Audience Measurement

6 Considerations to Enhance the Consumer Survey Experience

Optimizing a survey experience is not as straightforward as it may seem. We take you through some key steps to ensuring your surveys keep respondents engaged.
The People Platform
3 min to read
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Consumer surveys are a critical tool for businesses seeking to understand their customers' preferences, behaviors, and opinions. Whether you're launching a new product, improving customer services, or implementing an audience measurement service, creating effective surveys is key to gathering relevant and actionable insights. To ensure your surveys yield meaningful results, here are six essential things to keep in mind.

1. Be Clear with Your Objectives

Before you start crafting your survey questions, establish your objectives. What do you want to learn or achieve with this survey? Define your goals, whether it's identifying customer satisfaction levels, understanding product preferences, or gauging brand perception. It’s also important to identify what metrics you want to gain insight into such as notice, dwell time, and/or customer satisfaction scores. Clearly defined objectives and metrics will guide your survey design and help you focus on what matters most.

2. Keep it Short and Focused

Survey fatigue is real, and lengthy surveys can discourage respondents from participating. Keep your survey concise and focused on your objectives. Limit the number of questions to the essentials and ensure that each question directly contributes to your research goals. A shorter, well-structured survey is more likely to generate higher response rates.

3. Use Clear, Unbiased, and Inclusive Language

The wording of your survey questions can significantly impact the quality of the responses. Use clear, unbiased language to avoid leading questions which can unintentionally influence respondents. Keep questions neutral, avoiding any hints of what the desired response might be. This ensures the data collected is as objective as possible. It’s also important to ensure you consider your audience and craft questions that offer inclusive demographic options and language to avoid alienating respondents, which can lead to them dropping out of the survey.

4. Offer a Variety of Question Types

Diversify your question types to capture a broader range of data. Common question types include multiple-choice, yes/no, rating scales, and open-ended questions. Multiple-choice questions are great for quantifiable data, while open-ended questions provide valuable qualitative insights. Mix and match question types to gain a comprehensive understanding of consumer sentiment.

5. Make the Reward Match the Effort

A way to ensure that users give detailed and honest feedback in surveys is to incentivize them with some kind of reward for participating in the experience. It’s important to note that rewards should vary depending on survey complexity.

Survey rewards should always match the length of the survey so that respondents feel properly rewarded for their efforts. A short survey is easier and less time-consuming for a user which means they will not expect a large reward, but the opposite is also true.

6. Show Your Appreciation

At the end of every survey should be a final screen expressing your appreciation for the respondent. Make sure that you thank them for their time and feedback so that they know just how much you value their feedback. Not only will it make them feel appreciated, but it will also leave them feeling positive about their user experience.


Creating valuable consumer surveys requires careful planning and execution. By defining clear objectives, maintaining brevity, using clear language, offering diverse question types, matching rewards with survey length, implementing a status bar, and showing your appreciation, you can create surveys that provide impactful insights and leave respondents feeling valued.


The People Platform engages consumers with opportunities to voluntarily share information about themselves, their behaviors & motivations, and their visits to/experiences with different brands, businesses or points-of-interest. In exchange for their perspective, participants are rewarded, receiving value back through incentives, such as digital gift cards.

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