Brand Tracking SOS: How to Rescue Your Surveys from Research Fatigue

Here are some simple but actionable approaches we recommend for combatting research fatigue within your brand tracking survey:

1. Manage expectations

Use signposting techniques to guide participants through the survey and manage their expectations about its length. This can include progress indicators showing how far they've progressed and how much is left, clear section headings, brief intros for each section, and cues like "finally" to signal that the end is near. A simple technique but these subtle prompts help participants stay engaged by providing a sense of direction and indicating that completion is within reach.

2. Mix it up

Incorporate a variety of question styles to keep participants engaged throughout the survey. Instead of relying solely on rating scales, mix it up with multiple choice, open-ended questions, and even interactive elements like drag-and-drop or image selection. This diversity in question formats not only adds interest but also encourages participants to stay focused and actively involved in the survey process.

3. Stimulate the senses

Incorporate visual elements, such as images and visual challenges, to make the survey experience more engaging and interactive. Visual stimuli can capture participants' attention and maintain their interest throughout the survey. Explore utilising interactive animations in surveys too, like clicking and selecting options, to enhance the user experience. Ensure that the survey interface is user-friendly and intuitive, making it easy for participants to navigate and interact with the survey content.

4. Personalisation

Implement responsive text using piping to reference participants' previous answers or selections. This creates a personalised survey experience, showing participants that their input is valued and enhancing their engagement with the survey content.

5. Cherry-pick your audience

Audience segmentation is a great tool for combatting research fatigue. By tailoring surveys to specific audience segments based on demographics, behaviours, or interests, survey content can be customised to match the preferences and characteristics of different respondent groups. Researchers can increase relevance and resonance for respondents, thereby reducing the risk of surveys being abandoned or filled in incorrectly.

When it comes to your brand tracking objectives, addressing research fatigue is crucial. By incorporating our recommended approaches into your brand tracking surveys, you can revitalise respondent engagement, reduce survey fatigue, and elevate the quality of your brand tracking outcomes. All of this will ultimately help provide the actionable insights you need to empower your businesses to make informed decisions that will strengthen your brand equity and market position.

Ready to transform your brand tracking efforts and conquer research fatigue head-on? Whether your brand tracking surveys need a subtle evolution or a full-blown revolution, we're here to unlock their full potential. We can sharpen your brand tracking toolkit, allowing you to effectively monitor and enhance brand health, understand your consumer preferences and predict future trends that will pave the way for brand growth.