6 ways technology can help you tackle sensitive survey questions

Members of the market research industry find themselves fighting tooth and nail for decent response rates and representative sample. So when your study is about drug use, sexual behaviors, political and religious beliefs, or other sensitive topics, you’ll need to ensure that you’re doing everything possible to keep response rates steady.

Asking sensitive questions via surveys or interviews can be considered intrusive or offensive, regardless of what the respondent’s answer may be. And if the respondent feels that their response could be contrary to popular societal norms, they may be more inclined to provide a dishonest answer that conforms to their perception of normal (this is called ‘social desirability bias’). Compounding the issues of question intrusiveness and social desirability bias, respondents may not trust that their responses will remain anonymous, or that the data will be kept secure.

Sensitive questions can negatively affect three important survey measurements: overall response rates, single question decline rates, and response accuracy – due to a higher percentage of respondents who answer sensitive questions dishonestly. That means that the inclusion of sensitive questions in a survey needs to be handled in an intelligent and delicate way whenever possible. Fortunately, technology can help.

The chosen survey channel can compound the issues around sensitive questions. The selected channel can exponentially increase respondents’ hesitation to answering sensitive questions:

  1. Self-completion surveys (e.g. Voxco Online): in which respondents complete surveys on their own time and in privacy;
  2. Telephone interviews (e.g. Voxco CATI): in which survey call center interviewers ask respondents questions over the phone;
  3. Personal interviews (e.g. Voxco Mobile Offline): in which interviewers use mobile devices to ask respondents questions directly in a face-to-face setting.

In general, respondents are more likely to answer sensitive questions honestly via self-completion surveys. But there’s tremendous value in choosing personal interviews over self-completion surveys, or choosing a complimentary multichannel approach, so interviews should not be ruled out immediately.

Here are six ways to use technology to boost response rates and response accuracy on sensitive questions:

1. Channel selection

As we mentioned above, self-completion surveys that can be taken by respondents in privacy offer a better atmosphere of anonymity which helps respondents feel more comfortable answering sensitive questions. The elimination of an interviewer can also reduce the social desirability bias introduced by the presence of another person.

2. Multichannel studies

Your studies don’t need to stick to only one survey method. Using an integrated survey platform, you can target a single respondent database and follow sample across multiple channels. For example, after a phone interview is completed, invite a segment of the respondents to complete an online survey. The logic of the online survey can trigger follow-up questions based on their CATI responses and probe into more sensitive topics that respondents would be less likely to confide to an interviewer.

3. Live channel switching

Consider redirecting interviewees mid-interview to a self-completion channel to ask sensitive questions. This temporarily gives respondents the anonymity and privacy needed for sensitive topics. Redirect CATI respondents to an IVR system to answer a few sensitive questions using their phone keypad, then return them to the interviewer to finish the survey. Pass the CAPI tablet to respondents directly and let them enter their answers directly into the questionnaire without having to say the words aloud to an interviewer.

4. Live question wording changes

As your survey progresses, be sure to keep an eye on real-time response analytics. If you note significant drop off rates at a specific question, or higher-than-average item nonresponse rates on specific questions, take action! Alter question wording, and instantly push the updates live. Add in some language that emphasizes survey anonymity and data security when surveys start veering into sensitive territory. That’s the benefit of live survey updating.

5. Survey logic/flow changes

If early results show that respondents are being turned off by sensitive questions, you could also adjust the logic and flow of the survey. Move sensitive questions further into the survey to build more trust and rapport with respondents before they get to them. If you have a sensitive question earlier in the survey, trigger ease-in questions and language to show only for those respondents who chose ‘refuse’ on the first sensitive question. Or go the other way: build trust with those respondents who did answer the sensitive question by hiding demographic or identifying questions at the end of the survey that could make respondents feel that their responses will be connected back to them.

6. Data hosting

Sometimes it’s enough for respondents to know that the survey is anonymous. But other respondents could want assurances that their data is being stored with the highest possible security and encryption, or on internal servers versus stored “out there” in the cloud. So give them those assurances.

Use technology to maintain response rates!

In a period of declining response rates, it is likely that respondents will be even more reluctant to take part in surveys that tackle sensitive topics. And in an age of growing concerns over data security, those who do respond to your surveys could be less inclined to reveal potentially embarrassing information about themselves.

Even in self-administered surveys, respondents may still misreport or refuse answers on sensitive questions. But there are a number of ways to use survey technology to your advantage when asking the tough questions. Get in touch with the team at Voxco if you’d like to discuss more unique ways to use a flexible survey platform to collect sensitive respondent data.

Online surveys are not enough


Part 1: The oversaturation of online surveys.

Online will remain the #1 survey channel for the time-being, and deservedly so. The channel offers the ability for respondents to privately complete surveys on their own time. For researchers, data can be processed immediately, and there are no additional costs for interviewers.

But because of the simplicity and efficiency of online surveys, the market is quickly becoming oversaturated and respondents are getting overwhelmed. Online survey invitations are everywhere, and the surveys they link to are often sloppy. And the resulting online survey clutter leads to survey fatigue, which leads to a range of data collection issues, none of which are good news for researchers:

  • Declining response rates. Many online surveys see single-digit response rates as low as 2%. And respondents who do complete the surveys generally have an extreme opinion: they’re either ecstatic or livid. It’s difficult to get a balanced opinion when you’re only talking to outliers.
  • Reduced respondent attention span. For respondents who still complete surveys, the increased frequency can affect their in-survey attention span. The more survey questions they see, the higher their tendency to burn through questions too quickly without adequate thought.
  • Market saturation. With so many surveys vying for a respondent’s attention, how can one organization get their survey noticed and completed?

So are online surveys doomed? Of course not – but researchers tasked with deploying them are certainly being challenged. We’ve discussed numerous times in the past how to make online surveys more engaging. Here is the TL;DR version:

  • Design surveys well. A no-brainer, but so important. Keep online surveys short and sweet on the surface. Nowadays, if your survey looks cheap or takes longer than five minutes, you’ll start losing a portion of the respondents who were willing to click on the link in the first place.
  • Listen and Adapt. Surveys are a two-way conversation. Ensure that the respondent knows you’re listening to their answers. Use logic to skip irrelevant questions or pipe in past responses. If a respondent feels like they are being heard, they’re more likely to share.
  • Incentivize. Incentives increase response rates which offsets your sample cost. Unincentivized survey requests are a primary target in the rising pushback against online survey invitations.
  • Personalize the invitation. Ensure that survey invitations speak to the right people, and acknowledge the respondent situation. Use a clean sample source and personalize the message to clarify why they were chosen (eg. “Thanks for your purchase of X last Tuesday…”).
  • Create a community. Cut to the heart of your customer base and nurture your own panels of your loyal consumers. It’s a lot of work to create and manage, but an incentivized, permanent panel will give you a constant finger on the pulse of your most important customer segment.

Online surveys are an essential part of any Voice of Customer or research program. But in today’s industry reality, you need to accept that getting a respondent’s attention online is extremely challenging. Get your surveys noticed by complementing well-designed online surveys with surveys conducted via alternate channels.

Break through the heads-down, clutter-ignoring patterns of an average respondent’s daily routine. Think differently about how to get your survey noticed by respondents. Taking your survey project out of your own comfort zone can take you into a new zone where respondents actually notice your surveys.

We’ll expand more on this idea through this three-part blogpost series. Read Part 2 (Get surveys noticed in the offline world) now and Part 3 (The multi-channel advantage) will land in the coming weeks!

Avoid these 10 mistakes when managing panel communities

11 mistakes to avoid when running an online MR community

Stephen Cribbett of Dub Research in London recently published a post that was picked up by Quirks. The article perfectly highlights the downfalls that many researchers face when planning and launching a new panel community.

The article was written from the POV of focus groups and qualitative communities, but the concepts are still heavily influential for launching and nurturing survey panel communities. We’ve shortened and a little and highlighted the most important tips below.

In short, remember that panelists are busy people. Busy people who have a genuine interest in participating in your research. So be sure to cater to them – acknowledge them, make them feel welcome, and ensure that they feel comfortable enough that they will stick around and share their experiences with you. On with the list:

1. Creating a virtual ghost town

When your research community launches and the first person to arrive finds a community devoid of people, conversations and any life forms, they’ll be experiencing what’s referred to as a virtual ghost town. And nobody wants to be the first person at a party.

Establish some energy by seeding content from the very beginning, and sometimes even before the community has launched to participants.

2. Failing to welcome and brief participants

Eager to begin the research activities, researchers can sometimes forget the critical importance of establishing rapport and warming up participants. Encourage them to open up and express themselves, making certain that they understand that there is no right or wrong answer.

To facilitate this, consider using ice-breaking activities such as an open discussion or mini ‘fun’ surveys. When new participants come into the research community and see these existing activities, it gives them a head start in getting to know the other respondents (if structured as open discussion), or understanding the structure of the panel and future surveys (if structured as introductory surveys). Here are some example questions:

  • What do you always carry with you in your bag?
  • Who do you most admire in life and why?
  • What can’t you live without?
  • When did you last do something for the first time?

Note that some of these ‘fun’ questions can double as panelist profile attributes for future filtering!

3. Not sharing the purpose and objectives

Both the community and the individual tasks and discussions that you are launching need clear explanation. The more you can clarify the objective of asking a question or setting a task, the more likely you are to get a great response.

Trust leads to greater openness and expression from the members, which means you are more likely to uncover unexpected insights in your research. Transparency with regards to the community mission will be vital in order for you to accomplish this endeavor.

4. Not being flexible with time and structure

Structure is important but rigid adherence to pre-determined tasks can be your enemy. You want to leave enough in your agenda to allow members to touch on further topics, since this can lead to interesting ideas and themes bubbling up to the surface via qualitative discussion. Remember to build in time to explore these unanticipated topic areas.

5. Peaking too soon

The energy and excitement around the initial launch of a community can sometimes result in it peaking too early, with moderators losing focus or getting distracted with other work commitments as time passes. Be on guard against this, even for relatively short communities. Working to establish solid relationships within the community early on can help keep things going strong and lead to productive discussions and valuable insights.

6. Not getting to know your chosen community platform

When it comes to selecting the best and most appropriate market research technology, spend time doing your due diligence and learning how it works. You don’t want to make the common mistake of assuming the technology can do something it can’t. Choose a panel portal tool with a robust backend management toolbox and an engaging portal experience for panelists.

Once you’ve made your choice, make time to experiment or run trials. Give yourself time fully understand its capabilities and how far you can push the tasks. Promotional note: Voxco Panel Manager offers a Day 1 integration kit that gives you the source code and design templates you need to get started immediately. Get in touch with us to see how it can help!

7. Expecting too much of your members

Avoid cramming in too many tasks and discussions because, ultimately, it will over-load members who will quickly lose interest and slope off. Always try to take a step back and ask yourself, “Would I be prepared to do this myself?” or “Would I be able to achieve this in the allotted time?”

8. Thinking, “If I build it, they will come.”

Simply building a research community is not enough. Communities are organic, living things that require time, effort, intellect and resources in order to be successful and reveal the insights that you need.

Take the community through its life stages, investing in people and relationships along the way. When obstacles come – and they will – try to see them as opportunities and be confident that you can always find a way to work around them.

9. Not being prepared for the volume of data

Many first-timers end up underestimating the amount of data they will collect, and then don’t have a good plan in place for how to analyze and report on that data. So a top tip is to formulate hypotheses, and be prepared for rolling analysis techniques and tools.

On a typical basis you should seek to commence your analyses halfway through the community. If you have resources available, consider how to combine efforts and work together as a team.

10. No plan in place

You can’t launch your community on day one and then wait until day two to figure out what to do! Be sure to know how the next few weeks or months will play out. What will your role and input be? Only then can you manage client expectations. Community planning requires a careful balance. Although you should look to avoid over-planning and preparing, It’s recommended that you have a loose framework to utilize your members time effectively.

The welcoming phase is crucial, demanding effort and energy, so having early activities set up and ready to roll will make your life so much easier, leaving you time to concentrate on planning and re-shaping further activities in the light of feedback that you gather.

Read the source article at Research Industry Voices

This Survey Is Unwieldy And Intrusive. And Invaluable.

This Survey Is Unwieldy And Intrusive — And Invaluable To Understanding Americans’ Health

As the length of the NHIS grows, the attention spans of respondents shrinks which means declining response rates. Maggie Koerth-Baker at FiveThirtyEight has put together an excellent article on why the impact that decreasing the length of the NHIS could have in the US:

“Every year since 1957, tens of thousands of Americans have opened their homes to government survey takers who poke and prod their way through a list of intimate and occasionally uncomfortable questions. That process is part of the National Health Interview Survey, the gold standard of health data in the United States.

Experts say it is unique in its sample size, the scope of its questions, and how long it has existed. The NHIS is crucial to our ability to track the prevalence of diseases and health-related behaviors, and to answer complex questions involving health, income and family demographics. And now it’s about to change. The National Center for Health Statistics, the branch of the Centers for Disease Control and Prevention that conducts the survey, is planning a big shift in how the NHIS works, one that some scientists fear will impair their ability to learn about things like how stepmothers can subtly disadvantage children — investigations that end up shaping everything from the way your money gets spent to the policies your legislators vote on.

At issue is the question of how long anybody can reasonably expect Americans to put up with sharing intimate details of their lives with taxpayer-funded bureaucrats.

The 35,000 households — more than 87,000 individuals — who will be interviewed for the NHIS this year will have to devote an average of 90 minutes of their time to the survey. They aren’t paid. There’s no prize at the end. “That’s a lot to ask of people,” said Stephen Blumberg, associate director for science at the National Center for Health Statistics.

The thing about a gold standard is that every researcher wants to be a part of it. Twenty years ago, the NHIS lasted about an hour. But over time, more government agencies and scientists wanted to add more and more questions to make it more and more useful. Meanwhile, participation has been dropping. In 1997, the survey had a 91.8 percent response rate. “The response rate today is about 70-73 percent,” Blumberg said.

So scientists and the government are caught in a tug of war over the survey. Pull too hard one way, and they risk losing access to valuable information. Yank it back the other, and Blumberg worries that the participation rate could fall below 60 percent.


But nobody knows whether making it shorter will actually increase the response rate. The NHIS is not the only survey that’s losing respondents over time. Across the board, fewer and fewer Americans are choosing to participate in surveys of all kinds. This trend has been documented by the National Research Council and the Pew Research Center. Scientists I spoke to repeatedly referred to this problem as “the elephant in the room.”

It’s not clear why this is, but the length of the survey is probably not the primary driver, said James Lepkowski, director of the University of Michigan’s program in survey methodology. “If length is an issue, what you should see is that people break off in the middle. That’s actually very rare.”

Read the full article at FiveThirtyEight

This article is a perfect illustration of a primary problem facing researchers today. Is shorter and simpler better? Not always.

Are Simple Surveys Better? Yes. And No.


Part 2: Listen and adapt

In this two-part series, we’re illustrating what makes a good, simple survey. Part 1 covered tips and benefits of making surveys more visual to maximize respondent engagement. The key being that surveys should appear simple on the surface, but behind the curtain they should be anything but.

Respondents are turned off by surveys that ask repetitive or irrelevant questions. They like a survey that’s as simple as possible. And the best kind of simple is a relevant simple – so cut directly to the questions that reflect a respondent’s situation. Listen to your respondents. And then ask the right questions. Respondent should never see a question that doesn’t apply to them. If your survey can truly ‘listen’ to its respondents, it should then adapt the conversation on the fly.

So how can it be done?


If programmed the right way, a survey’s hidden variables could account for as much as 50% of your survey questions. This means that a survey that’s 30 questions long can be tailored down to only 15 using skip logic that ‘listens’ to a respondent’s early answers (or the attributes in their panelist profile).

A good survey software should allow dynamic same-page skipping or even same-table skipping that immediately react to responses given. Example: if Question 14 asks about a respondent’s most recent plane trip, and a respondent chooses ‘I’ve never taken a trip by plane’, questions 15 and 16 should immediately disappear if they are about the quality of that trip. This lets the respondent proceed quickly to the next page. Manually skipping questions or having to re-state that they haven’t flown recently frustrates respondents.

Did you know that you can also use Voxco Online to auto-program skips based on geo-location, device type, and browser language settings? These types of skips are extremely helpful as they let you dig deeper into a respondent’s specific geographic or technological situation immediately based on information gathered before the survey even begins.


Piping is taking past answers and re-using them in future questions. This echoing lets the respondent know that they are being heard. It can be very useful in customer insights surveys or employee feedback surveys where it’s important to make respondents feel valued.

Good online survey programs allow piping of images, numeric values or text. Consider pairing our advice from Part 1 and pipe changing background images to different points in the survey based on prior answers. For example, if a respondent indicated that their ideal vacation would be on a remote tropical beach, pipe in a beach backdrop for the more detailed dream vacation questions.

Reminder: Keep it simple.

The growing trend is that respondents want simpler, shorter online surveys. But that doesn’t mean that the survey tool needs to be simple, just the survey experience. So use smart ‘listen and adapt’ logic behind the scenes to maintain a relevant simplicity for respondents while maximizing your potential insights.

Voxco Online is the most flexible survey software in the industry. It combines the simple respondent experience with powerful logic and design capabilities under the hood. Simple surveys done right.

Are Simple Surveys Better? Yes. And No.

are simple surveys better yes and no voxco online

Part 1: More engagement = Better Results

Respondents love simple surveys. But under the surface your surveys should be anything but. Respondents’ patience is at an all-time low, so drop-out rates soar when surveys are too long, too clunky, too boring, or too irrelevant. As a result, the trend in surveys today is that simpler is better.

But there’s much more to engaging respondents than simplicity and shortness. Respondents are more likely to give more answers, better answers and feel warmer about your brand if your survey truly engages them (while respecting the basics of shorter and sweeter). Don’t sacrifice respondent engagement in favor of over-simplified surveys. Yes, you can have both.

Let’s look at some ways to make a survey simple and engaging:

How can it be done?

Some of the more basic suggestions include the use of visual backgrounds behind the questionnaire, embedded multimedia to enhance question with audio or video, the use of sliders as satisfaction scales, and drag and drop rankings for item prioritization. We agree, this seems like Survey Creation 101: ask a basic question in an interesting, engaging way.

But consider a more engaging way to ask the standard question types. For example, use an image area evaluator. It helps respondents instantly visualize your question meaning and makes it more interesting to respond to. For a straightforward question like ‘which seating section of a plane do you prefer?’, skip verbalizing the options (eg. ‘front,’ ‘wing,’ ‘rear’) and use an image area selector to instantly illustrate what you’re asking and remove all chance of misinterpretation.

Voxco Online: Sample survey image selector

The most flexible versions of image area evaluators offer both negative and positive selections so that a single question could garner two insights (eg. most and least favorable choices) at the same time.

Little visual pleasantries help keep surveys interesting, so change it up along the way. People are more visual now than they’ve ever been. Good-looking surveys generally get higher response rates, which means better data and a higher ROI (due to smaller sample size) for your project.

It’s simple

Over-simplified survey tools create over-simplified surveys. There’s a smart simple, and over-simple. The most engaging surveys offer an engaging survey experience to the respondent.

We hope you get a chance to experience the Voxco Online sample survey. It illustrates how a flexible survey software can seamlessly use visuals, multimedia, and engaging question types to keep a respondent’s attention long enough to answer a full survey.

This was Part 1 of 2 posts about respecting simple respondent experiences while ensuring that under the surface they’re anything but. Part 2 explains how to ensure your surveys listen to respondents and seamlessly adapt to their answers. Have a read!

La simplicité fait-elle la force des enquêtes ? Oui et non.


Partie 2 : être à l’écoute et s’adapter

Dans cet article en deux parties, nous vous expliquons comment créer des enquêtes simples, mais performantes. Dans la première partie, nous avons vu des astuces et les avantages de l’aspect visuel des enquêtes, pour maximiser l’engagement des participants. Ainsi, les enquêtes doivent être simples pour l’utilisateur, mais reposer néanmoins sur un certain degré de sophistication.

Les répondants ont une aversion particulière pour les questionnaires répétitifs ou manquant de pertinence : plus une étude est simple, plus ils l’apprécient. Pour répondre à cette attente, vous devez aller à l’essentiel en ne gardant que les questions qui seront pertinentes par rapport à la situation des participants. Tenez compte des retours de vos répondants, puis posez-leur les bonnes questions. Dans l’idéal, un participant ne devrait jamais avoir à répondre à une question qui ne le concerne pas. Pour être « à l’écoute » de ses participants, votre enquête doit s’adapter en fonction des commentaires reçus à la volée.

Comment procéder ?


Dans une enquête bien programmée, les éléments variables peuvent représenter 50 % du nombre total de questions. Ainsi, une étude de 30 questions peut être réduite à 15 éléments seulement à l’aide du branchement conditionnel, qui s’adapte en quelque sorte aux réponses précédemment fournies par le répondant (ou aux informations de son profil dans le panel).

Les logiciels les plus performants proposent des fonctionnalités de conditions dynamiques par page ou par tableau qui permettent au questionnaire de s’adapter en temps réel. Imaginons que la question 14 concerne le dernier voyage en avion du participant, et que celui-ci réponde « Je n’ai jamais pris l’avion » : les questions 15 et 16 sur la qualité du voyage disparaîtront automatiquement. Les participants peuvent ainsi passer plus rapidement à la page suivante, et n’ont pas besoin de perdre du temps à passer manuellement les questions ou à indiquer à plusieurs reprises qu’ils ne prennent pas l’avion.

Saviez-vous qu’il est également possible d’utiliser Voxco Online pour programmer automatiquement des conditions selon des critères géographiques, les appareils utilisés et la langue du navigateur Web ? Ces éléments sont très utiles, car ils vous aident à mieux comprendre l’environnement géographique ou technologique de vos répondants en rassemblant des informations avant le début de l’enquête.


Vous pouvez également exploiter les réponses précédemment données dans vos nouvelles enquêtes. Les répondants savent ainsi que leurs retours ont bien été pris en compte par votre entreprise. Cette approche est particulièrement utile dans les études sur les avis client ou les retours d’employés où il est important que les répondants se sentent appréciés.

Avec un programme performant, vous pouvez réutiliser des images, des valeurs numériques et du texte. Vous pouvez par exemple suivre les conseils donnés dans la première partie et réutiliser des images d’arrière-plan à différentes étapes de l’étude en fonction des réponses précédentes. Par exemple, si un répondant a indiqué sa destination préférée dans un questionnaire antérieur, il est possible d’insérer une image de ladite destination en arrière-plan.

Souvenez-vous : la simplicité est votre meilleure alliée.

De plus en plus d’utilisateurs tendent à préférer les enquêtes simples et rapides. Cela ne veut pas dire que vous pouvez vous contenter d’outils basiques : seule l’expérience doit être simplifiée. Restez à l’écoute et adaptez vos enquêtes pour maximiser la simplicité tout en optimisant la collecte d’informations.

Voxco Online est la solution la plus flexible sur le marché, alliant simplicité pour l’utilisateur final et fonctionnalités de conception et de traitement avancées, pour des enquêtes simples et efficaces.

La simplicité fait-elle la force des enquêtes ? Oui et non.

are simple surveys better yes and no voxco online

Partie 1 : un meilleur engagement, de meilleurs résultats

Les répondants apprécient les enquêtes faciles à remplir. Cependant, en réalité, vos enquêtes doivent être tout sauf simples. Le degré de patience des répondants n’a jamais été aussi faible, c’est pourquoi les taux de décrochage montent en flèche lorsque les enquêtes sont trop longues, trop maladroites, trop ennuyeuses ou pas assez pertinentes. Aujourd’hui, la tendance est donc à la simplicité.

Pourtant, la facilité et la rapidité sont loin d’être les seuls leviers qui permettent de stimuler l’engagement des répondants. Ces derniers seront plus enclins à donner plus de réponses de meilleure qualité et à avoir une vision plus chaleureuse de votre marque si votre enquête leur permet de vraiment s’investir (tout en respectant les règles de base du « plus court » et du « plus agréable »). Veillez cependant à ne pas privilégier la simplicité au détriment de l’engagement des participants : vous pouvez concilier les deux !

Voici quelques méthodes qui vous aideront à créer des enquêtes simples et conviviales :

Comment procéder ?

Utiliser des images d’arrière-plan ; intégrer des composants multimédia audio ou vidéo afin de mettre en valeur les questions ; utiliser des curseurs pour les baromètres de satisfaction ; hiérarchiser les éléments grâce à un classement « glisser-déposer » – voilà quelques-unes des suggestions de base. Il est vrai que ces approches peuvent sembler évidentes pour beaucoup, mais l’objectif reste le même : vous devez poser une question de manière intéressante et agréable.

Pour aller plus loin, imaginez une manière encore plus stimulante de poser les questions types. Vous pouvez par exemple vous appuyer sur un outil de sélection de zones d’image. Ainsi, les répondants peuvent visualiser sur-le-champ le sens de votre question et ils auront davantage envie d’y répondre. Pour une question directe comme : « Quelles sont vos places préférées dans un avion ? », vous pouvez éviter de formuler les options de réponse (par exemple, « à l’avant », « au niveau des ailes » ou « à l’arrière ») et utiliser un outil de sélection de zones d’image afin d’illustrer instantanément votre question et d’éliminer tout risque de malentendu.

Voxco Online: Sample survey image selector

Les outils de sélection de zones d’image les plus flexibles permettent de réaliser des sélections négatives et positives. Ainsi, la même question peut être traitée selon une perspective double (par exemple, sélection des options les plus souhaitables et des options les moins souhaitables).

N’hésitez pas à modifier les détails visuels au fil de l’enquête pour attirer l’attention des utilisateurs, car aujourd’hui, les gens sont plus sensibles à l’aspect visuel que jamais. Les enquêtes les plus esthétiques obtiennent généralement un taux de réponse plus élevé, ce qui signifie des données de meilleure qualité ainsi qu’un meilleur retour sur investissement (la taille de l’échantillon étant plus petite) pour votre projet.


Avec des outils excessivement simples, on obtient des enquêtes excessivement simples. La simplicité peut être judicieuse, mais également excessive. Les enquêtes les plus stimulantes offrent au répondant un sentiment d’implication.

Nous vous invitons à découvrir la Démo Voxco Online, qui vous montre comment notre solution flexible intègre des composants visuels et multimédia et utilise des questions stimulantes afin de mobiliser l’attention des répondants jusqu’à la fin de l’enquête.

Ce texte constitue la première partie de notre billet qui vous explique comment créer des enquêtes simples pour vos répondants en vous appuyant sur des fonctionnalités sophistiquées. La partie 2 sera consacrée aux méthodes à utiliser pour que vos enquêtes tiennent compte des répondants et s’adaptent parfaitement à leurs réponses.

Sind einfache Befragungen besser? Ja. Und nein.


Teil 2: Erhören und anpassen

In dieser zweiteiligen Serie veranschaulichen wir, was eine gute, einfache Befragung ausmacht. Teil 1 beschreibt Tipps und Vorteile, um Befragungen visueller zu machen und somit das Engagement der Befragten zu maximieren. Der Schlüssel ist, dass die Befragungen an der Oberfläche einfach erscheinen sollten, aber darunter  alles andere als das sind.

Befragte interessieren sich nicht für wiederholende oder irrelevante Fragen. Sie mögen Umfragen, die so einfach wie möglich sind. Und die beste Art von einfach ist ein „relevantes“ einfach – also stellen  Sie die Fragen so, dass Sie die Situation der Befragten widerspiegelt. Hören Sie auf Ihre Befragten. Und stellen Sie dann die richtigen Fragen. Die Befragten sollten niemals eine Fragen sehen, die nicht auf sie ausgerichtet ist. Wenn Ihre Umfrage nicht wirklich ihre Befragten “erhört”, sollte sie an das laufende Gespräch angepasst werden.

Wie funktioniert das?


Wenn die Umfrage richtig programmiert ist, können die versteckten Variablen der Umfrage 50% der Fragen berücksichtigen. Das bedeutet, dass mit der skip logic eine Umfrage von 30 Fragen auf 15 Fragen angepasst werden kann, da die Befragten in den vorherigen Fragen “erhört” wurden (oder ihre Attribute in ihrem Teilnehmerprofil).

Eine gute Umfrage-Software sollte dynamic same-page skipping oder auch same-table skipping erlauben, welches sofort auf die gegebenen Antworten reagiert. Beispiel: Wenn Frage 14 sich auf die letzte Flugreise des Befragten bezieht und der Befragte “ich bin noch nie in einem Flugzeug gereist” angibt, sollten Fragen 15 und 16 sofort verschwinden, wenn diese sich auf die Qualität der Reise beziehen. Auf diese Weise kommen die Befragten schnell auf die nächste Seite. Manuell Fragen zu überspringen oder zu wiederholen, dass Sie kürzlich nicht geflogen sind, frustriert die Befragten.

Wussten Sie, dass Sie Voxco Online auch benutzen können, um  skips basierend auf Geo-Location, Gerätetyp und Browser-Spracheinstellungen Autoprogrammieren zu können? Diese Arten von skips sind äußerst hilfreich, da Sie sich tiefer in die geografische oder technische Situation der Befragten einlassen können, da sich sofort auf Informationen basiert wird, die vor Beginn der Befragung gesammelt wurden.


Das Piping nutzt alte Antworten und verwendet sie in zukünftigen Fragen wieder. Dieses Echo lässt die Befragten wissen, dass sie erhört wurden. Das kann in Kundeninformationsumfragen oder Mitarbeiterfeedbackumfragen sehr hilfreich sein, wo es wichtig ist, dass sich die Befragten bewertet fühlen.

Gute Online-Umfrage-Programme ermöglichen die Vernetzung von Bildern, numerischen Werten und Texten. Berücksichtigen Sie unseren Rat in Teil 1 und vernetzen Sie sich verändernde Hintergrundbilder mit verschiedenen Punkten in der Umfrage, basierend auf frühere Antworten. Zum Beispiel, wenn ein Befragter angegeben hat, dass sein idealer Urlaub an einem entfernten tropischen Strand sei, blenden Sie ein Strand-Hintergrundbild bei den detaillierteren Fragen zum Traumurlaub ein.

Erinnerung: Halten Sie es einfach.

Der wachsende Trend ist, dass die Befragten einfachere, kürzere Online-Umfragen wollen. Aber das bedeutet nicht, dass das Umfrage-Tool einfach zu sein braucht, sondern nur das Umfrageerlebnis sollte es sein. Also nutzen Sie  intelligente “zuhören und anpassen” Logik hinter den Kulissen, um eine entsprechende Einfachheit für die Befragten zu bewahren, während Sie Ihre potentiellen Einsichten maximieren.

Voxco Online ist die flexibelste Umfrage-Software in der Industrie. Sie kombiniert das einfache Erlebnis der Befragten mit leistungsstarker Logik und Design-Funktionen. Machen Sieeinfache Umfragen richtig!

Sind einfache Befragungen besser? Ja. Und nein.

are simple surveys better yes and no voxco online

Teil 1: Mehr Engagement = bessere Ergebnisse

Die Befragten lieben einfache Umfragen. Aber unter der Oberfläche sollten Ihre Umfragen alles andere als einfach sein. Die Geduld der Befragten ist zu jeder Zeit gering, wodurch die Abbruchquoten steigen, wenn die Umfragen zu lang, zu plump, zu langweilig oder zu irrelevant sind. Als Folge ist der Trend der heutigen Umfragen: je einfacher, desto besser.

Aber es gibt wesentlich mehr als Einfachheit und Kürze, um die Befragten anzusprechen. Die Befragten geben eher mehr Antworten, bessere Antworten und fühlen sich vertrauter mit Ihrer Marke, wenn Ihre Umfrage sie wirklich anspricht (solange Sie die Grundlagen von „kürzer“ und „süßer“ respektieren). Machen Sie Ihre Umfragen jedoch nicht zu einfach. Denn Sie können beides haben.

Schauen wir uns einige Möglichkeiten an, um Umfragen einfach und ansprechend zu gestalten:

Wie wird dies gemacht?

Einige der grundlegenden Vorschläge umfassen die Verwendung von visuellen Hintergründen hinter dem Fragebogen, eingebettete Multimedia-Fragen mit Audio oder Video, die Verwendung von Reglern als Zufriedenheitsskalen und Drag & Drop-Rankings für Punkt-Priorisierung. Wir stimmen zu,, dass dies wie  das 1×1 der Umfrageerstellung erscheint: Stellen Sie eine grundlegende Frage in einer interessanten, fesselnde Art und Weise.

Aber berücksichtigen Sie eine ansprechendere Weise um Standardfragetypen zu stellen. Verwenden Sie zum Beispiel die Auswahl eines Bildbereiches. Es hilft den Befragten sofort die Bedeutung Ihrer Frage zu visualisieren und macht es interessanter, diese zu beantworten. Für eine einfache Frage wie “Welche Sitzbereiche bevorzugen Sie in einem Flugzeug?”, verbalisieren Sie die Optionen (z.B. “vorne”,”Flügel”, “hinten”) und benutzen Sie die Auswahl eines Bildbereiches, um sofort zu veranschaulichen, was Sie fragen und um jede Fehlinterpretation zu vermeiden.

Voxco Online: Sample survey image selector

Die flexibelsten Versionen der Auswahl eines Bildbereiches bieten sowohl eine negative, als auch positive Auswahl, so dass eine einzige Frage zwei Einsichten zur gleichen Zeit erlangen kann (z.B. am günstigsten oder weniger günstigste Auswahl).

Kleine visuelle Scherze helfen dabei, Umfragen interessant zu machen, also ändern Sie dies im Laufe der Zeit. Die Personen heute sind visueller als jemals zuvor. Gut aussehende Umfragen erhalten im Allgemeinen höhere Antwortraten, was für Ihr Projekt bessere Daten und einen niedrigeren ROI (aufgrund kleiner Stichprobengröße) bedeutet.

Es ist einfach

Zu vereinfachte Umfrage-Tools schaffen zu vereinfachte Umfragen. Es gibt ein intelligentes einfach und ein zu einfach. Die ansprechendsten Umfragen bieten den Befragten ein ansprechendes Umfrage-Erlebnis.

Wir hoffen, Sie bekommen die Chance, sich die Voxco Online Demo anzuschauen. Sie zeigt, wie eine flexible Umfrage-Software nahtlos Grafik, Multimedia und ansprechende Fragetypen benutzen kann, um die Aufmerksamkeit der Befragten lange genug aufrecht zu erhalten, um eine vollständige Umfrage zu beantworten.

Dies war Teil 1 von 2 Beiträgen über ein einfaches Erlebnis für Befragte, während  gewährleistet wird, dass es unter der Oberfläche alles andere als einfach ist. Teil 2 erklärt, wie Sie sicherstellen können, dass Ihre Umfrage die Befragten erhört und sie nahtlos an ihre Antworten anpasst.

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