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 refers to respondents’ diminishing interest or motivation to participate in surveys. This is due to the frequency, length, or complexity of the surveys presented at every touchpoint. This can lead to decreased response rates and compromised data quality.
Types of Survey Fatigue:
- Pre-Survey Fatigue: Occurs when individuals, overwhelmed by numerous survey requests, choose not to participate at all.
- Mid-Survey Fatigue: Manifests when respondents start a survey but abandon it before completion due to its length or perceived repetitiveness
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
So how to avoid this? Work on your survey design and keep it goal oriented. Most surveys can keep, at best, two to three questions at critical touchpoints. Additionally, you can also opt for our AI survey builder to curate the perfect set of questions for you.
What causes survey fatigue among respondents ?
Several factors contribute to survey fatigue, making it critical for organizations to identify and address these causes effectively:
- Over-surveying: Sending out too many surveys is known as oversurveying. When respondents receive frequent surveys, they may become overwhelmed. Strike a balance between obtaining necessary feedback and not overburdening respondents.
- 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.
- 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 signals that they may be feeling overwhelmed or disinterested.
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 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 do not yield results, it can be a waste of time and energy for researchers. This can mean that the campaign was not planned properly at the start.
Tools To Identify Survey Fatigue
Identifying survey fatigue requires a proactive approach. Here are some methods to help detect this issue:
Gain insights with survey analytics:
Use survey analytics tools to view the CX 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.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.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 Despite Fatigue
- Optimal frequency: Finding the right frequency for sending surveys is crucial to avoid over-surveying. Too frequent surveys can overwhelm respondents, while too infrequent surveys may miss critical feedback opportunities. Analyzing response patterns can help determine optimal survey intervals.
- Concise surveys: 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.
- Targeted surveys: 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 do you send customer feedback 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 Design Responsive Surveys
Improving questionnaire design can significantly reduce survey fatigue. Consider the following aspects:
1. Clear and simple questions:
Clarity is key. Ensure that questions are 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 (make sure one relates to the other for 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 (NPS, CSAT, CES metrics). 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 feedback questionnaires can bring a high response rate. This makes the survey 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. White label surveys:
Branding can bring more response rate among your user base. 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.
Conclusion
Prevent survey fatigue with Merren’s pre-designed survey templates. Sign up for a 14 day free trial without any credit card commitments.