When designing any type of market research survey, it’s essential to take steps to optimize the Length of Interview (LOI). As a brand creation agency, we often advise our clients on how to effectively incorporate the most pressing questions on their brand without overwhelming respondents.
Brand name development is a crucial step in creating a successful brand and the LOI is a key element in survey design that can significantly impact the response rate and the quality of the data. Therefore, achieving the right balance with LOI is essential: surveys should be brief enough to keep respondents engaged yet detailed enough to gather sufficient data to meet the objectives of the study.
5 factors that can affect the LOI:
- Question design: How questions are worded can greatly impact LOI. Each question should have one clear and concise question. Clear and concise questions help reduce LOI by making it easier for respondents to understand the question and answer quickly.
- Survey flow: How questions are structured and ordered can greatly impact LOI. A logical and intuitive survey flow keeps respondents engaged which can make the survey feel shorter in length to the respondent.
- Target audience characteristics: Demographics and preferences play a crucial role in determining how long respondents are willing to spend on a survey. In a B2B (Business-to-Business) or Healthcare setting, respondents who are considered “professionals” may be willing to engage in longer surveys if the content is relevant to their business. Conversely, a survey written for a general consumer audience about a recent purchase may be shorter in length to achieve optimal participation on a few specific questions about their purchase.
- Survey mode: The method of administering a survey affects LOI because different modes of survey delivery can influence time of engagement. Online, self-administered surveys (one of the most used methods for administering surveys) are typically designed to take less time to complete than telephone or other types of interviewer-administered surveys, as the latter can sustain longer engagement due to personal interaction.
- Compensation: Offering incentives can significantly influence response rates, encouraging respondents to participate in longer surveys they might otherwise avoid.
Designing an effective survey is a balancing act. Here are a few commonly used strategies to manage LOI that your brand creation agency should be using:
- Pre-test the Survey: Conducting a pre-test helps to estimate the actual LOI and identify any potential issues that would impact the overall respondent experience and data quality.
- Prioritize Questions: Focus on including questions that are critical to the research objectives. When you test your survey, consider whether you are asking questions that are merely nice to know but not essential to meeting the objective(s). This prioritization helps keep the survey concise.
- Use Engaging Formats: Consider different question types in your survey, such as multiple-choice, Likert scales, and open-ended questions. Consider adding a BREAK image to help maintain respondents’ interest and prevent fatigue. Visual elements like progress bars can also help respondents gauge how much of the survey is left, reducing anxiety about the survey length.
Whether you’re creating a survey for brand name creation or another initiative, optimizing the LOI is essential for achieving high-quality survey results. While there is no one-size-fits-all answer, striking the right balance between brevity and depth can greatly enhance response rates, the respondent experience, and, ultimately, the quality of the data. If you have any questions or require assistance with your own market research, brand insights or brand name creation, don’t hesitate to contact us at https://brandsymbol.com/contact/.