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How To Ask Sensitive Questions In Surveys?

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How To Ask Sensitive Questions In Surveys? Multiple Choice Questions
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It is no secret that survey completes are increasingly difficult to get, and even more so when the survey questions can be deemed sensitive. Market researchers are faced with the reality of dwindling response rates, which can be exacerbated when asking questions about drug use, personal health, political affiliations, and beyond.

It has never been more important to approach sensitive survey questions with care in order to preserve the response rate and get a robust representative sample. Special attention must be paid to ensure that the survey does not appear too intrusive – for the risk of offending the respondent or encouraging them to be dishonest with their responses.

In this blog, we’ll explore the reasons why participants may not respond to sensitive survey questions and how to ask sensitive questions in surveys.

What are sensitive questions in surveys?

There are many reasons why a survey question can be deemed sensitive. From social surveys asking about your sexual orientation or healthcare surveys asking about drug use to bank surveys asking about income, any of these questions can be considered sensitive. 

Beyond these, questions about personal habits, experiences, or factors such as privacy or confidentiality can also result in a survey being considered sensitive.

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What are the reasons participants choose not to answer sensitive questions?

Respondents may choose not to participate or respond to your surveys for various reasons. These factors can help you understand why your target audience may opt not to answer sensitive questions so you can identify how to ask sensitive questions in surveys. 

1.  Privacy concerns: 

Participants may fear their responses will not be kept confidential and used for other purposes. They may worry that you might use the answers to trace back to them, leading to repercussions.

2. Social desirability bias: 

Respondents often feel compelled to provide inaccurate answers due to perceived societal pressure. Due to social desirability bias, participants may hesitate to share their opinions or responses for fear of embarrassment. 

3. Cultural and social norms:

Your target audience may avoid answering questions challenging cultural or societal norms or questions that go against their belief. 

4. Fear of stigma:

Mental health issues, drug/alcohol addiction, or HIV/AIDS are examples of some stigmatized subjects that respondents may want to avoid. Individuals may fear being discriminated against if they reveal their experience. 

5. Fear of legal consequences:

Respondents may be hesitant to answer sensitive questions on illegal activities, behavior, or experience. They may not want to admit to engaging in illegal activities for fear of legal action.  

6. Lack of trust:

If your survey target audience doesn’t trust the organization, it may lead to a drop in survey participation. Participants may not be inclined to share sensitive information if they can’t trust your brand. 

7. Perceived irrelevance:

Respondents may not answer certain sensitive questions because they do not see the relevance of the question to the survey’s objective. 

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How can asking sensitive questions impact your survey metrics?

There are three key downfalls:

  • Dip in overall response rates
  • A decline in response rate for the sensitive question
  • Low response accuracy

How can we increase the likelihood of a steady response rate with accurate answers?

5 Tips on how to ask sensitive questions in surveys

Now that we know potential reasons for non-response to sensitive questions, here are some tips on how to ask sensitive questions in surveys to boost response rate. 

Below, we have outlined 5 effective tactics for asking sensitive survey questions.

1. Go the multichannel route

Integrated survey platforms help researchers target a single respondent database and follow their responses across multiple channels. For example, sending an online survey after a phone interview is completed. With the right tools, the logic of the online survey can trigger questions based on CATI responses and pose questions on sensitive topics that are easier to respond to online than on the phone.

2. Switch It Up – Live

Redirecting respondents’ mid-interview to a self-completion channel to get sensitive information can encourage more honest responses. This lets respondents enjoy the anonymity and privacy needed to feel comfortable divulging more personal information. This is a great opportunity to switch from CATI to an IVR system, in which respondents can use their phone keypad to answer and not have a person-to-person conversation.

3. Watch your language

Managing a survey should not be treated as a “set it and forget it” endeavor. It is wise to pay close attention to real-time analytics as responses flow in. As such, if a significant drop in responses to a question is noted, alter the question! Reiterate survey anonymity and data security for questions that are low performing so respondents get some peace of mind.

4. Tweak the flow

Beyond verbiage, it may also be ideal to verify the logic and flow of the survey if respondents are turned off by sensitive questions. Try moving sensitive questions further into the survey so respondents have time to get acclimated to the process and feel more comfortable. Trigger ease-in question questions for respondents who selected “refuse” on the first sensitive question.

Maximize response rates by adapting to respondent preferences.

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> Drive completion. 

> Deliver seamless survey experiences. 

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5. Be a good host

As being tech-literate becomes more mainstream, the average respondent/consumer is increasingly aware of issues surrounding data privacy. There is a growing number of respondents who prefer to be assured that their data is being stored with the highest possible security. Consider hosting on servers internally rather than in the cloud.

6. Assure confidentiality:

Clearly describe in your survey invitation and introduction that the survey is anonymous/confidential. Explain how you plan to ensure that their identity will be protected and the responses will not be used to trace them. 

However, don’t confuse anonymous with confidential surveys. Don’t mention your survey is anonymous when you are only making it confidential. 

7. Communicate the purpose of the sensitive questions:

To boost participation, it’s best if you communicate the purpose of asking sensitive questions. It will demonstrate that you are not being noisy and intrusive, but you have a reason for it. Your respondents would appreciate the transparency of your survey goal if you want them to provide honest responses. 

8. Utilize the “question loading” strategies:

“People aren’t always able to cast a vote. Did you vote in this election session?” 

Loading a question involves blanketing the sensitive question with a context to make it appear more acceptable. The aim is to make respondents feel less guilty of partaking in an action or behavior.

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Keep response rates high

It’s time to take measures to protect your response rates. In an age of growing concerns over data security, those who do respond to your surveys could drop off if prompted uncomfortably. Even in self-administered surveys, respondents may still provide dishonest information due to sensitive questions.

There are a number of ways to use survey technology to your advantage when asking the tough questions!

FAQs

  1. What are sensitive questions in surveys?

Sensitive questions address personal or potentially embarrassing topics, such as sexual behavior, mental health, addiction, or illegal activities.

  1. Why is it important to ask sensitive questions in surveys?

Sensitive questions provide valuable insights into behaviors, attitudes, and experiences that may be essential for research in various fields, like public health, social sciences, and psychology.

  1. What are the common challenges when asking sensitive questions?

Common challenges include issues related to privacy, social desirability bias, cultural belief, perceived irrelevance, and potential legal or ethical concerns.

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