 

A noticeable drop in response rates is often a clear indication of survey fatigue. When respondents start to ignore survey requests, it means they may be disinterested to participate from the get-go.

2. Incomplete response rate: 

Another indicator of survey fatigue is an increase in incomplete surveys. When respondents abandon surveys midway, it suggests that they might find the survey too long or tedious.

3. Lower quality feedback: 

Survey fatigue can also lead to lower quality customer feedback. Respondents who feel rushed or uninterested may provide short, less informative answers. This data can be less valuable or not genuine.

4. Resistance to future surveys: 

People will avoid or skip future surveys even if it’s important. Due to this clutter, you lose out on important metrics and customer data.

5. Waste of campaign budget: 

When campaigns are not planned from the start, it can waste budget and not provide suitable and reliable data.

How To Identify Survey Fatigue?

Identifying survey fatigue requires a proactive approach. Here are some methods to help detect this issue:

1. Gain insights with survey analytics:
   Use survey analytics tools to view the customer experience dashboard and engagement metrics. Measure metrics such as response rates, completion rates, and the time taken to complete surveys. Notice patterns that indicate survey fatigue or drop out rates.
   

2. Close the customer feedback loop:
   Encourage respondents to provide feedback on their survey-taking experience. This feedback can highlight specific pain points and highlight repetitive questions. This data can help you get a more tailored approach to combating survey fatigue.

3. Compare data trends:
   Comparing current response rates to historical data can reveal trends that indicate survey fatigue. A consistent decline in engagement metrics over time is a strong indicator that respondents are becoming less willing to participate.

Strategies To Improve Survey Response Rates 

Minimize survey fatigue with these recommendations. 

1. Optimal frequency of sending surveys: Find the right frequency for sending surveys. Too frequent surveys can overwhelm respondents, while occasional or rare surveys may miss critical feedback opportunities. Analyzing response patterns can help determine optimal survey intervals.
   
   
2. Keep surveys concise and to the point: Keep the feedback forms short and to the point to get in-the-moment responses. Focus on asking the most relevant questions that provide valuable insights without burdening respondents.
   
   
3. Send targeted surveys for the right audience: Crafting questions that are relevant to the participant’s experience can enhance engagement. Tailoring questions to specific respondent groups ensures that the survey is pertinent and adds value to their experience.
   

How Often Should You Send Surveys?

The frequency of sending customer surveys depends on whether the target audience is in a B2B or B2C setting. Here are general guidelines for each:

B2B Surveys

• Quarterly (or Biannually): For long-term relationships, B2B customers often prefer less frequent but highly targeted surveys. Quarterly customer satisfaction or Net Promoter Score (NPS) surveys are common to maintain relevance without overburdening.
• After Key Interactions: Send surveys after significant touchpoints like client onboarding, major project milestones, or support resolution to gather actionable feedback.
• Annual Surveys: Use comprehensive annual surveys for strategic feedback on the partnership, performance, and areas of improvement.

B2C Surveys

• Monthly or Post Purchase: B2C customers tend to interact more frequently (either online or offline stores). Monthly post-purchase surveys are suitable for capturing fresh experiences.
• Transactional Surveys: Send surveys immediately after a purchase, subscription, or customer support interaction. Keep it short and focused.
• Seasonal or Event-Driven Surveys: Collect feedback during peak shopping seasons or after promotional campaigns to gauge campaign effectiveness and customer sentiment.
• Avoid Over-Surveying: Frequent requests (e.g., weekly) can lead to survey fatigue, especially in B2C. Consumers might receive many survey invitations that they will ignore or decline.

Tips to Combat Survey Fatigue with Responsive Survey Design 

Improving questionnaire design can significantly reduce survey fatigue. Consider the following aspects:

1. Edit questions until it is simple and clear: 

Edit questions until it is easy to understand and answer. Avoid using jargon or overly complex language that could confuse respondents.

2. Avoid double barreled questions:

Double barreled questions have two questions combined in one sentence. This question format is very confusing. You will get answers for neither. Divide the questions into two parts in a logical flow. 

Example of a double-barreled question:

“How satisfied are you with our product’s quality and customer service?”​

This question simultaneously asks about satisfaction with both product quality and customer service. A respondent might have differing opinions on each aspect. Divide it into two different questions as follows: 

• “How satisfied are you with the quality of our product?”
  “How satisfied are you with our customer service?”

By separating the original question into two distinct ones, you allow respondents to provide clear and specific feedback on each area

3. Get numerical and non-numerical data: 

Scale based questions (closed-ended questions) are quantitative questions (such as Net Promoter Score, customer effort score, customer satisfaction score). Add it with qualitative questions to get an open-ended response. Give chance to respondents to offer ratings on a numerical scale and offer an explanation for the ratings.

4. Visual appeal: 

Aesthetically pleasing survey designs can make the customer feedback experience more enjoyable. Use clean layouts, attractive colour schemes, and intuitive navigation to keep respondents engaged.

5. Mobile optimization: 

Mobile optimized surveys can bring a high response rate. This makes the feedback forms more accessible and user-friendly. Mobile-optimized surveys can reach a broader audience and improve survey completion rates.

6. Dynamic questioning: 

Implementing dynamic survey features, such as branching logic, can keep engagement levels high. This enables questions formation based on previous answers. So people can respond in a contextual flow. This is more relevant and interesting to respondents.

7. Branded surveys: 

Branding can bring more response rate due to trust. Stick to the brand guidelines to maintain design consistency. This can ensure that the customer feedback surveys have come from a trusted source/brand.

Prevent Survey Fatigue with Merren CX

Technology can play a significant role in addressing survey fatigue. Consider utilizing the following tools and techniques:

1. Automated feedback systems: 

Customer experience leaders can use Merren automation surveys at scheduled touchpoints without overwhelming respondents. You can offer a gentle nudge to participants at certain timelines without being intrusive. These systems can be integrated into existing workflows, providing continuous insights without the need for frequent surveys.

2. CRM integrations: 

You can integrate Merren with any CRM systems and access the dashboard for detailed analysis. You can view people who have responded vis-a-vis abandoned surveys. You can use this information for retargeting.

3. Native messenger survey tools: 

Survey channels of native WhatsApp surveys and Facebook messenger surveys are interactive. Merren offers interactive messenger surveys such that you can maximize the response rate.

4. Free AI survey builder : 

Access our free AI survey builder to create quick surveys without any cognitive load. You can edit the surveys when you sign in with Merren.   

Conclusion

Survey fatigue harms data quality, trust, and ROI. But with strategic timing, thoughtful design, and smart tools, you can deliver surveys that respondents will actually complete.

Checklist:

• Limit surveys, space them out logically
  
  
• Keep surveys under 20 questions / 15 min
  
  
• Use branching logic & personalize questions
  
  
• Optimize for mobile & use friendly language
  
  
• Incorporate visual aids, progress indicators
  
  
• Pilot test before full launch
  
  
• Choose engaging channels (messenger, chatbots)
  
  
• Close the feedback loop to build trust

Prevent survey fatigue with Merren’s pre-designed survey templates. Sign up for a 14 day free trial without any credit card commitments.