Writing mobile surveys: you’re doing it wrong

Time to start writing mobile surveys

Mobile surveys. Let’s keep them short and sweet, like this blogpost. This short post includes just a few tips on designing your surveys for mobile.

You want to appeal to a larger and more demographically varied group of respondents, so remember that your surveys have to appeal to mobile users.

Here’s the TL;DR (too long; didn’t read) version: design surveys for mobile, rather than designing for desktop and assuming that automated device rendering will suffice.

Keep it Short.

Imagine the way a user spends 30 minutes on their smartphone: starting via notification windows, they proceed to review status updates, tweets and other social media feeds, read linked articles (or likely just the headlines), and send a few catch-up texts. Notice the trend: they aren’t spending the entire 30 minutes in a single app, but jumping around from place to place for short bursts. So why assume that this same user would answer a 2o-minute survey on their smartphone? Notifications won’t stop during that time so are you sure you can keep their attention? Each extra minute increases the odds of abandonment.

Consider question types.

Voxco offers every different online survey question type you can imagine. But we know that some of these just don’t translate to mobile very well, and don’t recommend using them. Matrix questions, for example. Asking a respondent to scroll down 10 rows and grade each row on a 7-point scale is ridiculous to expect on a mobile. Refocus your survey – determine which of those ten rows is most important and ask one or two of them as individual questions. Stick to simple question types with well-crafted logic in the background working to ensure skipping of irrelevant questions and auto-completing previously answered questions.

Think mobile at every step.

If you’re asking for customer feedback, ask respondents to use their cameras to scan QR codes to capture product or purchase-time information instead of having them scroll through drop down menus or manually type it out. Use metadata or geo-targeting to capture device and location information instead of asking the respondent to waste more time completing it. Let respondents take a picture or record an audio clip instead of typing.

How can you make the survey easier (and more fun) for mobile respondents? If you’re going into the survey-creation process with this question in your mind you’re on the right track.

Read the source article by Zontziry Johnson on LinkedIn


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