Animated Insights: Avoiding Customer Feedback Fatigue
Fatigue happens when your audience loses the interest or motivation to answer your requests for feedback. This might be part way through an activity, or between feedback requests. Either outcome can be equally frustrating.
However, there are a number of simple steps that researchers can take in order to prevent and reduce the amount of research burnout that participants (and especially customers) experience. This animated insights video covers ten of the most practical. Our advice involves asking direct questions, reducing ambiguity, making conscious efforts to limit the amount asked of participants and more.
10 Tips for Avoiding Fatigue
First, keep your requests for feedback short. The first rule of feedback is to only ask for the most pertinent information. The goal isn’t to interrogate your customers, but to get an overall impression of their experience. Also, ensure you don’t send too many requests for feedback. How many is too many? A good rule of thumb is halving the number of times a customer interacts with your brand by two. If a customer interacts with your brand once per month, a feedback request every two months would be appropriate.
For B2B research, less is more. Generally, once per quarter is an appropriate approximation of how often to ask per feedback. These customers tend to interact less, and therefore should be asked for feedback less often.
There are also a number of things you can do within surveys and feedback requests themselves. For instance, ask direct questions and ask only one at a time. It is surprisingly easy to blend two questions into one. For example, ‘What is the most tasty and affordable food brand?’ contains two questions. It’s better to ask two separate questions, ‘What is the tastiest food brand?’ followed by ‘What is the most affordable food brand?’ This helps participants stay focused.
It's also possible to reduce the ambiguity in many questions – especially in multiple choice questions. To reduce effort, respondents need to be able to make clear and obvious choices. When it comes to multiple choice responses, make sure you provide mutually exclusive choices. Similarly, open text fields should be used in a limited scope, and consistent scales should appear throughout.
Finally, extra considerations include targeting the right feedback request to the right consumer segment so that questions are always relevant. Timing is vitally important. Try to make sure feedback requests come soon after brand engagements. But perhaps most important of all – know when enough is enough. Even if you follow every piece of advice perfectly, you also have to realise when to call it quits. Pushing customers to give feedback can damage the customer-brand relationship
The Animated Insight Series
Our Animated Insight videos take a look under the hood of some of the less explored areas of the research industry. From the history and development of the sector, to recent trends shaping consumer behaviours - we want to present these topics in a fun, engaging and dynamic way. Because, after all, why shouldn't market research be fun?