“Let’s go with the longer questionnaire length and get as many questions in there as possible”
Tracking research is a key part of our lives at Kantar Health and something we have a great deal of experience in. We work closely with our clients to assess how to optimise the success of their brand in its competitive environment.
Our third sin is GREED – where we are constantly challenged to ask respondents to take surveys where the questionnaire length is longer than necessary due to questions being added which are either "flavour of the month" or of secondary interest to the objectives. Clearly, we need to state the questionnaire length at the recruitment stage, and a long questionnaire directly increases the incentive costs; however, more importantly and not surprisingly, respondents find the survey experience is less enjoyable as the questionnaire length increases (85% top box for “enjoyable” where questionnaires are less than 15 minutes, this declines by 25% for questionnaires over 30 minutes!).
Look out for the other sins over the coming weeks, and if you are interested in our proven research solutions, we would like to offer you a bespoke tracking workshop at your offices.
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