Want better survey responses? Ask fewer questions.
So, youâre thinking about asking customers a bunch of questions to get insights, right? Here's a pro tip: Keep it short. No more than 8 questions that are too similar. Trust me, beyond that, the quality of answers drops faster than Wi-Fi in the middle of a Zoom call.
For an example, if you look at any of the product recommendation quizzes generated with our Shopify quiz app, we generally keep them to 5 questions to keep your response rates high!
TL;DR đŻ
In short, aim to cap your survey at 8 similar questions. When you push past that magic number, people start giving lazy answers, and your data loses accuracy. Even if you need more info, mixing up question styles or adding filler questions can keep their brains from hitting âauto-pilot.â
Why stop at 8? đ§
Think about it: when customers start a survey, they're genuinely engaged. But by question 9, their brain flips the âspeed roundâ switch, and accuracy tanks. Hereâs some proof:
- Eye-tracking studies show people literally stop paying as much attention after the 8th question.
- Mouse-tracking studies reveal that after too many questions, people start clicking quickly with less thought, which means less authentic responses.
Just like we lose interest scrolling through product reviews after page 5, people are wired to stop caring as much after a handful of similar questions.
But why, tho? đ¤
Simple: cognitive fatigue. Our brains look for shortcuts when faced with repetitive tasks. So instead of giving genuine answers to âHow much would you pay for this?â 25 times, people start choosing the first thing that seems âclose enough.â
And hereâs the kicker: theyâll revert to the simplest strategy possible. For example, theyâll start selecting the highest or lowest option without considering each question individually. In other words, youâre not getting real insights at that pointâyouâre just gathering filler responses.
How to get the best answers đ
- Limit repetitive questions: Keep similar questions to 8 max. If you need more info, try switching things up or tossing in a fun, offbeat question.
- Break it up: For longer surveys, divide sections with filler or mix up question styles. Randomize the order if possible.
- Phrase it differently: Tweak how you ask questions to keep things fresh. (E.g., instead of âHow much would you pay?â ask, âWhat would you consider a fair price?â)
When to break the rule â ď¸
If you absolutely need to go beyond 8 similar questions (like for super-detailed product feedback), add variety between questions, or sprinkle in short answer or open-ended questions. This way, they wonât start sleep-answering mid-survey.
Next time youâre setting up a survey, keep it snappy. Your customers will thank you with more honest answers, and youâll get the insights you actually need.
Want to learn more? đ¤
If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.
Quote of the week đŹ
"Ask too much, and people stop telling you the truth."
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