Taking a survey is like being in traffic — tolerable if it keeps moving
Let’s get nerdy about the common yet often misunderstood mantra, “Keep your survey short.”
People will tolerate longer surveys if each question is easy to answer.
Just like people will tolerate a long commute if there’s no traffic.
A long TSA line, provided it keeps moving.
A long delivery time, as long as they get status updates.
A long wait at a restaurant, if compensated with free drinks.
A lengthy checkout, if the cashiers are efficient.
And a long email, if there’s a clear, bolded action item.
“Keep your survey short” is about optimizing for effort, not just time. One metric you should pay attention to is “Response Lag” – the time it takes for someone to respond to a question after reading it.
Here are a few things you can do to minimize Response Lag:
→ Cut the metadiscourse: Phrases like “Next, we’re going to ask you…”
→ Focus on the tangible: Ask about what people own and use, rather than what they might consider or prefer. (It’s easier for people to think about things that exist versus hypotheticals.)
→ Put response options into one category (see image): When presenting multiple-choice answers, ensure they belong to a single, coherent category for easy scanning.
Next Steps
If you’re considering creating a survey, but you’re unsure about your approach, then consider getting a Survey Roast.
Send me your survey draft, and for $145, I’ll make a 15 minute Loom video with copy-and-paste edits and suggestions.
I’d love to help.
Cheers,
Sam