Have you ever received so many surveys that you simply ignore them? If your answer is “yes”, then you have experienced “survey fatigue”. It's not just an annoying feeling, it's a real problem that can affect both those who respond and those who try to make decisions based on that data.

In a study conducted at a university, it was found that when students received too many surveys, response rates dropped dramatically. And not only that, the answers that were obtained many times did not reflect reality, because the respondents felt overwhelmed or disconnected from the purpose of the survey.

What can we learn from this in the business world?

Companies rely on customer feedback to improve, but here's the paradox: the more surveys you send, the fewer people respond. And if those answers come from people who are already tired of having answered so many questions before, the data you get may be incomplete or even inaccurate.

Gru meme from 'My Favorite Villain' in a presentation of four paintings. The first box reads 'Send surveys to all customers'. In the second, 'Repeat surveys to get more answers'. In the third box, Gru says 'Get useful data'. The fourth and last painting, with a disappointed face, reads 'Customers get tired and stop responding. ' The meme reflects the frustration that comes when surveys are abused and customers lose interest.

This is why it's crucial to find smarter ways to collect customer feedback. It's not just about asking more questions, but about asking the right ones and in a strategic way. At woku, we understand this problem and that's why we've created a tool that allows companies to capture the customer experience without overwhelming them with lengthy surveys. We use technology that simplifies the process and analyzes opinions automatically, allowing us to obtain valuable information without the usual fatigue.

Less can be more when it comes to getting feedback from your customers. So the next time you think about sending out a survey, remember: a good question can be worth more than a thousand surveys.

References

Porter, S.R., Whitcomb, M.E., & Weitzer, W.H. (2004). Multiple surveys of students and survey fatigue. New directions for institutional research, 2004 (121), 63-73.