Matchbook’s top survey tips.

As a group of creatives, strategists and researchers, Matchbook understands that surveys are an extremely effective way to capture quantitative data across multiple populations. If you’re looking to get the data you’ll need to confidently move forward with a plan for your brand, follow these tips when setting up your survey questions to capture information quickly and easily.

Keep it short and simple.

Surveys vary in length depending on intent as well as the type of data researchers are hoping to capture. For a simple survey, 10-15 questions is an appropriate number to ensure users stick with your survey and give thought to your questions. Surveys longer than 15 questions can cause a loss of interest, and participants are more likely to leave during the questionnaire. Questions should also be direct and easy to understand. Ask one question at a time, as simple as it might seem. This will allow respondents to fully address the topic at hand, as opposed to figuring out how to answer a question worded oddly. Make sure multiple choice questions have ample responses so the user experience is seamless.

Don’t falsify your data by forcing answers.

It’s often easy coming up with a list of answers that you would like respondents to choose from. However, at times researchers can forget that of the options they provide sometimes all or none of the answers may apply. It’s key to remember that adding these choices are critical (all of the above, none of the above, I am not aware of...), or respondents will be forced to choose an answer that doesn’t ring true to them. An “other” option or selection allowing for an open field response is also preferred. This will also help accurately gauge what participants are thinking.

Capture demographic information that matters.

Surveys typically offer a slew of demographic-related questions, from age and gender to household income and beyond. All of these characteristics are beneficial when determining an audience and target market. However, some surveys don’t require every detail on the subject. It’s important to distinguish what information is really needed. Along the same lines, make sure every question is a necessary one. While the access to data is now at a researcher’s fingertips, it’s important to keep a survey organized, concise, and objective.

Read the data deeper than the graph provided.

Survey platforms are efficient at condensing data and allowing researchers to review a population’s response easily. However, researchers rely on in-depth analysis to make the best recommendations from the data. Do males and females answer different questions differently? Does one age group address a topic differently than the rest? Looking at the demographic qualifiers chosen, researchers can better cross compare responses to see how to target more specifically.

Set the survey up for success.

It’s become common to blast a survey link out through social media in order to collect a large sample size. However, specific targeting of who researchers want to talk to becomes more critical for useful data. Send surveys out directly, and explain the goals and intent of the survey. It is helpful to communicate to the participants the benefit they receive by supporting your data collection. Sweepstakes and gifting can also be used to incentivize and make the survey seem more worthwhile.