Microsurveys are an effective market research method used to gather data in a short period of time.
These surveys are a win-win for both researchers and respondents: they don't take long to create and they don't take long to complete.
But don't mistake their brief nature for not gathering enough quality data. In fact, it's quite the opposite. Microsurveys are designed to take little time and still yield high-quality feedback.
Keep on reading to become a microsurvey expert.
What Is a Microsurvey?
It's all in the name!
A microsurvey is an extremely abbreviated form of surveying where fewer than 5 questions are asked of the respondent. They typically take the respondent a minute or less to answer.
The main goal of micro-surveys is to gather very specific feedback from respondents about a certain topic.
While the number of questions and the length of a microsurvey varies, the common theme is the survey is extremely short.
Benefits of Microsurveys
Microsurveys offer a whole host of benefits from short completion times to quick turnaround to high response rates and more.
Below, we'll review the top benefits to conducting these surveys.
Short to Construct for the Survey Writer
Since these surveys often only include 5 questions (or less), they don't require much time from the survey writer.
Because of this, survey design, scope, and overall formatting is drastically simplified when compared to standard surveys. The shorter design also means shorter testing times and a lower chance for errors.
Once they've been completed, microsurveys will also take less time to analyze, saving the researcher time on that front as well.
Short to Complete for the Survey Taker
Microsurveys are also great for respondents who may not be inclined to take longer surveys.
Since they take only a few minutes out of a respondent's day, they're also more likely to answer thoughtfully because they know the survey will end shortly. With longer surveys, respondents can breeze through and not spend much time on questions because they just want to be done.
Microsurveys eliminate this common problem!
Quick Turnaround Times for Fieldwork
Running microsurveys also equates to a shortened fieldwork period.
On the super short end, fieldwork for microsurveys may take just a few days. On the longer end, it may go up to a few weeks.
Because of this quick turnaround time, clients can expect to have their microsurvey data ready to go faster than they would a standard-length survey.
Higher Response Rates
Due to their short nature, microsurveys often yield high response rates.
Additionally, respondents don't have to set aside a significant amount of time to take them, making them more likely to complete. Microsurvey questions are also clear and concise, preventing any confusion that could tack on more time.
Drawbacks to Microsurveys
While microsurveys have many benefits, they are not without some flaws.
These flaws are mainly limited to how much information is gathered and question limits. We'll touch on both of these drawbacks below.
Limited Depth of Information
Sometimes, it's impossible to get all of your questions answered through a microsurvey.
This limited scope can have a direct impact on the depth of information collected. As a result, there can be less context to the survey responses.
What's more, microsurvey responses are often short (which means they may lack detail or be oversimplified to match the briefness of the survey); feedback lacking in detail can negatively affect the overall goals of the survey project.
Insufficient Analysis
When you’re limited with the number of questions you can ask, that hinders the amount of data gathered from the survey.
Less survey data to analyze directly affects how many insights and common themes researchers can pull from the responses. Since receiving data-driven insights is the goal of any survey, this can be problematic for the client.
When to Use Microsurveys
Microsurveys are a great option when they align with your research objectives.
This is why it's always advantageous to have a clear knowledge of what you want to glean from the research before it starts.
For example, you may want to gather feedback on a specific feature of one of your products. Or maybe you want to gauge the immediate reactions of your target audience. Microsurveys are the perfect choice in both of these situations.
Below, we'll discuss other scenarios when microsurveys are the right answer to your research goals.
Customer Satisfaction Surveys
Microsurveys easily deliver insights into customer satisfaction levels around specific products or services.
Since customers will be more likely to take a shorter survey, businesses can expect to see higher response rates. Using this data, they will be able to make the necessary improvements to boost the customer experience in a short amount of time.
Take this example: A hotel wants to gather guest satisfaction levels after checkout.
They send out a microsurvey containing the following questions:
- On a scale of 1-5, how satisfied were you with your stay?
- Please explain why you provided a [X] rating.
- On a scale of 0-10, how likely are you to recommend our hotel?
- Please explain why you provided a [X] rating.
- How can we improve your experience for your next stay?
With this data, the hotel learns more about how their services impact customer satisfaction levels.
Post-Event Feedback
Gathering post-event feedback is also a fantastic use of microsurveys.
Event organizers can pinpoint a few key aspects to focus on, such as performance quality and overall satisfaction levels. Ensuring these surveys are sent out shortly after the event is key, so it's still fresh in the minds of the attendees. This enhances the accuracy of the data gathered.
Using this information, organizers will be able to make improvements to future events.
Quick Opinion Polls
Microsurveys are a great option for swiftly gathering respondent opinions.
Respondents will be able to share their opinions without being overloaded with too many questions. This saves them time, which can result in higher-quality responses.
Using this method, businesses will be able to learn about consumer opinions on key topics in a short amount of time. This means that the opinions they receive will reflect the current thoughts of their audience.
Best Practices for Designing Microsurveys
You may have your objectives squared away and a clear vision for your microsurvey project, but all of that goes out the window if it's poorly designed.
We recommend partnering with a third-party market research firm that has a clear understanding of effective survey design (ahem, like Drive Research).
Let's review a few best practices that go into crafting a flawless microsurvey.
Crafting Effective Questions
The types of questions included in your microsurvey can make or break the entire project.
Questions should be clear and to the point. This is true for all surveys, but especially microsurveys due to their length.
Since there will likely just be five questions or less included in the microsurvey, they should encompass the main goals of your research. It's important to avoid any that aren't directly related to the topic at hand.
Lastly, it's ideal to include different question styles. This will ensure the respondent remains engaged while taking the survey.
Ensuring User-Friendly Design
Surveys that are designed well are more enjoyable to take, it's just that simple.
A clunky microsurvey with a poor layout will only confuse a respondent, and this directly impacts response rates.
To avoid this, a microsurvey should...
- Offer clear instructions
- Be mobile/desktop-friendly
- Include simple layout
By including these factors in the design process, respondents can enjoy a smooth, fast survey experience. Aside from a positive respondent experience, a user-friendly survey will reflect well on your brand!
Analyzing the Results
Analyzing the results of a microsurvey plays a key role in the final steps of a research project.
During this time, the microsurvey data will be cleaned. This means that any lower-quality feedback will be removed and excluded from the final report.
For example, red flags to look out for when analyzing data include:
- Nonsensical responses
- Skipped questions (even more of a red flag for such a short survey)
- Extremely short complete times (example: one minute for a survey that should take five)
By eliminating these types of responses, you'll receive feedback you can rely on to make important decisions.
Contact Our Online Survey Company
Microsurveys are short, sweet, and provide you with the specific data you're looking for. Boasting years of combined experience, our team will collaborate with your brand to craft the ideal microsurvey suited to your needs.
Do you have questions about the rest of our market research services? Reach out through any of the four ways below!
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
George Kuhn
George is the Owner & President of Drive Research. He has consulted for hundreds of regional, national, and global organizations over the past 15 years. He is a CX-certified VoC professional with a focus on innovation and new product management.
Learn more about George, here.
