Thought Piece
Does technology ever stop evolving? No. But when it comes to surveys, we’re here to help you through the shifts we expect to see and guide you in leveraging them to your advantage.
69% of the world uses a smartphone (Statistica) and 56% of people prefer to take surveys on their phone (2021, EMI RS). Mobile-preferred will keep gaining momentum. Make sure your surveys are optimized for mobile to better engage our increasingly mobile focused world. Here are some tips to do it right:
AI is rapidly growing in popularity. We expect to see a surge in AI-powered survey tools that can revolutionize how we gather and analyze data. Just be sure if you use AI, your customers know that you will respect their privacy (see privacy section below) Some examples of AI in surveys:
Personalization requires a delicate balance to make your consumers feel heard but not watched. It is crucial to respect individual privacy and prioritize transparency, control, and ethical data practices.
See the above two sections ^, consumers want to stay involved and active but need to feel reassured that their privacy is the number one priority. They also know AI is on the rise, yet 70% say they have little to no trust in companies to make responsible decisions about how they use AI in their products (Pew Research). Be proactive to reassure consumers you are respecting their privacy and using their data in ways they clearly understand.
Preferences, needs, and desires change quickly. That means there’s no other option than real-time feedback so you don’t fall behind.
Real time feedback is essential so that your business can react quickly to changing customer sentiment, market trends, and emerging needs while placing an emphasis on customer experience.To do this, you may incorporate real-time feedback tools such as live surveys, on-site feedback widgets, and in-app surveys.
Gone are the days of patience with text heavy surveys, consumers now expect easy and pleasant surveys. When you make taking surveys more game-like, you often see increased completion rates, enhanced user experience, improved data quality, and greater brand recall. See what we mean.
Nobody wants to feel excluded, that’s why features such as screen reader compatibility, multi-language options, and culturally sensitive question framing to ensure every voice is heard is going to be more important than ever. Incorporate inclusive design in your surveys by prioritizing accessibility, multilingual support, and cultural sensitivity in your question phrasing and response options.
Attention spans are more limited than ever! And data backs up the fact that shorter surveys are more reliable and produce higher response and completion rates than long surveys (NCBI). Follow these tips to capture and keep the attention of respondents for higher-quality data.
Don’t find yourself playing catchup in the survey game and proactively address these trends for the highest-quality, actionable data from consumers who are more engaged than ever.
